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Annual Convention Seminars By Category

 

Below you will find a detailed schedule of the seminars by date at NBWA’s 88th Annual Convention & Trade Show. With over 20 seminars at this year’s convention, maximizing your time onsite and bringing back fresh ideas for growing your business has never been easier.

To view seminars by date, click here

Make sure to register for the seminars you want to attend — click here to learn how to do so. If you have any questions about the event or how to register for your preferred seminars, please contact Grace Moery at gmoery@nbwa.org

Industry Trends Legal Management Operations Sales and Revenue Annual Convention Info

Industry Trends

Regulatory Insights & Updates Across the Beverage Alcohol Landscape

MONDAY, OCTOBER 13 (8:00 – 9:15 a.m.)

Wendy Turk, Vice President, Regualtory Affairs, Fintech
Dave Christman, VP State Affairs, NBWA

Wendy Turk and David Christman will provide a timely overview of regulatory and legislative activity directly impacting the wholesale of alcohol and hemp across the country. This session will offer valuable insights into the evolving landscape and what it means for your business.

Zoom Out, Win Big: Giving Your Team a Full View of the Total Beverage Alcohol Market

MONDAY, OCTOBER 13 (8:00 – 9:15 a.m.)

Kaleigh Theriault, Director, Beverage Alcohol Thought Leadership, NielsenIQ (NIQ)
Drew Hummel, Director Beverage Alcohol Vertical , North America, CGA by NIQ

Succeeding in today’s competitive beverage market requires a full-view analysis of the beverage alcohol and beer industry – one that brings together on- and off-premise data for a complete, unified market perspective.

Seminar attendees will receive an exclusive first look at new analysis barriers between data sources to challenge industry myths—combining scan, panel, and On Premise insights. As consumers continue to moderate their beverage alcohol consumption, understanding the total industry landscape is more critical than ever.

This session, tailored for beer distributors, will explore how to navigate both on- and off-premise channels to uncover growth opportunities in a shrinking volume market, as well as deploy Beer First tools to complete the sale. Join us for a valuable look at the data and insights that will shape winning strategies in 2025 and beyond.

Evolve or Else: How Distributors are Adapting to the New Beverage Landscape

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Dave Williams, President, BUMP Williams Consulting
JB Shireman, Director, Arlington Capital Advisors

Explore today’s beverage landscape in this dual presentation from experts at BUMP Williams Consulting and Arlington Capital Advisors. The beverage alcohol industry is facing a critical juncture as it contends with heightened competition from recreational alternatives, a rise in moderation-oriented behaviors, shifts in consumer preferences and a surge in NA beverages promoting functional benefits. At the same time, the torrid landscape of M&A, consolidation, joint ventures and key supplier dynamics introduces its own layer of opportunities and/or challenges on top of the underlying category dynamics. This session will explore how forward-looking distributors are analyzing the realities of the industry today and forming strategies for the future and their role within it.

Hemp Beverages: What a Difference a Year Makes

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Christopher Lackner, Founder & President, Hemp Beverage Alliance
Michelle Bodian, General Counsel, Hemp Beverage Alliance

Hemp Beverages: What a Difference a Year Makes: Last year, the Hemp Beverage Alliance (HBA) asked the question: What is the future of hemp beverages? Twelve months later, that answer – and how it could affect beer distributors – is becoming clearer.

HBA founder and president Christopher Lackner and HBA general counsel Michelle Bodian will share an overview of state legislative successes in 2025, preview upcoming challenges and provide the latest on the Farm Bill and its impact on the category.

HBA will also present on innovations in the category, new entrants into the industry and market data that demonstrates that hemp beverages can be a key driver in any distributor’s portfolio.

More Profits and Volume with Less Infrastructure

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Nick Rellas, Founder and CEO, Greater Industries

In many cases, attempts to increase profits are focused on selling more cases via acquiring more territory, or more by adding SKUs in the existing territory. Although sound in principle, these approaches require more sales personnel, trucks, warehouse time and cost.

