Tuesday, May 25, 2010

7:30-9:00am
REGISTRATION & CONTINENTAL BREAKFAST
Empire Foyer

9:00-9:10am
WELCOME
Kevin Francella, Publisher, Beverage World

9:10-9:30am
OPENING ADDRESS
Michael C. Bellas, Chairman & CEO, Beverage Marketing Corporation

9:30-10:30am
THE NEW MARKETING REALITIES
The economic recession of the last few years has profoundly influenced how many firms are conducting their businesses. Yet, firms have been making adjustments in recent years to the way they do marketing for more reasons than just the economy. As a result of dramatic shifts in the technological, demographic, social-cultural, natural, and political-legal environments, marketers now face a rapidly changed and changing marketplace. Panelists will share their experiences, insights, and advice as to how they have adjusted their marketing in recent years and how they see their marketing evolving going forward.

Moderator:
Kevin Lane Keller, Ph.D., E. B. Osborn Professor of Marketing, The Tuck School of Business, Dartmouth College

Panelists:
Gregg Billmeyer, Vice President, Trademark Brands, Anheuser-Busch, Inc.
Sarah Robb O'Hagan, Chief Marketing Officer, The Gatorade Company
James R. Trebilcock, Executive VP — Marketing, Dr Pepper Snapple Group

10:30-11:00am
BEVERAGE BREAK
Empire Salon I

11:00-11:45am
KEYNOTE INTERVIEW
Massimo d'Amore, Chief Executive Officer, PepsiCo Americas Beverages

11:45am-12:15pm
COMPANIES OF THE YEAR & LIFETIME ACHIEVEMENT AWARDS CEREMONY
Empire Salon II

2010 Lifetime Achievement Honoree:
Graham Mackay, Chief Executive, SABMiller plc

Small Company of the Year: Mike's Hard Lemonade
Large Company of the Year: Dr Pepper Snapple Group

12:15-1:15pm
THE BEVERAGE FORUM LUNCHEON
Empire Salon I

1:15– 2:15pm
SUCCEEDING AS AN ENTREPRENEUR IN TODAY'S MARKETPLACE
A Small Company Perspective
Every year, thousands of innovators, entrepreneurs and visionaries set their sights on making it big in the global beverage market place. Not all will prosper and succeed. The successful ones have the unique ability and talent of resourcefulness to challenge industry dynamics and complexities that face companies both big and small today. Find out what these new trailblazers have done to earn their spot in the billion dollar beverage industry and how they fought the uphill battle for market recognition.

Moderator:
Brian Sudano, Managing Director & COO, BMC Strategic Associates
Panelists:
Travis Hollman, Founder & Chief Executive Officer, VIB Holdings LLC
Michael Kirban, CEO & Co-Founder, Vita Coco (All Market Inc.)
Jack Owoc, Chief Executive Officer & Chief Scientific Officer, VPX/Redline

2:15–3:00pm
KEYNOTE INTERVIEW
Seth Goldman, President and TeaEO, Honest Tea

3:00-3:30pm
BEVERAGE BREAK
Empire Salon I

3:30-4:15pm
THE NEW GLOBAL ECONOMIC ENVIRONMENT
The Wall Street Roundtable
Whether it is a merger/buyout, cost cutting strategies, developing new synergies, creating improved operating efficiencies, or total corporate restructurings, companies of all shapes and sizes have been forced into finding more creative ways to combat the worst global financial crisis since the Great Depression. Our Wall Street Roundtable of leading beverage industry analysts will give their take on the current state of the beverage industry and how the industry could evolve from this financial dilemma.

Moderator:
Caroline Levy, Managing Director-Beverages/HPC, Calyon Securities (USA) Inc.
Panelists:
Carlos Laboy, Managing Director, Equity Research, Credit Suisse Securities (USA) LLC
Kaumil S. Gajrawala, Executive Director, UBS Investment Bank

4:15-5:00pm
KEYNOTE SPEECH
John McDonnell, Chief Operating Officer, Patrón Spirits International AG

5:15-7:00pm
COCKTAIL RECEPTION
Grand Hyatt Lobby

Wednesday, May 26, 2010

7:30-9:00am
CONTINENTAL BREAKFAST
Empire Foyer

9:00-9:45am
KEYNOTE SPEECH
John M. Farrell, Vice President - Global Strategy, The Coca-Cola Company

