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Monday, September 27


Industry Activities
  • American Beverage Institute Meeting
  • Patrick Henry Creative Promotions (PHCP) Millennium Awards (invitation only)
  • Evening VIBE Happy Hour

Monday September 27, 2021 TBA

7:00pm PDT

Tuesday, September 28

7:30am PDT

Eat, meet, and network!

Tuesday September 28, 2021 7:30am - 8:30am PDT

7:30am PDT

Registration: Receive your VIBE badge and sign-up for lunch round table discussions

Tuesday September 28, 2021 7:30am - 5:30pm PDT
Costa Del Sol Foyer

8:30am PDT

CORE Silent Auction
CORE: 501(c)(3) a national non-profit that is dedicated to serving food and beverage employees with children to provide financial relief when either the employee or their child faces a health crisis, injury, death or natural disaster.  In 2020, CORE granted out $1.5M to help more than 500 families and 1100 children across the industry and country.  

CORE grants to all 50 states and employees can apply on line for a grant or be referred.
This is the 7th consecutive year that CORE has partnered with VIBE. Across the first 6 years CORE raised over to $350,000 thanks to generous and supportive VIBE attendees and sponsors. We know that 2021 will prove to be yet another successful year for CORE at VIBE and we look forward to working together. More information at coregives.org

Tuesday September 28, 2021 8:30am - 4:30pm PDT
Costa Del Sol Foyer

9:15am PDT

The Road to Recovery: 5 Factors for Future Growth in Beverage Alcohol
The impact of Covid-19 on beverage alcohol consumption around the world was varied, with the US proving to be one of the most resilient countries based on an accelerated trend of at-home consumption. Learn how consumer behavior has changed over the past year and what aspects are critical to on-premise recovery. From the impact of ecommerce to the astounding growth of the ready-to-drink segment, this session will highlight the future of specific beverage alcohol categories, channel shifts and the underlying consumption drivers (moderation, wellness, flavor, convenience and more) that have shifted the future of how we drink.

avatar for Brandy Rand

Brandy Rand

COO, Americas, IWSR-Global
Brandy has over 20 years of management experience in the beverage alcohol industry with previous positions at Allied Domecq Spirits & Wines, William Grant & Sons, and Bacardi Limited. In these roles, she worked across multiple markets covering brand commercial strategy, trade marketing... Read More →

Tuesday September 28, 2021 9:15am - 10:00am PDT
Ballrooms A-E

10:00am PDT

Now & Next: Reinventing the On-premise Drinks Business
Growing adult beverage sales is vital to on-premise recovery post pandemic and requires accurately anticipating how restaurants, hotels and their customers are evolving and what role adult beverage plays now and in the future. Learn from Technomic experts about changes to the on-premise landscape and the outlook for dine-in, delivery and virtual brands in meeting consumers’ expectations in the new environment. Understand the outlook for recovery and growth for key segments and adult beverage sales, and the crucial strategies and tactics to employ to drive the business forward.

avatar for Donna Hood Crecca

Donna Hood Crecca

Principal, Technomic
Donna Hood Crecca is Principal at Technomic Inc., where she leads the firm’s Convenience Store Practice as well as its Adult Beverage Practice, and is founder of its Cannabis Practice. As Principal, Donna develops research-based insights and recommendations for leading and emerging... Read More →
avatar for David Henkes

David Henkes

Senior Principal, Technomic
David Henkes is a Senior Principal within Technomic’s Advisory Group and is responsible for directing strategic consulting and research assignments for clients active in the food, beverage, equipment and related industries. As a senior member of the firm, his specific responsibilities... Read More →

Tuesday September 28, 2021 10:00am - 10:45am PDT
Ballrooms A-E

10:45am PDT

Networking Break
Tuesday September 28, 2021 10:45am - 11:15am PDT
Costa Del Sol Foyer

11:15am PDT

Beverage Trends, Beyond the Big Pivot
Join the team as they discuss beverage opportunities as we move into the future. These industry experts will review pandemic-driven pivots that have endured, how they have and will evolve. They will also predict alcoholic and non-alcoholic beverage trends that will inform and impact beverage programs as we push forward past the chaos and uncertainty of the past year and a half.

avatar for Kathy Casey

Kathy Casey

President & CEO, Liquid Kitchen
Kathy Casey is a celebrated chef, mixologist and pioneer in the bar-chef movement. Early in her career she was lauded a Top 10 Chef by Food & Wine Magazine. She is touted as the original Bar Chef and was named one of the Top 10 most influential bar people of the past 25 years.Kathy... Read More →
avatar for Maeve Webster

Maeve Webster

President, Menu Matters

Tuesday September 28, 2021 11:15am - 12:00pm PDT
Ballrooms A-E

12:00pm PDT

Lunch and Networking
Tuesday September 28, 2021 12:00pm - 1:30pm PDT

12:45pm PDT

iMi Panel Discussion
Session description coming soon!

