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On Monday, March 23 from 10:00-11:00 am at the 2026 Bar & Restaurant Expo, two experts will discuss why embracing the demand for non-alcoholic options can significantly enhance your strategic approach in the session, "How Non-Alc Spirits Can Drive Revenue for Your Account."
The session features Cristin "Moxy" Castro, Senior Sales Manager, South Region, Diageo Non-Alcoholic Beverages, and Tom Halaska, Field Sales Director, Diageo Non-Alcoholic Beverages.
We caught up with both of them to learn more about what inspires them, what's in their fridge, and more!
What's always in your fridge at home?
Moxy: A ridiculous amount of hot sauce
Tom: Cotswold.
What inspires you?
Moxy: Wild hairstyles and colors.
Tom: My son, who just started his first role as an elementary school teacher, and his ability to see the best of a person or situation.
If you could have dinner with anyone (dead or alive), who and where?
Moxy: Nelson Mandela, inside the rugby clubhouse of the Springboks in 1995.
Tom: Paul Reubens at the Circus Trailer from Pee-Wee’s Big Top in Joshua Tree, CA
What do you wish you knew five years ago?
Moxy: Covid’s gonna happen and people are gonna forget their manners.
Tom: I am happy knowing what I knew then. It gave me the insight to know what I know now.
What's something you believe that most people in the industry would disagree with?
Moxy: Non-alcoholic and functional beverage is a sea change that correlates with the post-Covid economy, #MeToo, #BlackLivesMatter, and the rise of values-based spending.
Tom: Success begins and ends with your team. Take care of them, and you take care of your business.
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