9:45-10:45am
'SOCIAL DRINKING:' HOW SOCIAL MEDIA IS REVOLUTIONIZING THE WAY BEVERAGES ARE MARKETED
The biggest shift in a long while in how beverages are marketed is taking shape right now and social media like Facebook and Twitter are at the heart. Big traditional marketers as well as smaller brands looking to get established are flocking to social media—and it's not just to gain buzz for their traditional campaigns. Using social media has eclipsed "pet project" status and is quickly becoming a bona fide business strategy. How is it being done, what can be learned from those who are making a splash doing it, and what does this portend for how beverage brands get established and grow?

Moderator:
Kunur Patel, Reporter, Advertising Age
Panelists:
Eric McKay, Director of Communications, L. Knife & Son Companies
Courtney Reum, Managing Director, VeeV

10:45-11:15am
BEVERAGE BREAK
Empire Salon I

11:15am-12:00pm
KEYNOTE INTERVIEW
Peter H. Coors, Chairman, Molson Coors Brewing Company; Chairman, MillerCoors

12:00-12:10pm
CLOSING REMARKS

BREAKOUT SESSIONS (For registered workshop attendees only):
Breakout registrants are entitled to attend one session each from group 1 and group 2

12:15-1:00pm
LUNCH
Empire Salon I

1:00-2:00pm
GROUP 1 (To run concurrently)

• MARKET TRENDS I: NON-ALCOHOLIC BEVERAGES
  Ever wonder what is the leading category in the non-alcoholic beverage segment? How about finding out the new “innovations” that are helping re-shape this segment? This workshop provides an in-depth analysis of the non-alcoholic industry segment. Gain insight with a review of current volume and market trend data and dive into the key driving factors of this industry segment.
  Presented by: Gary A. Hemphill, Managing Director and Chief Operating Officer, Information Services, Beverage Marketing Corporation and Jeff Cioletti, Editor in Chief, Beverage World
  Uris & Julliard Room, Conference Level
  
  
• II. NEXT GENERATION PACKAGING
  Packaging innovation is more important now than ever before. New barriers for product imagination and creativity have been eclipsed. "Going Green" and the demand for sustainability have necessitated new dimensions for packaging. Find out what the latest trends and developments are in the never-ending quest for product packaging and how it will impact our future.
  Presented by: Andrew Kaplan, Managing Editor, Beverage World
  Panelists: Laura L. Clark, Marketing Director - Food & Beverage, Avery Dennison; Dan Muenzer,  Vice President of Marketing, Spear; Alonso Prado, Marketing Manager-Cluster North America, Tetra Pak Inc., Marketing & Product Management;  Tony Smith, Vice-President of Global Marketing and Business Development, Closure Systems International (CSI)
  Regency Room, Mezzanine Level

2:00-2:15pm
BEVERAGE BREAK
Uris & Julliard Room, Conference Level

2:15-3:15pm
GROUP 2 (To run concurrently)

• MARKET TRENDS II: ALCOHOLIC BEVERAGES
  What is the driving force behind the alcoholic beverage industry sector today? This workshop will provide you an industry performance review on key factors that are shaping this segment today. Explore the current business environment, elements creating competition between categories, changing consumer preferences, volume trends and projections, and much more.
  Presented by: Brian Sudano, Managing Director and Chief Operating Officer, BMC Strategic Associates
  Uris & Julliard Room, Conference Level
  
  
• NEXT GENERATION PRODUCT FORMULAS
  NEW FOR 2010! New products arrive all the time. How they are formulated builds mystery behind the product. The creative ingredients used in these new formulas have led to a wide array of unique beverages designed to enhance our lives. Learn how these "Next Generation" formulations are impacting us and what we can expect from future innovations.
  Presented by: Heather Landi, Senior Editor, Beverage World
  Panelists: Dr. Ihab Bishay, Director, Business Development and Application Innovation, Ajinomoto Food Ingredients LLC, Jack Owoc, CEO, VPX/Redline
  Regency Room, Mezzanine Level

Arrangements for the 2010 Beverage Forum are being finalized. Please check again for the latest developments.