HBE | Hemp Beverage Expo 2026
Event Date
June 17–18, 2026
Location
Austin, TX
About This Show
AI-drafted summaryThe Hemp Beverage Expo (HBE) is a business-to-business trade event dedicated exclusively to the hemp beverage industry. In partnership with the Hemp Beverage Alliance, Hemp Beverage Expo (HBE) is the only executive-level trade event focused exclusively on the hemp beverage industry. The 2026 edition takes place in Austin, Texas, and centers on Delta-9 (D9) hemp beverages.
HBE is built for the trade rather than consumers. It is designed to facilitate real transactions and provide critical peer-to-peer learning. It connects hemp beverage brands with the retailers, suppliers, and distributors they need. Attendance is exclusive to hemp beverage manufacturers and breweries, retailers, wholesalers, distributors, and licensed cannabis operators.
Attendees gain access to a large exhibit hall alongside an executive-level conference program. HBE features executive-level content from industry experts covering regulatory updates and compliance strategies, market trends and consumer demand, and retail strategies for success. For buyers seeking to evaluate brands, understand a complex regulatory landscape, and make deals, HBE offers a focused, category-specific environment.
Show Highlights
- Nation's largest gathering of hemp beverages under one roof — the Exhibit Hall lets attendees evaluate products, sample formulations, and compare innovations side by side.
- Executive-level conference program covering regulation, compliance, market trends, and retail strategy.
- A pass includes access to the Experience Hall, Welcome Mixer & Opening Night Reception, Morning Breakfast Meetups, and the Official Afterparty, plus all conference sessions and recordings post-event.
- Leading up to the event, all attendees gain access to the Engage networking platform that facilitates scheduling of 1:1 meetings.
- Signature session topics included "Selling What Sells: Retail's Bet on Hemp Beverages," "The Inevitable Shift? Preparing for Hemp Beverage's 3-Tier Future," and "Operating Under Schedule I or III."
- Incognito Attendee Passes are designed exclusively for grocery, liquor, C-store, and big-box retail buyers who prefer to exclude their name, company, or contact information from their badge or the networking app.
Booth Pricing
Booth and exhibit-space pricing is not publicly listed. To reserve space in the Exhibit Hall, the organizer directs prospective exhibitors to email or call (206) 338-1608 for more information. Note that admission pricing for non-exhibiting suppliers is set high to encourage exhibiting: a Non-Exhibiting Industry Supplier pass is $2,199.
Registration
Attendees register online through the official HBE registration site for the Austin, TX 2026 event. The cost to attend depends on business type, registration date, and product selection. Full-price passes are approximately: Retailer $49; Wholesale/Distributor $399; Beverage Manufacturer/Brewery $499; Licensed Cannabis Operator $499; Association/Advocacy or Government $499; and Non-Exhibiting Industry Supplier $2,199.
Key points:
- Hemp Beverage Alliance members receive a 20% discount on registration.
- HBE is a two-day event and does not offer one-day passes.
- Pre-registration is highly recommended; those who do not pre-register must complete on-site online registration and wait for approval before entering the Exhibit Hall.
- Registration is non-refundable and all sales are final unless the event is canceled by Jage Media, with exceptions for medical emergencies, bereavement, and military service with documentation.
- Attendees must be 21 or older to enter; no children are allowed.
History
Hemp Beverage Expo is produced by HempBevExpo LLC, a wholly-owned subsidiary of Jage Media, Inc., in partnership with the Hemp Beverage Alliance. Jage Media is a business-to-business company that produces distinctive events and focused content that accelerates the growth and profitability of nascent industries with a focus on CPG categories. The show is a recent addition to the B2B events calendar; participant testimonials and imagery on the official site reference an Atlanta 2025 edition, with the Austin event scheduled for June 2026.
Venue & Travel
Venue
Palmer Events Center
900 Barton Springs Rd.
The event is held at the Palmer Events Center in Austin, Texas. The exhibit hall hosts the full HBE showcase of hemp beverage brands and suppliers, with conference sessions and special networking events held on-site. The venue's general phone number is (512) 404-4500.
Getting There
HBE arranged three exclusive room blocks at hotels within walking distance of the Palmer Events Center, making it easy to reach the venue on foot from the official hotels. The venue is located at 900 Barton Springs Rd in Austin, near downtown and Lady Bird Lake.
Nearby Hotels
HBE arranged discounted room blocks at three hotels within walking distance of the Palmer Events Center:
- Hyatt Regency (Headquarters Hotel) — nestled on the shores of Lady Bird Lake directly across from downtown Austin and the closest hotel to the Palmer Events Center. Rate $275/night++; reservations must be made before May 21.
- The Loren Hotel — just west of the Palmer Events Center, offering an upscale vibe with spacious rooms, the Nido restaurant, and a rooftop pool with views of Austin. Rate $299/night++; reservations must be made before May 25.
- Embassy Suites Hotel — a Hilton-brand property a few steps further than the Hyatt, with spacious suites, an indoor pool, free made-to-order breakfast, and a complimentary evening reception. Rate $179/night++; reservations must be made before May 25.
Frequently Asked Questions
When and where is the Hemp Beverage Expo 2026 held?
The Hemp Beverage Expo takes place June 17–18, 2026, in Austin, Texas, at the Palmer Events Center, located at 900 Barton Springs Rd, Austin, TX 78704.
Who is qualified to attend HBE?
Attendance is exclusive to hemp beverage manufacturers and breweries, retailers, wholesalers, distributors, and licensed cannabis operators. All attendees must be 21 or older to enter.
How much does it cost to attend and how do I register?
Registration is completed online, and pricing depends on business type: for example, Retailer passes are about $49, Wholesale/Distributor $399, and Beverage Manufacturer or Licensed Cannabis Operator $499. Hemp Beverage Alliance members receive a 20% discount.
Is HBE a one-day event, and can I buy a day pass?
No. HBE is a two-day event filled with seminars, exhibits, and special events, and the organizer does not offer one-day passes. A pass includes the Experience Hall, receptions, breakfast meetups, the afterparty, and all conference sessions plus post-event recordings.
Are there hotels near the venue?
Yes. HBE secured discounted room blocks at three hotels within walking distance of the Palmer Events Center: the Hyatt Regency (headquarters hotel, $275/night++), The Loren Hotel ($299/night++), and the Embassy Suites ($179/night++), each with its own reservation deadline in May.
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