ProWein schedule day two featuring Ian Somerhalder
How do you offer value for money in times of economic hardship? How can technology improve your operations? All this and more will be discussed during our seminar programme for the second day of ProWein.
On Monday 17 March, The Spirits Business Hub at ProWein – which will be in Hall 7, Stand C01 – will host five sessions covering a broad spectrum of subjects, specific to the spirits scene.
One of the highlights of the day will be an exclusive Q&A with Ian Somerhalder, star of hit TV series The Vampire Diaries and co-founder of award-winning Brother’s Bond Bourbon.
“We cannot wait to welcome guests to The Spirits Business Hub at ProWein – for anyone with a keen interest in the spirits trade, these sessions will provide valuable insights and discussions,” said Melita Kiely, editor-in-chief of The Spirits Business. “We want these sessions to be informative, inspiring and enjoyable.
“We understand it’s a challenging year for the industry, and many of our seminars have been specifically designed to help brands, buyers and bartenders navigate these headwinds.”
Visitors to The Spirits Business Hub will also be able to sample several products from the magazine’s annual Top 50 Most Innovative Spirits 2024.
Keep reading for further details about what to expect from each session on Monday 17 March.
The full schedule of Spirited Conversations is available to view online, where visitors can also register their interest for any of the talks.
Monday 17 March
10.30am – The Future of Spirits Pricing: Balancing Brand Prestige with Economic Realities
Join Matthieu Gouze, commercial director at Maison Ferrand, and Kim Heng TEO, commercial director at El Supremo, as they discuss how rising global costs are shaking up the spirits market, and the impact this is having on both premium and value-driven categories. As inflation and supply chain disruptions contribute towards rising production costs, brands must navigate the challenge of preserving their price positioning. How can this be done while protecting consumers, who are also feeling the pinch? The discussion will explore how these economic pressures influence different price points, with a spotlight on emerging trends.
12pm – How Technology is Transforming the Drinks Industry: From Production and Maturation to Consumer Engagement
Join Rob Hollands from Proof 8 as he discusses the transformational opportunities that new technologies are providing for producers, warehouses and marketers. From data-driven AI, to transparent supply chains powered by blockchain and smart sensors, we’ll explore how organisations can leverage technology to optimise production and unlock new levels of traceability and transparency.
1.30pm – Why Tequila is Taking Over
Times are changing for Tequila. The spirit has long outgrown the ‘slammer days’, with a new age of agave appreciation driving Tequila’s popularity, premiumisation and innovation. Join fourth-generation Tequila distiller Grace Gonzalez to find out more about what’s behind the market rise of Tequila and the spirit’s growing appeal among a broad demographic of consumers.
3pm – Spirited Women: Distilling Success
Join Malka Roth, co-founder of Casa Malka Tequila, and Isobel and Imogen Armstrong, co-founders of Secret Garden Distillery, for a thoughtful panel discussion on the impact of female-founded spirits companies. This session will highlight the stories of women who are making their mark on the drinks industry, discussing their journeys, challenges, and successes. Gain insights into how they’re influencing the future of the spirits world and driving change within the industry.
4.30pm – Bonding Over Bourbon: A Conversation with Ian Somerhalder
Join The Spirits Business’ editor-in-chief, Melita Kiely, for an exclusive conversation with actor, entrepreneur and whiskey enthusiast Ian Somerhalder, as he delves into the story behind his Brother’s Bond Bourbon brand. From his passion for whiskey to the challenges of building an authentic spirits brand, Somerhalder will share insights into craftsmanship, the importance of sustainability, and his journey from screen to spirits.
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