Tuesday September 28, 2021 12:45pm - 3:30pm PDT

1:30pm PDT

Legal Issues In The Post-Covid World
As we emerge from COVID, our businesses look a little different and the needs have changed.  How do the esoteric laws of the alcohol beverage industry apply in the new environment?  We will review the legalities of supplier support as applied to some new concepts such as digital menus and other tools which seem here to stay post-pandemic.  We will also discuss retailer-focused issues such as the legalities surrounding how to change the footprint of your premises in the “new normal.”  Join us to discuss these issues and other hot topics in the law!

avatar for Elizabeth DeConti

Elizabeth DeConti

Shareholder, Gray Robinson

Tuesday September 28, 2021 1:30pm - 2:00pm PDT
Ballrooms A-E

2:00pm PDT

Doing More with Less in the “New Now.”
Despite the continued re-opening of the on-premise in a post-pandemic world, operators are facing a whole host of new challenges. This panel will explore the ways in which our operator panelists are managing with less of everything – from less corporate resources and less front-line team members and guests, to less SKUS, less promotional opportunities and distribution support (or rather managing on-going distribution hurdles). Join us as we listen to our panel of savvy operators provide us with key insights as to how they are managing these problems and advise as to how the supplier partners in the room can help.

avatar for Michelle Fossett

Michelle Fossett

CMO, Patrick Henry Creative Promotions
Since graduating from the University of Houston’s prestigious Conrad N. Hilton College of Hotel & Restaurant Management in 2000, Michelle has amassed twenty-plus years of hospitality industry experience; both in restaurant-level operations and corporate strategy & marketing. Since... Read More →

Tuesday September 28, 2021 2:00pm - 2:45pm PDT

2:45pm PDT

Do we Really Need Technology in Beverage? Only if it is S.M.A.R.T. Simple-Manageable-Actionable…with Revolutionary Technology.
Our panel will use case studies and testimonials to explain how technology is currently being used to benefit customers, operators and suppliers as well as the overall beverage industry.  They will be identifying new safety expectations of guests, responsible service initiatives for operators driving upsells and continued premiumization, and expanded points of distribution supporting our front-line associates – CORE.


Patrick McGinn

Director of Account Management, IMI Agency
Patrick McGinn is Director of Account Management for IMI. Patrick has worked in the industry for 13 years on Lodging, Restaurant and Eatertainment beverage business.


Adam Billings

Founder, PayBev

Rachel Morgan

Director, Technology + Innovation, IMI Agency

Tuesday September 28, 2021 2:45pm - 3:30pm PDT

3:30pm PDT

Networking Break
Tuesday September 28, 2021 3:30pm - 4:00pm PDT
Costa Del Sol Foyer

4:00pm PDT

The style trends that will drive the future of Hospitality
“Design” impacts virtually everything in both our personal lives and business environment. During this panel conversation, learn from experts in areas of industry-related design including: Drinks, Promotions, Concept Development, Menu &Marketing Materials, Operations and Training.  Led by Ken, this diverse and distinguished panel will provide cutting edge examples of how forward-thinking designs in a variety of disciplines have positively impacted their companies...and can do the same for yours in the recovery/boom years to come!

avatar for Ken Taylor

Ken Taylor

VP of Strategic Development, MarkeTeam Inc.
As Vice President of Strategic Development for MarkeTeam Inc, Ken works closely with corporate hotel groups, casino, cruise line, restaurant and other destination hospitality clients on developing and supporting industry leading F&B programs and significant projects. Formerly head... Read More →

avatar for Devin Burns

Devin Burns

VP, Rooms and F&B, Omni Hotels & Resorts
avatar for Robbi Jo Oliver

Robbi Jo Oliver

Sr. Director Wine & Spirits / Training, Mastro’s Restaurants

Chad LaSota

MarkeTeam Inc

Tuesday September 28, 2021 4:00pm - 4:45pm PDT
Ballrooms A-E

4:45pm PDT

Trends Presented by NPD
One trend that prevailed over the pre-pandemic years was the shift towards experiential spending on categories such as travel, live events, in person experiences.  These once generated $445 billion in annual consumer spending.  Much of this spending ground to a halt over the past year.  With rising vaccinations and falling case counts, will consumers once again seek out experiences, and can beverage marketers capitalize on a return to the experiential beverage occasion?  This session will examine the latest data on consumer spending, attitudes, and movement patterns to help business leaders anticipate the right moves to once again engage consumers.

avatar for David Portalatin

David Portalatin

Vice President, Food industry Advisor, NPD

Tuesday September 28, 2021 4:45pm - 5:30pm PDT
Ballrooms A-E

5:30pm PDT

Closing Comments
avatar for Charlotte Voisey

Charlotte Voisey

William Grant
Charlotte Voisey is an award-winning mixologist with cocktail recipes published and placed on menus across the world including New York’s famed PDT, the iconic Dorchester Hotel in London and Whitechapel in San Francisco.Charlotte’s passion for all things spirits and cocktails... Read More →

