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Spirited Conversations: Seminars with The Spirits Business and Industry Leaders
The Spirits Business is delighted to present an inspiring series of seminars at ProWein this year, designed to uncover the latest trends and innovations shaping the spirits industry. Taking place on The Spirits Business stand in Hall 7 / C01, these sessions will feature engaging discussions, expert insights, and a chance to connect with key industry players. Be part of the dialogue influencing the future of spirits!
Seminar Location: Hall 7 / C01
Seminar Duration: 45-60 minutes
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Places will be given on a first come first served basis. For more information, please contact the SB Events Team – events@thespiritsbusiness.com.
Event Schedule
Sunday 16 March
10:00AM
Speaker(s)
Introduction from The Spirits Business
Join The Spirits Business as we kick off this year’s seminar series at ProWein 2025
Melita Kiely
Editor-in-Chief of
The Spirits Business
Sunday 16 March
10:15AM
ProSpirits Report: The Future of Spirits
Join us as we take a deep dive into the inaugural ProSpirits Report – The Future of Spirits. Drawing on insights from more than 200 international industry experts, the report covers the current state of the spirits industry, opportunities for growth, trending spirits categories, expectations for market segments and sales channels, international spirits markets, and more. Leading brand representatives will sit alongside the report’s lead researcher to weigh in on the findings, and to share their own experiences and insights.
This seminar promises to be an excellent opportunity to stay ahead in this rapidly changing sector.
Speaker(s)
Prof. Dr. Simone Loose
Hochschule Geisenheim University
Donatien Ferrari
Group Communications Manager
La Martiniquaise-Bardinet
Nikša Pirović
Founding Manager
Pacific & Lime
Sunday 16 March
12:30PM
Vodka’s Enduring Appeal: Sustaining Global Dominance and Revitalising its Cool Factor
Join Matthew Brennan from Tito’s Handmade Vodka, and Mohit Singh from Desi Daru Vodka for an insightful session exploring why vodka remains at the forefront of the global spirits market, with unrivalled consistency and popularity. Delve into the key drivers behind its lasting success, its continued dominance, and the strategies that help sustain its impressive global volumes. Uncover innovative ways to refresh vodka’s image, to make it more dynamic, fashionable and appealing to the next generation of consumers.
Speaker(s)
Matthew Brennan
Commercial Manager
Tito’s Handmade Vodka
Mohit Singh
Founder
Desi Daru
Zak Oganian
CEO of Origen X, owner of Mikolasch Vodka.
Sunday 16 March
14:00PM
Collaborate to Elevate: Rethinking Brand Building and Distribution Strategies in a Changing Industry
Join Tipple founder Eoin Bara for a conversation focused on global spirits distribution. Eoin will share his unique perspective on brand-building, and new, advanced ways of securing that coveted distribution deal. This session will also explore how to develop a distinctive brand in today’s market, what distributors are looking for, and practical strategies for securing effective distribution partnerships. Gain insights to effectively build your distribution strategy while adapting to the challenges of a changing industry landscape.
Speaker(s)
Eoin Bara
CEO
Tipple
Sunday 16 March
16:30PM
How AI-Driven Software is Driving Personalised Experiences
How is AI-driven software being used to create truly personalised experiences? In e-commerce and hospitality settings, using web, mobile and GenAI technologies can take your operations to the next level. How can software work with on-trade and off-trade professionals, aiding the work that takes place both front and back of house, to drive engagement, sales and customer loyalty?
Join us as we explain how to utilise AI technology to craft dynamic experiences in a cost-effective way. A tasting of A tasting of rare whiskies (including Dailuaine 1997, Auchroisk 1996 and BenRiach The Twenty One) will accompany the talk .
