Vibe Conference 2025

CGA by NIQ will take you on a journey through the latest and greatest drink and outlet trends across the globe, whilst always considering what it means for us in the USA. By combining sales, consumer, analytic and bartender trends, CGA can give the full view on where the channel is currently at and where it is heading. The presentation will include VIBE exclusive data which will be presented for the first time at the conference.

Selling consumers on why you and your brand is even more important today than before. Join Colleen McClellan from Datassential to explore how operators and brands are creating personalized and engaging experiences to drive traffic and check averages. From global influence, AI, menuing, activations and more - this session will leave you ready to try something new.

Join leading voices in a multi-stakeholder panel as they discuss the critical challenges reshaping the industry—from labor shortages and rising costs to shifting consumer demands. Panelists will explore fresh strategies for talent retention, supplier partnerships, and digital engagement, offering insights into adapting and thriving in today’s evolving landscape. Discover how to meet current challenges head-on while staying agile in a landscape where technology and trends are redefining the future of on-premise beverage.

Explore the power of creative partnerships in crafting immersive activations that resonate with today’s trend of experiential marketing across hotels, restaurants, cruise lines, and "eatertainment" venues. This session will delve into successful collaborations between hospitality operators and suppliers, showcasing innovative activations that enhance guest experiences and drive engagement. Attendees will learn how to leverage these partnerships to create unique, memorable events that not only elevate their brands but also align with evolving consumer expectations.

• Discover best practices for forming successful partnerships that lead to impactful activations.
• Learn how to design immersive experiences that engage guests and enhance brand loyalty.
• Explore case studies of innovative collaborations that exemplify the power of experiential marketing in the hospitality industry.

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.

In this session we will explore the role of the beverage offering as a key revenue source for hotels and its evolving role in driving profitability across the F&B department and beyond. Hosted by HotStats, this panel of operators will delve into the latest beverage trends and their impact on the P&L, as well as explore how to tailor a hotel’s beverage strategy to keep up with the changes in consumer preferences.

In 2025, the highly anticipated Vibe Consumer Trend Study returns, offering must-have insights for creating top-performing beverage programs. As one of the most popular and highly attended sessions, this study provides actionable data and trends across beer, wine, and spirit cocktails. Fielded exclusively for the Vibe Conference, the study is conducted just before the event, ensuring the freshest and most relevant industry insights.

With over 1,000 on-premise national chain beverage consumers—both operators and suppliers—participating, the results are directly applicable to your business. Don’t miss this opportunity to stay ahead with the latest trends and insights shaping the beverage landscape.