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“Can” is Different Than “Should: Harnessing the Right Beverage Innovation That Aligns with Brand Identity
Wednesday March 5, 2025 8:30am - 9:15am PST
Pacific Ballroom
In this session, on-premise beverage executives will explore how to navigate the growing landscape of beverage innovation and trends while staying true to their brand identity. Learn how to evaluate which trends align with your concept, and when it’s better to pass on innovations that don't enhance your core brand. Discover actionable strategies to balance creativity with brand consistency, ensuring that your beverage program drives both guest satisfaction and revenue growth.
Moderators
avatar for Mike Herchuck

Mike Herchuck

Vice President Of Operations, American Social Bar & Kitchen
Mike Herchuck is the Executive Vice President of Operations at American Social, leading the Food & Beverage, Support, and Operations teams. In this role, he oversees the planning and execution of all menus, operations, training, and programming—including budgeting, cost management... Read More →
Speakers
avatar for Nikki Hueckel

Nikki Hueckel

Director of Beverage, Delaware North
Nikki Hueckel is the Director of Beverage for Delaware North, one of the largest privately held hospitality and entertainment companies in the world.A graduate of The Ohio State University, Nikki has spent over 20 years in the hospitality industry, earning certifications from both... Read More →
avatar for Ed Eiswirth

Ed Eiswirth

SR Director Beverage Operations & Innovation, Royal Caribbean Cruise Lines
Ed is an award-winning industry veteran with over 20 years’ experience in enterprise beverage management, strategic initiatives, bar operations and innovation. With a wide range of experience in casual, upscale casual and fine dining Ed has brought a unique perspective to shipboard... Read More →
avatar for Craig Schoettler

Craig Schoettler

Executive Director Of Beverage and Corporate Mixologist, MGM Resorts International
In his role as Executive Director of Beverage and Corporate Mixologist at MGM Resorts International, Craig Schoettler uses his extensive culinary and beverage knowledge to position the company as a thought leader in the hospitality industry. Under his guidance, Schoettler oversees... Read More →
Wednesday March 5, 2025 8:30am - 9:15am PST
Pacific Ballroom
  General Session
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