MGM Resorts International unveils Drink Las Vegas festival to recast Strip beverage scene

New festival aims to recast the Strip’s beverage scene

MGM Resorts International is unveiling a large-scale beverage and spirits festival that seeks to position the Las Vegas Strip as a global stage for modern drink culture. The inaugural Drink Las Vegas runs Sept. 24–27, 2026, and converts four centre-Strip properties — Bellagio, ARIA, The Cosmopolitan of Las Vegas and Park MGM — into a coordinated festival footprint. MGM is staging the event in collaboration with experiential agency a21 and sports management agency PRP, aiming to attract both consumers and trade visitors with an extensive slate of programming.

MGM positions Drink Las Vegas as a platform for industry innovation and hospitality theatre. The four-day program includes more than 50 events spanning Signature Tastings, cocktail showcases, intimate dining with expert mixologists, education sessions, panels and master classes led by chefs, sommeliers and distillers, plus late-night speakeasy takeovers and citywide activations. Ryan Abboushi, MGM’s president of entertainment, frames the festival as “a celebration of innovators pushing the beverage world forward,” while Brett Friedman, CEO of a21, cites strong industry demand for a premium libation initiative that blends trade emphasis with consumer indulgence.

The festival represents a strategic extension of MGM’s experiential offerings aimed at boosting food-and-beverage revenue and lengthening guest stays. By leveraging four luxury resorts simultaneously, MGM creates cross-property flows that showcase restaurants, bars and event spaces as primary revenue drivers beyond room occupancy. The company is betting that immersive, education-forward programming and limited-edition releases will draw international visitors and local patrons alike, reinforcing Las Vegas’s role as a global hospitality testing ground for new beverage trends.

Programming specifics and access

Highlights include a high-energy Opening Night Experience, chef-driven culinary pairings, competitive mixology displays and guided tastings designed for both industry professionals and consumers. MGM says ticketing tiers will range from general tastings to VIP and premium experiences with elevated access and curated moments; further details on pricing, room packages and talent line-ups are due to be released on drinklasvegas.com and the festival’s @drinklasvegas social channels.

Partnerships and industry angle

The festival’s collaboration with a21 and PRP underscores a broader industry move toward large-scale, branded experiential events that fuse marketing, education and direct consumer engagement. MGM and its partners present Drink Las Vegas as a new benchmark for beverage culture on the Strip, aiming to accelerate innovation in spirits, wine and cocktail craft while deepening ties between hospitality operators and the drinks industry.