Tuesday September 28, 2021 5:30pm - 5:45pm PDT
Ballrooms A-E

5:30pm PDT

Free Time! Catch-up & Freshen-up
Tuesday September 28, 2021 5:30pm - 6:30pm PDT

6:30pm PDT

Wednesday, September 29

8:30am PDT

Welcome Remarks
avatar for Charlotte Voisey

Charlotte Voisey

William Grant
Charlotte Voisey is an award-winning mixologist with cocktail recipes published and placed on menus across the world including New York’s famed PDT, the iconic Dorchester Hotel in London and Whitechapel in San Francisco.Charlotte’s passion for all things spirits and cocktails... Read More →

Wednesday September 29, 2021 8:30am - 8:45am PDT
Ballrooms A-E

8:45am PDT

Looking forward- Innovation and the trends that will power our industry into 2022
With the industry in recovery, Datassential will uncover what consumer on-premise adult beverage trends are key for innovation cross specific segments.

avatar for Colleen McClellan

Colleen McClellan

Director, Datassential
Colleen has over 20-years' experience in marketing, insights, and innovation for both retail and foodservice markets. Throughout her career, she has worked to translate trends and insights into profitable actions across all food and beverage categories. Currently, Colleen is a Director... Read More →

Wednesday September 29, 2021 8:45am - 9:30am PDT
Ballrooms A-E

9:30am PDT

Masks On or Masks Off?
Join David and panelists as they share their thoughts and experience regarding the impact of Covid 19 on beverage operations. The panel will share their learnings on what worked, what didn’t, which changes are temporary and which are here to stay.

avatar for David Commer

David Commer

President, Commer Beverage

avatar for Jamie Carawan

Jamie Carawan

VP of Brand Menu & Culinary, Buffalo Wild Wings
avatar for Art Carl

Art Carl

VP Culinary & Beverage R&D, Dave & Buster's
avatar for Cami Lehmann

Cami Lehmann

Director of Marketing, Brinker International
avatar for Dana Pellicano

Dana Pellicano

Vice President, F&B, Marriott International

Wednesday September 29, 2021 9:30am - 10:30am PDT
Ballrooms A-E

10:30am PDT

Networking Break
Wednesday September 29, 2021 10:30am - 11:00am PDT
Costa Del Sol Foyer

11:00am PDT

The 2021 Annual VIBE Consumer Trend Survey-"What operators need from suppliers"
After a year’s hiatus, the ever-popular On Premise Consumer Trend Survey is back and this time it is being run by Nielsen CGA – global On Premise consultants.  Packed with beer, wine and spirits/cocktail trends this VIBE exclusive-national representative study is designed with a clear commercial objective in mind. With all survey questions supplied by VIBE operators and suppliers this study brings the most current On Premise actionable insights available anywhere.


Matt Crompton

Client Solutions Director, Nielsen CGA

Alexandra Martin

Retail Services & Analytical Director, Nielsen CGA

Wednesday September 29, 2021 11:00am - 12:00pm PDT
Ballrooms A-E

12:00pm PDT

Cannabis On-Premises: Understanding regulations, markets, and opportunities with confidence
Cannabis legalization has opened doors and prompted questions about navigating the cannabis space in traditional markets. Cannabis USA will share successful practices and consumer insight for on-premises sales. You’ll learn about cannabis’ booming and somewhat confusing route to market and state regulations. Find out how traditional beverage distributors and suppliers are preparing for the cannabis industry’s rapid growth. Get up to date on trends, proposed lounges, regulations, and the sale of cannabis products at neighborhood cafés, resorts, and national accounts. Most importantly, learn about consumers—their demographic, ethos, and culture—so that you can successfully sell and market to them.


Lucia Cifonelli

Co-Founder, Cannabis, USA
A proven performer with more than 15 years of experience in the beverage and cannabis industry, Lucia Cifonelli knew she needed to continue her growth and passion in the cannabis space co-founding Cannabis USA with Tim Haughinberry. Lucia has held roles of On Premises Sales and Marketing... Read More →

Wednesday September 29, 2021 12:00pm - 12:30pm PDT
Ballrooms A-E

12:00pm PDT

New Session Coming Soon!
Wednesday September 29, 2021 12:00pm - 12:30pm PDT
Ballrooms A-E

12:30pm PDT

VIBE Supplier Awards

Tom Fox

Managing Partner, CM Profit Group

Wednesday September 29, 2021 12:30pm - 1:00pm PDT
Ballrooms A-E

1:00pm PDT

Closing Comments
avatar for Charlotte Voisey

Charlotte Voisey

William Grant
Charlotte Voisey is an award-winning mixologist with cocktail recipes published and placed on menus across the world including New York’s famed PDT, the iconic Dorchester Hotel in London and Whitechapel in San Francisco.Charlotte’s passion for all things spirits and cocktails... Read More →

Wednesday September 29, 2021 1:00pm - 1:15pm PDT
Ballrooms A-E