What if you could achieve the incremental “golden cases” without additional operating costs, or even while reducing them?

In this seminar, distributors will learn techniques for dramatically increasing volume and profits without increasing infrastructure, SKU offerings or territory. We’ll highlight areas of opportunity, including calculated sales orders, more calls per salesman, more stops per truck, more cases sold per stop, better service for your retailers, increased retail-sell through, service time reduction, the virtual elimination of dated beer in the marketplace and finally, engineered fleet composition and utilization.

These areas of opportunity can, and have already, in aggregate, improved wholesaler profitability by 30%. Attendees will see the results achieved, via examples and on-stage wholesaler participation.

Legal

Protecting Your Interests During Product Diversification

MONDAY, OCTOBER  13 (8:00 – 9:15 a.m.)

Michael Madigan, Attorney, Madigan, Dahl & Harlan, P.A.

Out of economic necessity, distributors are diversifying their portfolios and venturing into spirits, wine, NA, hemp and other beverage categories subject to substantially different regulatory requirements, distribution models and liability risk.

This seminar will explore how distributors might best navigate these disparate beverage landscapes to ensure regulatory compliance and protect their short- and long-term interests.

  • Understanding the applicability (or inapplicability) of franchise or other laws to the different beverage categories
  • Negotiating strategies and suggested contractual provisions in beer, spirits, wine, NA and hemp distribution agreements to fairly structure supplier relationships and protect distributor interests.
  • Understanding product liability risk and how best to mitigate
  • Surveying recent legal cases and trends impacting distributors’ long- and short-term interests

As the industry continues its rapid evolution, an understanding of these topics becomes essential for distributors looking to maintain their competitive edge and survive in an increasingly complex market.

Adapting to a Changing Landscape – Alliances and Brand Acquisitions

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Craig Van Horn, Managing Director, Ippolito Christon & Co.
Keith B. Hochheiser, Partner, Hochheiser & Akmal
Rizwan Akmal, Partner, Hochheiser & Akmal

With growing market consolidations, and shifting supplier dynamics, beverage distributors must adapt to stay competitive. This seminar explores the power of forming alliances with neighboring distributors to achieve economies of scale, create one-stop solutions for suppliers, and strengthen market position—while navigating legal risks, antitrust concerns, and state liquor regulations. We will also provide insight as to why a loosely formed alliance creates tremendous risk for its members. We will also cover key financial considerations, including allocating shared resources, valuing acquired brand rights, and structuring payments for shared services. Attendees will learn how to structure alliances that maximize value, boost competitiveness, and ensure compliance.

Additionally, we will examine how brand acquisitions can drive growth and diversification. This examination will look at how to properly determine the value of a particular brand acquisition, along with best practices to safeguard your investment and avoid costly missteps. Attendees will leave with actionable strategies to adapt, compete, and thrive in this rapidly changing landscape.

Management

Tone from the Top: Culture Starts With You

MONDAY, OCTOBER 13 (8:00 – 9:15 a.m.)

Matt Dahlstrom, Tone from the Top, In:trench Consulting Group, LLC

Whether you’re leading one distributorship branch or managing multiple markets, the culture, standards, and accountability your teams operate under all begin with you. In this session, In:Trench Consulting Group founder Matt Dahlstrom explores what it truly means to lead from the top — and why it’s never just about hitting the numbers.

Matt will shares practical insights and leadership principles centered on:

  • Culture Is Your Responsibility – Why what you allow becomes the standard, and how to shape a culture that performs
  • Leading with Clarity – How to create alignment through clear direction, consistent messaging, and visible leadership
  • Legacy: What You Leave Behind – Building systems, habits, and people that carry on long after you’re gone

Built on real-world experience inside the beer industry, Tone from the Top will offer practical tools and honest guidance for leaders looking to elevate how they lead, communicate, and drive results — not just for today, but for the long haul.

