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Making Moves 2025: How Beer Professionals Can Build a Winning Hand
The full schedule is here for the 4th annual Making Moves! Join hundreds of beer and beverage colleagues in Las Vegas this Oct. 14-15 for content focused on answering a critical question:
In an era of technological upheaval and shifting consumer behavior, what skills do beer and beverage distributors, suppliers and retailers need to compete and win?
Get ready to build a winning hand by exploring this year’s schedule below. Use the menu to jump to a specific session ⬇️
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Tuesday, Oct. 14
Skills Needed to Thrive in 2030
Nikki Beyrle, Chief Human Resources Officer, LDF Distributors
Technology keeps on rolling forward, changing how professionals across industries and disciplines perform their work. In an era of dramatic — and at times even unsettling — change in the workplace, how can beverage alcohol professionals position themselves for future success?
Veteran beer distributor and HR leader Nikki Beyrle will highlight key skills that help you accomplish goals today and be better prepared for tomorrow.
Unhazy IP-A.I. — Demystifying Today’s Hottest Technology
Nick Rellas, Founder and CEO, Greater
A.I. is already making a profound impact on beverage alcohol, bringing opportunities and misconceptions alike. Technology leader Nick Rellas will cut through the noise and lead a networking exercise where attendees explore three key questions:
- What is A.I. — and just as importantly, what isn’t it?
- What are the most valuable ways to use A.I. in business and specifically the beer industry?
- How can you make yourself indispensable in the A.I. age?
Welcome Reception (6:00 – 7:30 p.m. in the Emperor Ballroom)
Join us for the networking event of the year! Beverage alcohol leaders of today and tomorrow will gather to celebrate the industry, make new connections and share insights from the day’s education sessions.
Wednesday, Oct. 15
Write Your Own Success Story
Sue McCollum, CEO, Eagle Brands
From the beer industry to the gridiron, Sue McCollum has forged a remarkable legacy of business innovation and leadership. The owner and CEO of two Florida distributors — and newly minted limited partner of the Buffalo Bills — will join us to share her story of taking risks and never giving up across a thrilling career in beer.
No matter where you are in your career, her lessons on the challenges and rewards of aiming high will resonate as a call-to-action to never be afraid of going all-in on your dreams.
Keynote: The Purpose Pursuit
Amanda Brinkman
Learn how to think differently about your purpose in this electrifying, hilarious presentation from a nationally renowned brand-builder who’s built campaigns for Fortune 500 brands and created an Emmy-nominated series, “Small Business Revolution.”
Through inspiring stories and plenty of humor, Amanda will show how purpose can fuel resilience, spark connection and bring meaning to both work and life.
Super Power Mini-Workshop
In this mini-workshop, Amanda will lead attendees through four different exercises that allow everyone to discover and identify their very own superpowers. What energizes you on your best day? What skills do you take for granted? Learn more about yourself and those seated at your table as Amanda facilitates the discussion.
A Skill for Every Career Level
Ann Legan, Global Vice President Marketing, Miller Family of Brands
If you could think of one essential and emerging skill to empower women at any stage of their leadership journey, what would it be? Join veteran beer industry marketer Ann Legan as she shares her answer, delivering a skill roadmap that you can immediately use to see results in your work.
One for Today, One for Tomorrow
Panelists:
• Samantha Catalina, Fractional CMO, CounterMeasures Corp.
• Stefanie Stanisic, Marketing Coordinator, Doll Distributing
• Nicole Langone, Mills River Brewery Plant Director, Sierra Nevada Brewing Co.
Some skills are timeless, helping generation after generation unlock success. Others are just now emerging to the forefront of the professional conversation. Utilizing the World Economic Forum’s “Future of Jobs” report on the most important competencies of the future, our panelists will highlight one skill that got them here — and one they’re working on to boost their future self.
No Cap, All Facts: Gen Z Insights for the Beer Biz
Laura Fries, COO of Edelman’s Gen Z Lab and Deputy General Manager for Edelman, Chicago
Gen Z is the youngest legal-drinking cohort — but do they even drink? And if so, what do they want from brands?
Join the “ZEO” of Edelman’s Gen Z Lab for a valuable look into the values, habits, and preferences of this elusive group. The Lab’s 400+ Gen Z advisors from around the globe help brands future-proof their strategies with a dedicated data hub, external advisory board, and cross-sector expertise.
Frie will share high-level takeaways for bev alc, plus early insights from Edelman’s new September report — revealing what it really takes to win with the next generation.
Solving an Industry Challenge
Coming off a record-breaking Making Moves in 2024, one comment kept coming up in the event survey:
We need to use the energy and brainpower in this room to tackle the challenge we’re all facing: What do we do about Gen Z?
And that’s exactly what we’re going to do this year! Through both stage and tableside activities, this open-ended session will encourage candid discussion that cuts through niceties to help us think about solutions.
As the youths would say, it’s going to get real. Bring your hottest takes and best ideas!
Brewed Awakening: Rethinking the Category’s Future
Panelists:
- Mallika Monteiro, EVP, Managing Director, Beer Brands, Constellation Brands
- Alison Payne, CMO, Heineken USA
- Ray Biebuyck, Founder, Hurray’s Girl Beer
- Moderator Jenn Litz-Kirk, Beer Business Daily
2025 has been the year of “headwinds” for the beer industry. Consumption trends and demographic shifts all tell a clear story — the category needs a shot of energy, fast.
In this candid conversation, top beer CMOs will bring creativity, analytics and resilience to reimagine the future. What’s the industry getting wrong? Which brands and industry attributes deserve reinvestment? Where should companies place their bets? This panel will unpack the programs, products and messages that can connect with today’s shifting consumer — and debate whether industry-wide growth is possible, or if it’s every brand for itself.
Even if you’re not primarily in beer, this session will probe the big questions facing EVERY beverage alcohol leader.