Curious about the trends no one else is talking about yet?
Need fresh perspectives that actually move your business forward?
Looking for strategies that separate industry leaders from followers?
We heard you! The 2026 Vibe Conference is bringing content that breaks through the noise and gets to the heart of what matters in the business of beverage. Our breakout sessions feature leaders shaping the future of our industry who will offer actionable insights and takeaways that challenge you to think differently.
The hardest part? Choosing which sessions to attend! Check out our full agenda of breakout sessions, held on Tuesday, February 24, below.
10:30 am-11:15 am
How Operators are Turning AI Data into Revenue
Have you ever wanted to eavesdrop on your customer base to find out exactly what they want? Well, it turns out you can!
Join Melki Ko, CEO & Founder of Ground Signal, to learn how you can tap into what guests are talking about before they even walk through your doors. Melki will break down how operators and beverage companies are using insights from social conversations and AI to spot what’s trending now—from cocktails and flavors to the occasions that drive real volume behind the bar.
Sell More (Non) Alcohol
This interactive session will feature a first-of-its kind dual non-alcoholic beer and spirits training, with real-world examples of how the right non-alcoholic program can drive incremental sales.
David Crooch, who successfully built Ritual Zero Proof and sold it to Diageo, and Alex Boerger, Chief Sales Officer for Athletic Brewing, will debunk myths around this category while showing you how to increase the revenue this category can add to your bottom line.
Come thirsty as there will be plenty of samples!
Crafting Beverage Experiences for Hotels and Airlines
- Devin Burns, Vice President of Hospitality, JSX Airlines
- Marco Bustamante, Vice President of Food & Beverage, Auberge Collection
- Jennifer Higginbotham, Director, Premium Services Operations Strategy & Support, American Airlines
- Moderator: Alexi Khajavi, Group President | Hospitality & Operational Real Estate, Questex
11:30 am-12:15 pm
The THC Beverage Opportunity
Join Jake Bullock, founder of Cann—an alcohol-free, cannabis-infused social tonic—for a candid conversation about this emerging category.
Whether THC beverages are on your radar today or not, state legislatures are debating this category right now. Operators who sit on the sidelines risk being left out of frameworks that could define access and profitability for years to come. This session will help you understand the opportunity, assess the risks, and decide if—and how—to position your operation for this next wave of beverage innovation.
How the On-Demand Economy Rewired the Path to Purchase
Using Uber's unique data on both restaurant journeys and meal deliveries, this session reveals how today's "curious-loyal" consumers balance devotion to favorites with deliberate exploration.
David Iudica, head of Global Measurement & Insights Analytics at Uber, will unpack the decision-making levers that matter to consumers—price, time, brand—and how they shift between impulsive cravings and planned occasions.
Creating Guest Loyalty
In a crowded on-premise landscape, entertainment alone isn’t enough. Operators are winning customer loyalty by pairing experiences with beverage strategies that drive higher check averages and repeat visits.
We've brought together leading entertainment venue operators to share how they're using beverage strategy as a powerful tool to capture guests' share of wallet and build lasting loyalty:
- Bill Koning, Vice President of Operations, Chicken N Pickle
- Jencey Keeton, Chief Marketing Officer, Punch Bowl Social
- Nels Storm, Vice President, Food & Beverage Product Strategy, AMC Theatres
- LP O'Brien, Global Creative Director of Beverage, F1 Arcade
1:30 pm-2:15 pm
Why Beer is Still Big Business
The on-premise is a critical channel for beer, comprising upwards of 60% of alcohol revenue, with dollar share growth outpacing retail. Establishments can drive even more volume and value through the right assortment and the right price. Draft beer is leading the charge, and as demand increases, operators need to rethink their approach.
This session brings together distributors, suppliers, and operators to discuss how beer is entering a new era driven by challenger brands that are accelerating category momentum:
- Ari Opsahl, CEO, Outlaw Light
- Kimberly McKinnish, Senior Vice President and Chief Operating Officer, National Beer Wholesalers Association
- Brian Lebredo, Director of Beverage, Texas Roadhouse
Reviving Wine Culture: How Staff Buy-In Creates Guest Buy-In
We all know wine is struggling, but are you focusing on the right things to increase sales? The real key to selling more wine is your staff. When they’re educated and energized, wine isn’t just a beverage—it’s an experience.
Join a panel of experts as they explain how to train your staff to become wine-selling superstars:
- Joe Wagner, Owner & Winemaker, Copper Cane Wine & Spirits
- Robbi Jo Oliver, Divisional Vice President Wine & Spirits / Learning & Development, Certified Sommelier | CMS,
Mastro's Restaurants - Anthony Giglio, Contributing Editor, Food & Wine
- Andrew Deitz, Senior Vice President of Sales, DeMeine Estates
Fast Casual's Approach to Bar Experiences
The lines between QSR and fast casual continue to blur, but one differentiator is emerging as a powerful tool for driving connection and elevating the guest experience: the bar. While alcohol consumption trends downward nationally, select fast casual brands are finding remarkable success by thoughtfully integrating bar programs that go beyond simply selling drinks.
- Chrys Tirado, Senior Manager of Beverage & Partnerships, Cheba Hut
- Daniel Camp, Director of Culinary & Beverage, Fuzzy's Taco Shop
- Moderator: Lauren Barash, Vice President Marketing, The Culinary Creative Group
Vibe Conference 2026 will take place February 23-25, 2026 at Town & Country Resort in San Diego, California.
Contact us now to secure your program for the 2026 Vibe Conference:
Elliot Howell, Sales Director, ehowell@questex.com
Connect and follow Questex’s Vibe Conference and community at Facebook and LinkedIn.