Impact’s 47th Annual Marketing Seminar NYC October 2023

The 47th Annual Impact Marketing Seminar in NYC

Set against the vibrant backdrop of New York City, and the luxurious PIERRE HOTELS the 47th annual Impact Marketing Seminar took center stage, made even more memorable by coinciding with Marvin Shanken's 80th birthday. Marvin, the visionary behind IMPACT, Market Watch Magazine , Wine Spectator , and Cigar Aficionado , M. Shanken Communications lent his legacy to the proceedings.

The event attracted a diverse array of industry leaders, promoting knowledge exchange and rekindling long standing connections. As a participant for almost two decades, I found myself immersed in familiar camaraderie and the excitement of forging new relationships. I had a number of poignant reflective moments with others, privately paying homage to legends and friends Rocky Wirtz of Breakthru Beverage Group and Juanita Duggan of WSWA. I reconnected with many friends from across the tiers including Southern Glazer's Wine & Spirits , Republic National Distributing Company , Allied Beverage Group , Reyes Beverage Group , Southern Glazer's Beverage Company and Martignetti Companies , Brown-Forman , Total Wine & More , Henry Preiss - Preiss Imports , Grain & Barrel Spirits , Gopuff , Ole Smoky Distillery, LLC , Sugarlands Distilling Company , Trinchero Family Estates , HOTALING & CO. , GALLO Constellation Brands , Molson Coors Beverage Company , Pernod Ricard , Heaven Hill Brands , among others.

Mergers & Acquisitions (M&A) emerged as a powerful theme. Although organic growth discussions were presented, M&A clearly takes precedence as a vehicle for growth by the global leaders. This was evidenced by the intrigue around my M&A initiatives at STS Capital Partners , which span Asia, Europe, and the Americas. The drive for strategic deals was evident, as spirits, beer, soft drinks, and even cannabis sectors showcased increasing convergence.

Another crucial theme was the emphasis on our multicultural world. Beverage titans unanimously acknowledged the imperative nature of recognizing and celebrating diverse cultures in their marketing and consumer engagement efforts. Catering to this diversity isn't merely a nod to the present; it's a nod to the future. With Gen Z prioritizing inclusivity and representation, this focus is not just trendy but essential for the sustained evolution of the industry.

The seminar boasted an impressive speaker lineup:

• Marvin Shanken commenced? the event with a heart felt welcome and story he had never told before from the early days when he took no advertising (a distant memory for everyone in the room ??) and how the then head of Seagram introduced him to the media industry causing a huge uptick in his business, which eventually helped him create such a successful media empire.
• Tony Latham , President of North America Bacardi , tackled "Targeting the New Beverage Consumer".
• Jessica Spence , President of North America Beam Suntory , provided insights on “Beam Suntory's Vision for the Future of Whiskey vs. Equal”.
• Ugo Fiorenzo Managing Director, Campari Group Americas, offered his expertise.
• Edward Pilkington , CMO Diageo NA, delved into “Spirited Innovation as a Key to Growth”.
• Phil Markert , Director of Liquor at Albertsons Companies , discussed “The New Consumer for Tomorrow's Wine and Spirits Market: A Chain Perspective”.
• Francis Creighton , President and CEO Wine & Spirits Wholesalers of America , passionately spoke on “The Three-Tier System”.
• Daniel White from 可口可乐公司 elucidated “Creating New Partnership Bridges for Beverage Alcohol”.

The seminar was further elevated by Michael Strahan . The National Football League (NFL) legend-turned-TV icon spoke about the transformative power of self-belief, crediting it for his diverse successes. Strahan’s message of manifesting one's destiny through deep-rooted conviction left an indelible mark.

I took time at the majestic St. Patrick’s Cathedral to give thanks and blessings. The 47th Impact Marketing Seminar was more than an event; it was a visionary compass, ensuring the beverage industry's trajectory remains progressive and inclusive.