Building a Culture of Continuous Learning and Innovation

MONDAY, OCTOBER 13 (8:00 – 9:15 a.m.)

Andrea Pellettiere, Director of Talent Management, Manhattan Beer and Beverage Distributors

Between rising competition and market shifts, things are moving fast in beer distribution. Your organization needs forward thinking, innovative ideas and new direction – all of which requires the best and brightest talent.

You know that personal development and learning are critical to building a strong workforce, but where do you begin and how do you ensure it truly drives your business objectives? In this session, we’ll talk about real and practical ways to implement successful learning initiatives, even if you are starting from ground zero.

We’ll cover:

  • The difference between training and learning and why both are important for your organization
  • Reframing the learning process to get employee buy-in…and even excitement!
  • How to “unlearn” what you think you know about beer, leadership and life to pave the way for innovative thought and ideas
  • Practical techniques to encourage intentional reflection, application and learning, no matter what area of your organization

Operations

Aye, Robot: A Tech Approach to Building Your Long-Term Workforce

MONDAY, OCTOBER 13 (8:00 – 9:15 a.m.)

Jonathan O’Neil, CEO, Block One Automation
Barry Van Boord VP of Operations, Block One Automation
Raegan Cordell, Director of Product, Block One Automation

Staffing and daily operations are changing in the industry. This seminar will explore how robotics and automation can help distributors create more predictable and efficient warehouses over time. Rather than simply increasing headcount, smart systems can ease everyday tasks and help teams focus on high value work. The talk will cover ways to build flexible systems that scale with your business needs.

Distributors will learn:

  • How to think about automation as part of long-term workforce planning
  • Where robotics can create consistency in daily operations
  • Examples of practical strategies already being used in distribution

A Smarter Approach to Fleet & Route Management

MONDAY, OCTOBER 13 (8:00 – 9:15 a.m.)

Nick Rider, Senior Account Executive, Descartes
John Barton, Service Execution Manager, Pepin Distributing Company
Cyndi Brandt, VP, Fleet Solutions, Descartes
Matt Fannon, Director of Routing, Silver Eagle Distributors
Will Woodall, Sales Execution Coordinator, Mitchell Distributing
Chris Doiron, Solutions Consultant, Descartes

Efficiency is no longer a competitive advantage — it’s a necessity. Staying ahead in today’s beverage industry requires precision, visibility, and data-driven execution. We’ll show you how fellow distributors have transformed their logistics operations, achieving:

  • Real-time fleet visibility for proactive decision-making
  • Optimized routes that reduce inefficiencies and maximize deliveries
  •  Enhanced productivity through performance analytics
  • Improved customer service with seamless communication across teams

This session will provide actionable insights into how technology-driven logistics strategies empower distributors to streamline operations, increase efficiency, and sustain competitive leadership. Attendees will gain a concrete roadmap for leveraging real-time tracking, route analytics and cross-functional collaboration to drive measurable business results in the beverage industry.

Do The Homework, Make the Grades: Getting an A+ On Your Technological Investments

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Nick Full, Director, Consulting Services, PDC/KPI

Distributorships are vibrant, kinetic and evolving organizations. Order patterns and complexities established over months, now change within a week, while a challenging labor market has made accommodating fluctuations more difficult.

How can distributors maintain efficiency with so many variables affecting their operations?

Investing in technology such as automation or mobile material handling offers an opportunity to position your organization for short- and long-term success – but it must be done with thoughtfulness and preparation to get the results you need.

This seminar will detail the pre-work, and the homework necessary to make the grade on aligning your labor and technology investments. We’ll explore:

  • How to perform a complete and objective analysis of the current and future business at the invoice level
  • Reviewing case studies of well-calibrated solutions and their results, as well as common myths and mistakes.
  • Available solutions and technologies and where they apply to your business

Future-Proofing the Family Business

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Ian Padrick, CEO, Ohanafy
Theresa Johnson, CEO/Owner, The Beverage Market and Thundering Beverage
Ellie Preslar, Chief Commercial Officer, Sierra Nevada Brewing Co.

