Vibe Conference 2025: Full Schedule

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1:15pm PST

Beyond the Bottle: Creative Wine Sales and Promotions that Redefine On-Premise Success

Tuesday March 4, 2025 1:15pm - 2:00pm PST

As consumer preferences continue to evolve, wine programs need to be as dynamic as the guests they serve. From reshaping your wine list to experimenting with new varietals, successful on-premise wine sales require a blend of data-driven insights and creative execution. This session delves into how operators can test, rotate, and curate wine menus to maximize profitability and enhance guest experiences. We'll explore the latest trends in wine consumption, examine the impact of changing wine types and pricing strategies, and offer actionable tips on how to craft wine lists that stand out.

Moderators

Colleen Mcclellan

Chief Customer Officer, 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 Chief... Read More →

Speakers

Vonda Freeman

Director of Beverage Programs, The Indigo Road Hospitality Group

Vonda Freeman, a sommelier certified through the prestigious Court of Master Sommeliers, joined The Indigo Road as wine director in 2009. With over thirty years in hospitality and over twenty years in the wine industry, Freeman brings a wealth of knowledge to and has played an important... Read More →

Amy Racine

Beverage Director and Partner, John Fraser Restaurants

Amy Racine is Beverage Director and Partner of JF Restaurants (JFR), Michelin-starred Chef John Fraser’s New York City-based, full-service hospitality group that operates creative F&B concepts across America. She is responsible for leading cocktail creation, curating unique wine... Read More →

Tuesday March 4, 2025 1:15pm - 2:00pm PST
Town and Country Ballroom C

Workshop

Registration Pass All Passes

2:15pm PST

Crafting Smart Beer Strategies for On-Premise Success

Tuesday March 4, 2025 2:15pm - 3:00pm PST

Town and Country Ballroom C

Boost your on-premise beer sales by learning how to successfully list, promote, and sell beer in creative and profitable ways. This session offers actionable strategies for optimizing beer menus, running successful promotions, and testing different beer offerings for maximum impact.

Learn how best to craft beer menus in 2025 that increase sales and resonate with customers.
Explore creative and approaches to promoting beer and running successful on-premise campaigns.
Discover best practices for testing and rotating beer offerings to keep your menu fresh and boost profitability.

Moderators

Brandy Rand

CEO, ThirstWell

Brandy Rand has over 20 years of experience across the beverage alcohol industry. She is the Founder and CEO of ThirstWell, a trusted advisory partner to multinational corporations, financial institutions, data businesses, and C-level executives. Previously, Brandy was the Chief Strategy... Read More →

Speakers

Nels Larsen

Vice President National Accounts, On-Premise, Molson Coors Beverage Company

Nels Larsen is an 18-year veteran of Molson Coors Beverage Company, that currently serves as Vice President National Accounts, On-Premise. In his role Nels leads channel strategy and customer joint-business planning with his team & National Account customers across the Casual Dining... Read More →

Kurt Wilson

Sr. Director On Premise, Boston Beer Co

Kurt Wilson is a distinguished professional with 35 years of experience in the hospitality industry, including an impressive 25-year tenure at the Boston Beer Company. Residing in Charlotte, North Carolina, Kurt is not only a Certified Cicerone but also a passionate advocate for the... Read More →

Trevor Tyler

Vice President of Beverage, Eureka Restaurant Group

Trevor Tyler is the Vice President of Beverage for Eureka! Restaurant Group and oversees the Beverage Program for all 32 units which include Eureka! and La Popular. He is a graduate of Cal Poly Pomona with a degree in Hospitality Management. Trevor is a Certified Cicerone®, one of... Read More →

Matt Stock

National Beverage Manager, FSC Franchise Co.

Matthew Stock brings over 20 years of bar and restaurant experience to his role as National Beverage Manager for FSC Franchise Co. Since joining the company in 2013, he has previously served as Training Manager and Beer Specialist, leveraging his extensive expertise to develop and... Read More →

Tuesday March 4, 2025 2:15pm - 3:00pm PST
Town and Country Ballroom C

Workshop

Registration Pass All Passes