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The. Activation. Experts: Strategies to Drive Trial & Sales
Monday March 3, 2025 1:00pm - 1:45pm PST
Town and Country Ballroom C
You’ve worked your tail off to develop The Breakthrough Beverage Program. The best ever. And yet’ you’re still a bit worried. Will it drive trial? Will it increase beverage sales? How can I bring it to life?   In this enlightening session, we’ll share our secrets on activating your bar and beverage programs. From things as simple as sampling to as complex as whole bar takeovers. We’ll cover it all. We’ll hear from the best and brightest bar experts, including Nikki Braden of Versus Equity,  Michael Loper Rodriguez from greenhouse and two other acclaimed marketing activation experts in what promises to be an enlightening session.
Moderators
avatar for Matt Durbin

Matt Durbin

Co-Founder and CEO, DCG Marketing
Matt Durbin is the Co-Founder and CEO of DCG Marketing—a full service strategic on-premise consultancy that assists restaurant and bar chains, beverage suppliers in building their overall businesses.Prior to founding DCG, Matt was the global head of brand and product marketing for... Read More →
Speakers
avatar for Helen Mackey

Helen Mackey

GM Foodservice Division, TrueRoots
Helen Mackey is a senior executive leader in the beverage, luxury and hospitality industries. Her current role is with TruRoots – a $200MM subsidiary of Nexus Capital, where she is leading the development of a food service division and innovation /new product development.Before... Read More →
avatar for Nikki Braden

Nikki Braden

VP of Hospitality, Versus Equity
Nikki Braden serves as the Vice President of Hospitality at VERSUS Equity, the multi-vertical lifestyle brand with best-in-class hospitality venues, a cutting-edge marketing agency and an innovative venture arm. VERSUS owns and operates several distinguished nightlife destinations... Read More →
avatar for Michael Loper-Rodriguez

Michael Loper-Rodriguez

VP, Head of Strategy, Greenhouse
Michael Loper (Rodriguez), affectionately known as “Loper,” is VP, Head of Strategy at Green House, a leading Brand-to-Demand Creative Marketing Agency. With over 20 years of expertise in the three-tier system for both alcoholic and non-alcoholic beverage brands, Green House excels... Read More →
avatar for Kevyn Krauser

Kevyn Krauser

Director, Corporate Food & Beverage, Hilton Grand Vacations
Accountant. Bartender. Beer Nerd. Beverage Executive. All hats that Kevyn Krauser has worn in his multi-decade tenure as a beverage executive across both the restaurant and lodging categories.Working with acclaimed concepts like Chart House, McCormick & Schmick's. Marriott Vacations... Read More →
Monday March 3, 2025 1:00pm - 1:45pm PST
Town and Country Ballroom C
  Workshop
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