For many distributors, the business is more than a company – it is a legacy. But legacy systems are one of the biggest risks to that legacy. In this session, Ohanafy CEO Ian Padrick shares what it takes to modernize a multi-generational beverage business without losing its identity.

From outdated tools to disconnected data, Ian will walk through the common challenges family-owned distributors face and how future-ready platforms built specifically for this industry are solving them.

This seminar will show how embracing technology can help distirbutors honor your past, support your present and set up the next generation to lead with confidence.

Rethink Keg Distribution Through Purposeful Design

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Clay Kobernick, VP Category – Delivery Solutions, Rehrig Pacific Co.

What if the key to solving some of beer distribution’s biggest challenges isn’t just new equipment — but a new way of thinking?

This seminar explores how creative problem-solving and intentional design can transform everyday tools into powerful solutions. Using the new Keg Pallet system as a case study, we’ll dive into how designing for maximum efficiency — from warehouse flow to delivery routes — can help tackle labor shortages, improve safety, reduce handling time, and streamline reverse logistics.

Rather than addressing one issue at a time, this approach challenges distributors to look at the full ecosystem of their operation and design with versatility adaptability, and long-term scalability in mind.

Come ready to think differently — and leave with ideas for smarter systems, more inclusive workflows and a future-ready distribution network.

Sales and Revenue

New Frontiers: Lessons on Expanding Into Spirits/Wine/Energy

MONDAY, OCTOBER 13 (8:00 – 9:15 a.m.)

Tracy Neal, CEO, CPG Data / iSellBeer
Zac Voss, Owner, Voss Distributing
Brian Hupp, GM/VP, Beverage South – Columbia
Katie Wescott, Vice President, Trade Development, Southern Glazer’s Beverage Company

As more beer distributors’ portfolios venture into the wine, spirits and energy drink segments, there are key differences in the “what” and the “why” that each segment prioritizes and rewards in their networks.

Join 30-year industry veteran Tracy Neal as he interviews the best of the best in each segment. These distributor veterans will discuss how wine, spirits, and energy drink prioritize go-to-market activities differently than beer – and what we can learn from these differences.

You’ll leave with fresh ideas on how to maximize your portfolio and set your business up for success when entering new segments.

Influencing Key Accounts

MONDAY, OCTOBER 13 (8:00 – 9:15 a.m.)

Thomas Fox, Partner, Fox Sales Coaching

With consolidation making your big accounts even bigger, Key Account Managers need to be able to cut through the clutter to influence your most important accounts.

Veteran industry sales leader Tom Fox will highlight critical concepts needed to win in your on- and off-premise chains:

  1. Being customer focused is more important then ever – you’ll learn how to do so
  2. Using data to identify category and portfolio opportunities
  3. Using data to create assortment (distribution) and promotion solutions
  4. Building effective presentations
  5. Delivering your presentation collaboratively

With immediately actionable insights based on a keen understanding of the modern market, this is must attend for any of your current or future Key Account Managers.

Draft Beer is the Ultimate Sampling Opportunity

MONDAY, OCTOBER 13 (8:00 – 9:15 a.m.)

Jennifer Hauke, Founder, Draftline Technologies
Therese Nelson Rednor, Sales Manager – Beer, Breakthru Beverage Colorado

In this session, we’ll dive into data about the impact and strategy of product sampling in beverage alcohol:

