2023 Beverage Forum

A Blueprint to Beverage Market Success

These past few years have seen the beverage market evolve at an accelerated pace. The playbook that many followed for successful launches has been dramatically changed. As today’s beverage-makers see technology play a greater role, functional attributes proliferate, and much more, the blueprint that tomorrow’s leaders will follow in search of success is sure to reflect the diverse needs of the U.S. consumers. At The Beverage Forum, the key leaders and innovators in attendance will demonstrate what a blueprint to future beverage market success truly entails.

Keynotes

Bill Newlands, President, Constellation Brands
Kyle Norrington, U.S. Chief Commercial Officer, Anheuser-Busch
Claudia Shubert, CEO, Diageo North America
Additional to be announced

Panels

Crafting the New Marketing Playbook

Technological, social, and cultural forces, among others, are profoundly changing marketplaces. As a consequence, beverage marketers are changing the rules of the game as they seek ways to better compete and create value for consumers and customers. They are rethinking old practices and crafting new ones. Top beverage marketers will share what they have learned about marketplace changes and how they are writing a new marketing playbook.

• Moderator: Kevin Lane Keller, Tuck School of Business, Dartmouth

Leveraging Social Media for Today’s Engagement

Connecting with consumers has always been vital for beverage brands. With the advent of social media, brand owners are finding new ways to forge deeper, meaningful connections with this thirsty consumers. These experts will highlight how social media is enabling brands to connect with today’s shoppers in ways they never have before.

• Garland Hill, Head of Growth Business, Tik Tok
• additional panelists to be announced

Today’s Evolving Shopping Experience

The average consumer today has embraced omnichannel shopping. Shoppers today regularly are purchasing beverages not just from grocery and mass merchandisers, but also specialty stores, club stores and increasingly online. With so many options from which to choose, the steps these retailers are taking to accommodate consumers’ needs shows where the future of retailing is headed.

• Moderator: Danny Stepper, Co-founder & CEO, LA Libations LLC

Innovators Dig Deep

New beverages today are more than just the hottest flavor on the market. Entrepreneurs are creating beverage solutions that have a deeper meaning in terms of functionality, crossing category borders and even environmental focus. These panelists will share the inspiration that encouraged them to develop these new age beverages.

Financial Forecasts: A Wall Street Perspective on the Beverage Market

Supply chain disruptions, cost inflation, economic uncertainties, and new technologies have impacted the beverage marketplace. How have beverage marketers adjusted their portfolios and price mixes to offset these challenges? Wall Street analysts will offer their insights about which beverage players are weathering these storms successfully and which need to rethink their strategies.

• Bonnie Herzog, Managing Director, Goldman Sachs
• Carlos Laboy, Managing Director, Global Beverage Sector Head, HSBC
• Robert Ottenstein,Senior Managing Director, Evercore ISI
• Moderator: Caroline Levy,Founder, Caroline Levy Advisory Services

Workshops

Market Trends I: Alcoholic Beverages
The alcoholic beverage segment has recently gone through rapid changes in recent years with the explosion of Hard Seltzer and acceleration of traditional spirits. This has given way to a moment toward RTD spirits. Many changes are transpiring as inflation and threat of economic recession have begun to impact behavior. The industry is evolving quickly with beverage companies getting into alcohol, spirits companies into beer and beer companies into spirits. This has resulted in challenges and opportunities. This seminar will touch on the usual growth rates, projections, consumer patterns and much more. What can the future look like? There are many winners and losers. We will explore what has been and can be.

• Brian Sudano, Managing Partner, Beverage Marketing Corporation

Market Trends II: Non-Alcoholic Beverages
The market for refreshment beverages has proven resilient in the face of inflationary price increases and other challenges. But not all categories are created equal: Learn which ones have thrived and which have struggled in this challenging environment. We’ll dig into the data and provide details on category performance and discuss the trends driving that performance. We’ll touch on traditional categories as well as emerging ones. Gain valuable insight with an overview of current market trends and learn what the future may hold.

• Gary Hemphill, Managing Director & COO, BMC Research, Beverage Marketing Corporation

Co-Chairs

Michael Bellas, Chairman & CEO, Beverage Marketing Corporation
Steve Pintarelli, Publisher, Beverage Industry