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How to Plan Trade Show Logistics for Beverage Brands
Published Date: 17 December 2025
Successful trade show logistics for beverage brands depend on three key elements: temperature control, precise delivery windows, and efficient booth/product coordination. Specialized trade show shipping teams, like Brew Movers, manage transportation, storage, setup, and permits so event materials arrive smoothly.
Nothing sells your product better than letting buyers taste it themselves. Beverage brands rely heavily on trade shows for unmatched exposure to buyers, distributors, and industry partners. Aside from marketing, sales, and networking, these events also offer critical market insight and a firsthand look at new technology.
However, beverage products and equipment can be hard to ship, store, and deliver, especially under such tight timelines. Brands across North America use specialized trade show logistics to protect product quality and meet strict show schedules without delays.
Keep reading to learn their secrets.
What Is Tradeshow Logistics?
Trade show logistics is the process of moving your event materials (i.e., products, booth displays, equipment) from your facility to the event venue and back again. It involves:
- Transportation and shipping
- On-site handling (drayage)
- Storage and tracking
Most trade shows only allow a small window for setup and teardown, making precise coordination essential. That’s why many beverage brands work with event logistics companies, especially for multi-city tours crossing state lines (or international borders).
What Does Logistics Do in an Event?
Event logistics help move your trade show booth, oversized equipment, packaging, and temperature-sensitive samples while handling customs, venue rules, and utilities. Some companies, like Brew Movers, will even help you with on-site booth setup and breakdown.
The Trade Show Shipping Process
Inbound Shipping
The carrier ships your freight; it arrives at the venue, warehouse, or marshaling yard.
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Material Handling (Drayage)
Trade show shipment gets unloaded and moved to the booth. Your logistics partner/service provider stores your crates + collects freight post-show.
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Outbound Shipping (Return Transport)
The outbound carrier collects the freight and delivers it to your next event or returns it to your facility.
How to Safely Ship & Store Trade Show Materials
Planning a trade show anytime soon? Let’s talk about the hows!
1. Build a Winning Pre-Show Timeline
Most trade shows require commitments to be made around six to twelve months in advance. Some of the largest events often begin the booth selection and registration process more than a year in advance.
Ideally, you should start planning/booking logistics as soon as your booth contract is signed or at least six months before the actual event. Here’s a proven pre-show timeline to guide your beverage logistics planning:
Timeline | To Do’s |
| 12+ Months Ahead |
|
| 6 to 9 Months |
|
| 4 to 6 Months |
|
| 3 Months |
|
| 1 to 2 Months |
|
Tip: Many large shows use a targeted freight system, where each booth is assigned a specific delivery date and time slot based on its location on the show floor. Work with the organizers and your trade show logistics team to ensure your freight arrives on time.
What Is a Marshaling Yard and Why Is It Used?
A marshaling yard is a designated, off-site staging area where show freight is received and sorted before entering the convention center. Trade shows use it to manage the flow of trucks and freight more efficiently, preventing gridlock at the venue.
The official show contractor checks in each shipment. They then schedule its move into the building via drayage trucks in an organized sequence.
2. Follow Best Practices for Drayage, MHA, & Carrier Coordination
Drayage refers to the short-distance transport of your goods from the marshaling yard to your actual booth space and vice versa. The exhibitor arranges drayage either through the show’s contractor or a third-party logistics provider.
For smooth material handling and drayage, you, the drayage contractor, and the carrier (freight forwarding company) must be in perfect coordination. Here’s how:
- Use the same company for your long-haul carrier freight and drayage services whenever possible.
- Appoint one person or partner to manage all communication.
- Confirm all details (addresses, contact numbers, and delivery times) in advance and notify your logistics partner accordingly.
- Complete all paperwork early, especially the Material Handling Agreement (MHA) and Freight Release Forms.
- For temperature-sensitive products, confirm that the drayage plan includes immediate transfer to reserved cold storage.
How to Keep Material Handling Fees Down
Carrier and material handling fees typically account for the bulk of trade show expenses. To keep them down, plan and package your shipments to minimize the weight and number of boxes. It also helps to work with experienced trade show logistics providers like Brew Movers, who understand venue rules and can consolidate shipments.
3. Arrange Temporary Cold Storage + Replenishment
Shipping trade show materials isn’t the end of the line for beverage brands. In most cases, you’ll also need to arrange temporary cold storage for your products, and they’re not always easily available.
Here are the steps for managing your cold chain on-site:
- Contact the event organizer or venue ASAP to secure cold storage if available. Never assume that space will be available on-site.
- If not, work with your logistics provider to see if they offer portable cold storage solutions or have partnerships with local vendors who do.
- Determine how much product you need in your booth daily, then establish set times for restocking.
- Label each case with your booth number and its contents, using a first-in, first-out system.
Prepare contingency plans for potential issues like power outages, overfilled storage, or equipment failures. When in doubt, ask your trade show logistics partner for advice on backup cold storage options and emergency protocols.
How Should I Label Shipments? |
Label each box, crate, or pallet on all sides with large, bold, legible details to prevent misrouting or delays. Include:
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Trade Show Shipping Risk/Claim Prevention
All your trade show planning will be for naught if you don’t safeguard against shipping risks and potential claims. To stay worry-free before, during, and after your show schedules:
- Work with reliable logistics providers who can guarantee on-time and damage-free beverage transportation. Bonus points if they’re highly experienced with beverage trade shows and exhibits.
- Invest in high-quality, impact-resistant shipping cases and packaging.
- Fully disassemble modular displays, label all parts clearly, and place small components (screws, tools) in a securely attached, separate bag.
- Invest in shipping insurance.
- Inspect before and after arrival and note all damages on the Proof of Delivery (POD).
- Keep all original packaging.
Key Takeaways
- Start booking trade show logistics at least six months before your event to secure cold storage and competitive carrier rates.
- Work with the show’s material handling agent early to understand drayage fees, delivery windows, and cold storage options.
- Label every shipment clearly with booth numbers, piece counts, and handling instructions to prevent routing errors and delays.
- Arrange temporary cold storage before the show and establish daily replenishment schedules to keep samples fresh throughout the event.
- Purchase freight insurance and document all shipments with photos to protect against damage claims and financial losses.
Get Your Free Trade Show Runbook
Focus on closing deals, not chasing freight. Let Brew Movers handle your trade show logistics for a smooth, worry-free show from setup to teardown. We’re your one-stop shop for international and domestic shipping, exhibit storage, drayage, cold chain logistics, and on-site event support.
Contact us today for a free trade show logistics runbook and let us handle the shipping while you close deals.
