Cheers Beverage Conference 2006

Cheers, Oct, 2005

Cheers CRACKING THE CASE ON BEVERAGES

Presented by Cheers Magazine

February 15-16, 2006

Hyatt Regency Irvine * Irvine, CA

We're sure you've heard the buzz ... the Cheers Beverage Conference, presented by Cheers magazine, has become the premier executive-level event for the beverage industry--focused on showcasing new ideas and programs guaranteed to bring you the right solutions for your on-premise beverage business. So come join us!!!

You won't want to miss a minute of CBC 2006, including the forward-focused program and speakers and especially the CBC Highlight on Thursday Evening--Cheers Annual Beverage Extravaganza, where adult beverages and nonalcoholic drinks and ideas come to life, thanks to our valued sponsors' products and the creativity of some of the best bar and beverage masters in the country. See and taste new products and ideas, and sample some amazing cuisine from our first-time Showcase Celebrity guest chefs.

Who Should Join Us?

Corporate-level Foodservice and Hospitality executives responsible for specifying or buying on-premise beverages and related products, and executives responsible for creating and/or marketing the beverage program.

Target Titles

Beverage VP/Director, F & B VP/Director, Marketing, Operations, Purchasing, Owner, and Partner--from national, regional, or local restaurant and hotel chains or management companies, night club and bar concepts, casinos and cruise ships, multiconcept independents, and high-volume independent operators. Attendance by wholesalers and consultants is limited, and CBC is restricted to sponsor-only supplier attendance.

REGISTRATION

Operators

Before Jan. 27, 2006 $395 pp

After Jan. 27, 2006 $595 pp

At-Conference $750 pp

Suppliers

Attendance is limited to sponsors only.

Call Cheers 2006 at 888-EVENT29 for registration and information or visit our website at cheersconference.com

DIAMOND SPONSORS

Allied Domecq Spirits

Anheuser-Busch, Inc.

Brown-Forman

Coca-Cola

Diageo

Future Brands

PLATINUM SPONSORS

American Beverage Marketers

Bacardi USA, Inc.

Banfi Vintners

Beringer Blass Wine Estate

Cardinal International

Constellation Brands

Coors Brewing Company

Cruzan Ltd.

DIRECTV

E. & J. Gallo Winery

Fishbowl Marketing

Forest Glen Winery

Heaven Hill

Heck Estates

Heineken USA

iMi Incentive Marketing

InBev USA

Island Oasis

JEWEL Wines

Kerry Food & Beverage

Kobrand Corporation

Majestic Fine Wines

MarkeTeam Inc.

McCormick Distilling

Moet Hennessey USA

Monin, Inc.

Natural Brands Inc.

Niebaum-Coppola

Nolet Spirits U.S.A.

NPD Foodworld

NRAEF

Palm Bay Imports

Patrick Henry Creative Promotions, Inc.

Pernod Ricard USA

R. Torani

Red Bull North America, Inc.

Remy Cointreau USA

Sazerac Company

Scottish & Newcastle Importers

Shaw-Ross International Importers

Sidney Frank Importing Co., Inc.

SKYY Spirits LLC

Starbucks Coffee Company

Ste. Michelle Wine Estates

Svedka Vodka

Technomic

The Boston Beer Company

The Gambrinus Co.

The Patron Spirits Company

Trinchero Family Estates

Ultimat Vodka

Vincor USA

Vita-Mix Corporation

W. J. Deutsch & Sons

Wente Family Estates

White Rock Distilleries

William Grant & Sons, Inc.

GOLD SPONSORS

WineQuest Solutions

AGENDA

Wednesday, February 15, 2006

11:00

The Mystery of Beverage Welcome Luncheon

12:00

Opening Remarks -- Charlie Forman

VP/Publisher, Cheers Magazine

Welcome & Introduction -- Steven Olson, Master of Ceremonies

Cheers Excellence in Beverage Operator Awards

Industry Overview -- Marion Minor

President & COO, Adams Beverage Group

"5 Clues to Solving the Mystery"

Charlie McConnell, NPD

Networking Break

2:30

Beverage Business Breakouts *(repeated twice) "Legally Investigating Beverage Marketing"*

Moderator -- Stephen Barth

Hospitality Lawyer.com

"Consumers Continue Consuming ... The Case Goes on"*

Moderator -- Tiziana Mohorovic and Jack Robertiello, Adams Beverage Group

"Partnering with Control States: A Guide for Successful Beverage Operations in Control States"

Tim Johnson, Champps Entertainment, Inc.

Debbie Allison, Darden Restaurants, Inc.

"Hands-on Discussion of Consumer Trends"

Moderator -- Marion Minor

Adams Beverage Group

"Perfect Partners" -- Beer and Food Pairings for Profit (a tasting workshop)

Moderator -- Stephen Beaumont

"Wine ... Fad or Fashion"

Moderator -- Doug Frost

Networking Break

Repeat of Indicated Breakouts*

4:45

Catch Up and Feet Up Time

6:15

Beverage Classics ... "Cracking the Case" Cocktail Reception

7:30

FREE EVENING

10:00

Late Night at the Lobby Bar

Thursday, February 16, 2006

8:00

Continental Breakfast

9:00

Opening Remarks

Keynote -- Doug Brooks CEO

Brinker International

Networking Break

10:30

Business of Beverage Breakouts *(repeated twice)

"Cracking the Case on Successful Beverage Programs" ... It's About Training"*

Moderator -- Tim Hanni, WineQuest

"Alcohol-Free Marketing ... the Secret for Success with Consumers"*

Moderator -- Robert Plotkin, Bar Media

"Beer Innovation"

Moderator -- Stephen Beaumont

"Hitting on the Right Target with Wine Consumers"

Moderator -- Jack Robertiello

Adams Beverage Group

"Digging Deeper for Clues to Better Beverage Sales"

Moderator -- Jeff Grindrod, Nova Marketing

"Passing the Bar"

Moderator -- Steve Olson, AKA Wine Geek

Logistics Break