Beverages on a high note: returning to New Orleans, the 2007 Cheers Beverage Conference showcases the on-premise beverage industry's vibrancy and innovation and delivers business-building insights

Cheers, April, 2007 by Donna Hood Crecca

Celebrating its 10th anniversary, the Cheers Beverage Conference brought nearly 700 hospitality industry beverage professionals to the Sheraton New Orleans on January 29 and 30 to listen to, learn from and interact with a range of experts and one another. A round-up of stellar speakers took center stage, playing off the conference theme of "Beverages on a High Note." A series of Beverage Business Breakout sessions focused on particular aspects of beverage development, sales, marketing and management.

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The conference drew record operator attendance, including beverage, marketing and operations executives from leading chain and multi-concept restaurants and hotels across the country.

Restaurant industry leader Ralph Brennan of the Ralph Brennan Restaurant Group, who has been instrumental in rebuilding the hospitality business in New Orleans, opened the conference. Welcoming attendees, he updated them on the post-Hurricane Katrina recovery efforts, and urged his listeners to return to the city for business and pleasure. "We are open for business," he said.

Presentation of the 2007 Cheers Awards for Beverage Excellence followed, during which 13 chain beverage programs and professionals were recognized for their innovation and results (profiles of all award winners begin on page 40).

Bruce Tulgan, author and president of Rainmaker Thinking, addressed a topic all beverage management professionals face today--generational diversity--in his presentation, "Managing Generation X and Generation Y: How to Bring out the Best in Today's Young Talent." Describing the various generations now participating in the workforce, he outlined the different mindsets, motivators, communications skills and priorities of each, and provided insights on how to help the various generations work together effectively.

Women are increasingly important drink consumers, asserted beverage guru Steve Olson of aka Winegeek and the Beverage Alcohol Resource program, during his multi-media presentation entitled, "Battle of the Sexes ... at the Bar?" Video intercepts with bartenders and consumer research demonstrated that female guests are more likely to interact with the bartender or server and act on their recommendations than men.

During "Uncork Your Thinking: A Strategy for Brewing Growth," industry keynote speaker Richard Snead, president and CEO of Carlson Restaurants Worldwide, outlined the beverage strategy at the T.G.I. Friday's concept. Among the key consumer insights driving the strategy are the quest for flavor and variety, premiumization, nutrition and freshness and customization. Noting that strategies specific to the concept's bar and beverage programs are crucial to the success of the brand's revitalization effort, he said, "The bar is the energy center of the restaurant."

Stephen Barth, founder of HospitalityLawyer.com and a professor at the Conrad N. Hilton College of Hospitality & Restaurant Management at the University of Houston, outlined the importance of effective communications, coaching and training in "Perfecting Positive Leadership for Positive Performance."

Attendees also networked and shared further insights at social events throughout the conference, and explored the dynamic food and beverage scene in the host city of New Orleans.

Conference Photos by Riverview Photography