  1. Sampling Impact: Research highlights how sampling drives long-term sales growth, boosts conversion rates and increases purchase intent. It also creates broader market effects, with 47% of samplers willing to buy later.
  2. Draft as Sampling: Draft can serve as a low-risk trial for customers, enhancing brand exposure and leveraging social reinforcement to encourage future purchases.
  3. Bev Alc Sampling: Single glass purchases on-premise act as a paid surrogate for sampling in this category, offering the product in a socially reinforcing environment.
  4. Premium Offering Expectations: We’ll explore what customers expect from premium draft pricing, how they’d react to subpar service at premium rates, and where businesses fall short.
  5. Operational Challenges: Maintaining quality is critical. In-house efforts often fail, while outsourcing to third parties raises concerns about cost, quality, and reliability

Turning Community Events into Wins for Your Company

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Bill Kraich, VP, Platform Evangelist, Encompass Technologies
Jeff Wheeler, Vice President of Marketing & Corporate Relations, Del Papa Distributing
Mike Mudler, Statewide General Manager of Beer, United Distributors
Abbey Gillick, Managing Partner, Quality Brands

Every distributor knows the pressure of “make-or-break” events. From local festivals to major sporting championships, these moments define your reputation and impact your community. Our seminar focuses on how to leverage technology to conquer these challenges, freeing you to focus on what you do best: serving your customers and community.

We’ll explore how effective planning, strategic resource allocation and seamless execution are crucial for success. A panel of diverse distributors will share their real-world experiences, demonstrating how the right tools and processes can simplify complex logistics and ensure flawless event execution.

Walk away with actionable strategies you can immediately apply to any major event in your market, strengthening your position as a reliable community partner and streamlining your day-to-day operations. This seminar empowers you to master those critical moments, allowing you to concentrate on building relationships and serving your community.

Who’s Wagging Who? Fix Broken Incentives and Take Back Control of Your Sales Strategy

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Bud Dunn, President, Volume X Profit Technologies
Mike Hall, Director of Customer Success, VXP & Co-Host, Tapped In Sales Podcast
Ted Champion, Sr. Director of Sales, Lakeshore Beverage
Rodney Edwards, President, Grellner Sales

Are your supplier programs setting your priorities? Has your Pay-for-Performance (PFP) plan slowly turned into a guaranteed monthly bonus? Many beer distributors are discovering their incentive structures are no longer driving performance — they’re driving complacency, confusion or chaos.

This session explores how leading distributors are regaining control by transforming their incentive plans from the inside out. You’ll hear candid stories from the field about:

  • When teams realized their PFP had become entitlement — not motivation
  • How supplier-funded incentives quietly reshaped sales priorities
  • What it took to design a plan that rewards execution and profit — not just volume or visibility
  • Measurable impact: from stagnant growth to performance-driven teams

Join us to learn how to realign your incentives, reclaim your sales strategy and re-energize your team in 2026.

Risks and Rewards of Becoming a Total Beverage Distributor

TUESDAY, OCTOBER 14 (8:00 – 9:15 a.m.)

Randy Jozwiakowski, Managing Director, Paragon Beverage Advisors, LLC
Drew Jaglom, Partner, Tannenbaum Helpern Syracuse & Hirschtritt LLP
Mark Hall, Managing Director, Paragon Beverage Advisors, LLC
Scott Savage, Managing Director, Paragon Beverage Advisors, LLC
James Rieger, Partner, Tannenbaum Helpern Syracuse & Hirschtritt LLP

Two major themes – Convergence and Slowing Beer Volume Trends – have commanded the beverage industry news cycle lately. Soft beer volumes and increasingly blurry lines between beverage categories prompt distributors to face the question of “How do we grow our business?” One answer is to become more of a total beverage distributor, distributing more non-alcohol, spirits, wine, and other products such as hemp-derived beverages and snacks.

This seminar will focus on the risks and rewards of moving into the total beverage distribution space in search of growth, including:

  • Quantitative examples of adding brands to your portfolio vs. doing nothing
  • Challenges and opportunities with hemp-derived beverages
  • Risks of non-franchise protected brands
  • How to structure M&A to reduce risks

As the industry continues to evolve, many distributors will need to make difficult decisions on whether to expand or consider other options. This seminar will arm you with information to guide those decisions.