CONFERENCE PROGRAMME 2016

Simon Ford9-The86Co

 

WHAT DOES THE FUTURE OF ON-PREMISE MARKETING LOOK LIKE?

 

Simon Ford, CEO The 86Co

Does the bartender hold the key to consumer acquisition or is the answer still to be found in consumer marketing? With more Brand Ambassadors on the streets than ever and brands continuing to increase investment in ‘industry’ events, bartender driven marketing, lavish global competitions and creative education initiatives, we ask the question ‘Is this investment into the on-premise paying off or would the industry be better served investing in consumer marketing instead?’ 1000’s of spirits are now competing for the prestigious limited space available in the most sort after craft cocktail bars in the world and the fight for mindshare has never been more competitive so, what does the future of on-premise marketing actually look like?  

 

Speaker-rund-4-1bacardi_logo

 

“UNDER THE INFLUENCE – HOW THE INTERSECTION OF INDUSTRY, MEDIA AND CONSUMER INFLUENCERS IS UPENDING THE OLD MODEL OF BRAND BUILDING, AND HOW YOU CAN USE THAT TO YOUR ADVANTAGE.”

 

Jacob Briars, Global Advocacy Director, Bacardi

Once upon a time, building brands in the drinks business, or indeed, any business, was a simple thing. You identified your target audience, filled the bars and bottle stores they frequented with your products, and advertised everywhere until it sold out. But the modern drinks business has changed beyond all recognition. The disruption of the media landscape, and the rise of social media, has elevated a new generation of trade, media and consumer influencers, given them much more power to make and break brands, and blurred the old distinctions between all of these groups. Using some of Bacardi’s experience working with influential figures in the bar industry, as well as in music and other fields, Jacob will explain how the traditional way of brand building has been upended forever, and how you can use Influencers to your advantage in this new era. Learn how to identify, collaborate and measure work with these increasingly powerful figures for success in a new and ever changing landscape.

Dan Gasper_rund4-Distill

 

 

 “LEVERAGING YOUR UNFAIR ADVANTAGE – HOW SMALL INDEPENDENT BRANDS CAN BEAT THE INDUSTRY’S BIG PLAYERS.”

 

Dan Gasper, COO of Distill Ventures

There’s a desire amongst consumers to buy brands crafted by real people, where they see a clear mission in the company and have total transparency into how the product is made. This creates a great environment for launching independent brands – indeed, when you combine this with the importance of social media, it’s the unfair advantage independent brands have.This session at Global Drinks Forum will explore the consumer and media trends which create the opportunity for independent brands, and show how small brands can leverage this unfair advantage to punch above their weight and have a bigger impact in the drinks industry.

 

Alex_Kratena_rundalex-kratena

 

“IF ALL YOU DO IS REACT, YOU NEVER REALLY ACT”

Alex Kratena presents “why the industry needs so much more than craft, authenticity and transparency – these are three words abused by marketers so often that they no longer mean anything to bartender and consumer alike. How do brands create a unique offer in order to stand out in the modern marketplace.

 

harald kohlmann7-ParkStreet

 

THE FUTURE OF THE U.S. SPIRITS MARKET IN LIGHT OF ACCELERATED FRAGMENTATION 

 

Harry Kohlman, Park Street, Miami

The US spirits market has been growing steadily over a long period of time. In recent years, large spirits brands have mostly had a hard time to sustain growth and in many instances had to fight declines. The growth of the long tail and the emergence of a start-up boom in the market, both craft and non-craft, lead to the question how the structure of the market will evolve and how sustainable spirits companies might look like in the future?

 

ivan saldana_rund   casa_lumbre_sello casa_lumbre_logo

 

THE CHALLENGE OF CREATING NEW INNOVATIVE BRANDS WHILE RETAINING GENUINE AUTHENTICITY 

 

Iván Saldana Oyarzábal, CEO Casa Lumbre Mexico

In a global world where consumers are constantly looking for ‘the new thing’, and consumer knowledge of brands increases at an alarming rate – it may appear easy to innovate and expect immediate success. Discerning drinkers may want something delicious, cool and new, but they also need meaningful reasons to consider any new brand – enough to switch from a current favourite.  Whilst the challenge to create requires something new and unique, where does authenticity come into play? And why is authenticity so important beyond marketing and brand stories.  Iván Saldana Oyarzábal, creator of award winning artisan brands Montelobos mezcal and Ancho Reyes Chili liqueur, will discuss the importance of producer credibility and authentic methods of production while taking account of the power of the new.

