The U.S. Beverage Alcohol Forum (USBAF) debuted on Thursday, April 5, 2012 at the WSWA 69th Annual Convention and Exposition in Las Vegas. Attendees participated in five interactive panels, including Seduced by Social Media, Brand Activation, Industry Trends and Brand Builders, Navigating Brand Entry and Distribution, and Building, Cultivating and Retaining a World-Class Team.
“We put together a tremendously valuable series of sessions featuring a number of prominent industry experts and leaders. I’m pleased the attendees gained practical information they can use immediately to improve their ability to grow in the U.S. market,” said Craig Wolf, WSWA President and CEO.
Steve Raye of Brand Action Team highlighted the use of social media in getting brands recognized and accepted by consumers. “Social media is a critical tool for marketing brands today,” said Raye. “Marketers need to focus on presenting an authentic online voice and work on contributing value to the conversations occurring online.”
“To maximize distribution opportunities and ultimately brand valuations, brand owners must stay on top of the changing landscape of the U.S. beverage alcohol system,” explained John Beaudette of MHW, ltd.
Jeff Grindrod of Brand Action Team presented an overview on product trends both globally and in the U.S. He explained that “while the U.S. dominates the wine and spirits market overall, it’s important to be aware of what’s happening abroad as those trends will increasingly affect our marketplace.”
Mike Ginley of Next Level Marketing moderated a panel on the concept of Brand Ambassadors. “The industry has become more competitive and sophisticated, making brand ambassadors an increasingly important component of a company’s marketing mix. Brand Ambassadors bring expertise and a personal touch that traditional advertising cannot replicate.”
Josh Wand of BevForce stressed that at the base of every strong company is a dynamic team. His discussion emphasized the importance of not just creating, but maintaining a dynamic company culture which motivates employees through means in addition to compensation.
To view these sessions, go to www.USDrinksConference.com, or www.wswaconvention.org.
