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Wednesday, July 7, 2021

Brown-Forman President Looks Back at Successful Pandemic Strategies

Volume 338 | July 7, 2021
Brown-Forman President Looks Back at Successful Pandemic Strategies

Brown-Forman reached a milestone of 150 years in 2020, but the pandemic left little time to celebrate. John Hayes, President of U.S. and Canada for Brown-Forman, revealed that the company had to move quickly to reassess things like size formats and channels last year. 

“We redeployed resources, people and dollars from the on-premise to the off-premise and e-premise channels,” explained Hayes. “Which had an added benefit of cross-functional development for many of our employees.”

Brown-Forman also adapted by transitioning all of their event activation and on-premise events to a virtual setting in order to maintain their connection with consumers. “We leveraged our brand ambassadors, master distillers and master tasters, and provided opportunities to tell our brands stories, share the art of making cocktails, and developed many more friendships with consumers,” said Hayes. 

Further reading: Beverage Dynamics
UPCOMING TRADESHOWS
United States Trade Tasting Conference
The United States Trade Tasting (USATT) Conference is an annual educational conference specializing in the adult beverage industry. The conference hosts TEDx-Style talks where speakers offer insights into what strategies and standards the industry’s top thinkers use to shape the marketplace. 

DATES: August 9 – 10, 2021

LOCATION: Metropolitan Pavilion, New York, NY

WEBSITE: http://usatradetasting.com/
Bar Convent Brooklyn
The Bar Convent started as a small industry meeting in Berlin and quickly became one of the most important international bar and beverage trade shows, expanding to Brooklyn, NY in July 2018. Bar Convent Brooklyn serves as a channel between premium brands and influencers in the bar and beverage industries across the globe. 

DATES: August 17 – 18, 2021

LOCATION: Brooklyn Expo Center, Brooklyn, NY

WEBSITE: http://www.barconventbrooklyn.com/
American Distilling Institute Conference
With a large following and located in a new city each year, the American Distilling Institute’s (ADI) Annual Conference is one of the best shows for the distilling community.

DATES: August 23 – 25, 2021

LOCATION: Louisville, KY

WEBSITE: http://distilling.com/
ECRM On & Off Premise Programs
Efficient Collaborative Retail Marketing’s (ECRM) Global Wine, Beer & Spirits EPPS allows producers, importers, distributors and exporters to communicate during pre-scheduled, one-on-one appointments. Buyers represent national accounts from all over the world in both off and on-premise channels.

DATES: August 23 – 26, 2021

LOCATION: Virtual

San Diego Spirits Festival
San Diego Spirits Festival is a destination event that targets industry insiders, consumer cocktail and culinary lovers alike, it’s a nationally acclaimed celebration of cocktail culture and it is the premiere West coast spirits festival held on the San Diego bay. 

DATES: Blind Tasting: August 28, 2021
Main Event: September 11 – 12, 2021

LOCATION: San Diego, CA

WEBSITE: https://www.sandiegospiritsfestival.com/
Imbibe Live
Imbibe Live is an innovative and interactive annual exhibition for anyone who sources, buys, or serves drinks in the licensed on-trade. From sommeliers to buyers and from managers to bartenders, this event will see the industry’s finest come together.

DATES: September 13 – 14, 2021

LOCATION: Olympia, London

WEBSITE: https://live.imbibe.com/
Tales of the Cocktail
Tales of the Cocktail was founded in 2002 and has grown into the world’s premier cocktail festival. It is a week-long event filled with seminars, tastings, 
competitions, and networking events.

DATES: September 20 – 23, 2021

LOCATION: Virtual

WEBSITE: https://talesofthecocktail.org
VIBE Conference
The Very Important Beverage Executives Conference provides an educational program for on-premise beverage decision makers. The conference offers several opportunities to make connections and expedite business decisions. 

DATES: September 27 – 29, 2021

LOCATION: Omni La Costa Resort & Spa, Carlsbad, CA

WEBSITE: https://www.vibeconference.com
The IMPACT Marketing Seminar
The IMPACT Annual Marketing Seminar is the pre-eminent conference for the global spirits, wine, and beer business. It is a one-day seminar for executives in the beverage alcohol industry with presentations by CEOs and presidents of major companies focusing on issues vital to the alcohol industry today as well as its future growth.

DATE: September 29, 2021

LOCATION: The Pierre Hotel, New York City, NY

WEBSITE: http://www.impactseminar.com/
UPCOMING COMPETITIONS
International Canned Wine Competition
The International Canned Wine Competition consists of a panel of judges, including selected consumers, wholesale wine buyers, and other wine professionals. All beverages are automatically entered into the package design competition with awards for traditional design, cutting edge design, and market segment targeting.

DATES: July 20 – 22, 2021

LOCATION: Mendocino County Fairgrounds, Boonville, California

WEBSITE: cannedwinecompetition.com/
Global Wine Awards
The Las Vegas Global Wine Awards consists of a panel of judges including master sommeliers, winemakers, journalists, and trade experts. The judges use a double-blind judging process making these awards one of the most prestigious to win.

DATES: August 9 – 11, 2021

LOCATION: Tropicana, Las Vegas, NV

WEBSITE: https://vegaswineawards.com/
New York World Wine & Spirits Competition
The New York World Wine & Spirits Competition is one of the largest wine and spirits competitions in the world. It is the only competition associated with the “Triple Crown of Competitions” (e.g., San Francisco International Wine Competition, San Francisco World Spirits Competition).

DATES: TBA 2021

LOCATION: New York, NY

WEBSITE: https://www.nywscomp.com/
Millennial Wine Beer Spirits Competition
The Millennial Wine, Beer & Spirits Competition raises product awareness by appealing to the consumer group with the largest purchasing power, the Millennial generation. The competition targets what Millennials want to taste and eventually purchase. 

DATES: Wine: September 1, 2021
Spirits: October 6, 2021

LOCATION: Agoura, CA

WEBSITE: https://millennialcompetition.com
Global Spirits Awards
The Global Spirit Awards began in 2017. The panel of judges have judged over 100 competitions, including the most respected ones around the world. The double-blind judging process assures that an award translates to great advertising for brands.

DATES: September 13 - 15, 2021

LOCATION: Tropicana Hotel, Las Vegas, NV

WEBSITE: https://vegasspiritawards.com/
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