Speaker(s)
Patrick Schmitt MW
Editor-in-Chief
the drinks business
Andrew Sussman
Co-Founder and CTO
Preferabli
Danny Cooper
Chief Information and Digital Officer
Virgin Wines
Jose Amado-Blanco
CEO Vinarte
Migros Gruppe
Colin Hampden-White
Whisky Expert
Preferabli
Sunday 16 March
17:15PM
Thomas Henry Presents: Happy Hour at The Spirits Business Innovation Bar
Join Thomas Henry, the official partner of The Spirits Business Innovation Bar at ProWein 2025, and the talented team at The Rumah, Rotterdam, for a relaxed happy hour. Enjoy expertly crafted cocktails and good conversation in a laid-back setting – perfect for unwinding and connecting with fellow visitors.
Speaker(s)
Melita Kiely, Editor-in-Chief of The Spirits Business,
and Eoin Bara, CEO of Tipple
Monday 17th March
10:30AM
Speaker(s)
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.
Matthieu Gouze
Commercial Director
Maison Ferrand
Kim Heng TEO
Commercial Director
El Supremo
Monday 17th March
12:00PM
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.
Speaker(s)
Rob Hollands
CEO
Proof 8
Monday 17th March
13:30PM
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 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.
Speaker(s)
Grace Gonzalez
Master Distiller and Ambassador
El Mayor
Monday 17th March
15:00PM
Spirited Women: Distilling Success
Join Malka Roth, Co-Founder of Casa Malka Tequila, and Stephanie Jordan, CEO and Co-Founder of Avallen Spirits, for a thought-provoking panel discussion on the impact of female-founded spirits companies. .
This session will shine a light on the stories of women who are leaving a lasting impact on the drinks industry, exploring their journeys, challenges, and successes. Gain valuable insights into how these trailblazing women are shaping the future of the spirits world and driving positive change within the industry.
Speaker(s)
Malka Roth
Founder
Casa Malka
Stephanie Jordan
CEO and Co-Founder
Avallen Spirits
Monday 17th March
16:30PM
Bonding Over Bourbon: A Conversation with Ian Somerhalder
Join The Spirits Business 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, Ian will share insights into craftsmanship, the importance of sustainability, and his journey from screen to spirits.
Speaker(s)
Ian Somerhalder
Co-Founder
Brother’s Bond Bourbon
Tuesday 18th March
10:30AM
Tariff Wars: Navigating the Impact on Transatlantic Spirits Trade
The spirits industry has been caught in the crossfire of tariff disputes between the US and the EU/UK, and China, creating challenges for producers, exporters, and consumers alike. This panel will explore the far-reaching consequences of these tariff wars, from export declines to supply chain issues. Industry experts will discuss the strategies brands and businesses are employing to adapt, the role of diplomacy in resolving these disputes, and what the future holds for transatlantic trade.
Join us for an honest discussion about the complexities of tariff conflicts and how the spirits industry can prepare to weather these economic storms together.
Speaker(s)
Jeff Diego
CEO & Founder
Helmsman Imports, Drifter Spirits
Patrick Mckenzie
Director of International Business Development
Tennessee Distilling Group
Tuesday 18th March
12:30PM
Raising the Bar: Trends, Challenges and the Future of Cocktail Culture
In today’s competitive drinks industry, knowledge is power. This panel will explore how training programmes, content marketing, and customer education can transform the way brands, bars, and retailers connect with their audiences. By empowering staff and consumers with a deeper understanding of what makes a great drink, businesses can boost confidence, encourage upselling, and foster stronger customer loyalty. Our experts will share insights on leveraging cocktail expertise as a tool to drive sales growth, build trust, and stand out in a crowded market. Whether you’re looking to enhance your team’s skills or to create memorable customer experiences, this discussion is your guide to turning knowledge into revenue.
Speaker(s)
Kai Myhre
Founder
Cocktail Club
Tuesday 18th March
15:00PM
An Evolving Landscape: Latest Insights into the World of Spirits
What does the future hold for the spirits industry in 2025? Join The Spirits Business as we share the latest data about the global spirits industry. We will look at which categories are poised for growth and those facing falling sales – and ask, why? From trends to new product developments, the global spirits landscape is constantly evolving. These insights will leave you equipped with additional information on how to navigate this fast-moving sector ¬– a must-attend session for anyone seeking insights into what’s next for the world of spirits.
Speaker(s)
Melita Kiely
Editor-in-Chief
The Spirits Business,