 

Speaker-rund-13-De-Kuyper

 

THE CHALLENGES AND OPPORTUNITIES OF A 320 YEAR OLD FAMILY COMPANY 

 

Mark de Witte, CEO, DeKuyper

How does an established spirits producer that’s over 320 years old embrace the modern drinks business to produce and market new award winning spirits like Rutte Gin and Genever? Furthermore, in the context of a rapid globalization, how do we push the boundaries of professional cocktail and mixology culture? Our business landscape is fast changing with thousands of new craft spirits (companies and brands) launching in recent years, all vying simultaneously for consumer attention and mixologist’s needs, while competing with established products from global portfolio spirits companies. Amongst such competition, the correct route to market faces challenges and demands new and innovative ways of thinking. Mark de Witte will elaborate on market trends and will explain why the De Kuyper Royal Distillers’ vision to “own the cocktail” aims to develop new and innovative drinks and In turn become a true business partner for mixologists – now and in the foreseeable future.

 

profile_picture1-Mintel

 

IF HEALTH IS THE NEW RELIGION, WHAT NEXT FOR THE ALCOHOL INDUSTRY?

 

Jonny Forsyth, Global Drinks Analyst, Mintel

Health and wellness used to be something that most people only worried about as they got older. Yet society has now evolved so that health has become central to the thinking of all consumers – especially Millennials – with the ethos that ‘you are what you eat’ – and of course, drink. Such a paradigm shift contains a serious long-term threat to the alcohol sector but also presents huge opportunities for those alcohol brands agile enough to adapt to this ‘new world order’. Mintel’s presentation will look at how attitudes to healthy lifestyles have changed, how this is affecting drinking attitudes and behaviour, and ways in which innovation can capitalise on this trend.

 

Aidan Keane_rund6-Keane

 

DESIGNING DRINKING

 

Aidan Keane, CEO, Keane

Design has always been key to any venue’s success. Operators across the world spend vast sums in designing venues to attract the right people, to buy the right brands across their bars…. Likewise, Brands spend giant sums designing the perfect package; the bottle, the label, the story, the serve. Strange then that the common denominator here – DESIGN – has no joined up approach. How can brands work with operators and their interior designers for mutual benefit? Should they? Can they? What could be created? Is the bar a barrier that needs to be smashed? Is the whole service model just too out of date? What’s the plan for dark market days?

 

William-Rowe8-Protein

 

GLOBAL EARLY ADOPTERS – DRINKS REPORT

 

William Rowe, CEO, Protein

“With a focus on drinks and alcohol, Protein will dissect the Early Adopter; what is driving them, what their key values are, and the emerging cultural trends shaping their lifestyles, behaviors and attitudes towards brands. This session will leave you with clear, actionable insights into how brands can effectively target and communicate with The Early Adopter.”

 

Speaker-rund-JohnMoreira     Fever-Tree Logo

 

THE ONWARD MARCH OF EVERYDAY LUXURY

 

John Moreira, Director, Fever-Tree

As the hangover from the great recession continues to fade and luxury drink brands emerge from their ‘bling’ associations, we examine the likely paths these brands will follow ? What are the emerging strategies that these brands will pursue? With increasing numbers of younger consumers hungry for content-rich products and brands, for whom accessibility is not a dirty word, how will these brand owners attempt to differentiate themselves from the standard and premium?

 

speaker-ann-tuennermanlogo-tales

 

“The Growing Impact of Spirited Women on the Cocktail and Spirits Industry”

 

Ann Tuennerman, Founder of Tales of the Cocktail

The cocktail and spirits world has traditionally been male-dominated, but this is fast changing. Ann Tuennerman, Founder of Tales of the Cocktail, will discuss how spirited women are shaking up every aspect of the business as they take leadership roles alongside their male counterparts as ace bartenders, bar owners, discerning customers and even distillers. Speaking from her own personal experience as a female pioneer, she will outline how this societal sea change has impacted the industry and share the results of a proprietary survey illuminating how forward-thinking industry leaders are embracing it for everyone’s benefit and how brands are seeing consumers in a new light.