The 49th Annual Impact Marketing Seminar: Industry Power Players Convene In New York

M. Shanken Communications, Inc., New York, held the 49th Annual Impact Marketing Seminar yesterday, assembling leading executives from across the drinks business. The industry’s leading lights convened at The Pierre in New York City for a packed program at the sold-out event, hosted by M. Shanken Communications chairman Marvin R. Shanken.

The latest edition of the Seminar featured presentations from top executives across the industry, with a focus on topics like the current wine market landscape, the luxury segment, marketing to new generations, furthering the growth of Tequila, refocusing Scotch whisky, updating distributor operations with the latest technology, and marketing spirits brands to a global audience.

Shanken opened the event, welcoming the audience to the 49th edition of the industry’s signature summit, before ceding the floor to his daughter, executive vice president Jessica Shanken Reid. She set the stage by laying out some of the challenges currently confronting the drinks business, such as the uncertain economy, cost inflation, tariffs, the aging out of baby boomers from the market, and the rise of Gen Z, whose lesser purchasing power and interest in non-alcohol categories have resulted in fewer beverage alcohol occasions.

The morning program featured thought leaders from around the business. Featured speakers included:

• Bill Newlands, President & CEO, Constellation Brands, Rochester, NY, on “Facing Realities in the U.S. Wine & Spirits Market”
• Simon Hunt, Chief Executive, Campari Group, Milan, Italy, on “Marketing Global Brands for Maximum Growth”
• Chris Gabaldon, President & CEO, North America, Moët Hennessy, New York, on “The New Landscape for Luxury Wine and Spirits”
• Rick Tigner, President & CEO, Jackson Family Wines, Santa Rosa, CA, on “Navigating Generational Change in the U.S. Wine Market”
• David Chaplin, Chief Growth Officer, Southern Glazer’s Wine & Spirits, Miami, FL, on “Partnering to Build World Class Brands Through the Power of Technology”
• Brian Cox, Global Vice President, Scotch Whisky, Bacardi Ltd, Hamilton, Bermuda, on “Marketing Scotch Whisky to the Next Generation”
• Lander Otegui, Chief Marketing Officer, Proximo Spirits, Jersey City, NJ, on “Keeping Pace in the Dynamic Tequila Market”

After the morning program, Seminar attendees gathered for a Champagne reception followed by a luncheon in The Pierre’s Cotillion Room. Following the meal, Academy Award-winning actor and co-founder of Pantalones Organic Tequila Matthew McConaughey was announced as the special luncheon speaker. McConaughey read selections from his latest book, Poems & Prayers, before holding forth on a host of topics in conversation with Cigar Aficionado executive editor David Savona and concluding by taking questions from the audience.

The 50th Annual Impact Marketing Seminar will be held next year on October 7.

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