NABCA’ S ADVISORY COMMITTEE
Sean Noble
CAMPARI General Sales Manager Control States
Chairwoman Becky Schlauch has declared that her theme this year is " Forward Together, Stronger Tomorrow." I couldn ' t agree more with this concept. Our industry is built on relationships; working together strengthens our foundation, and prosperity follows.
Joining forces to solve supply chain issues, adjust to new client behaviors and generate new ideas has proven successful in this business. The more collaboration between distillers, brokers, state bailment warehouses and hospitality organizations, the more growth tends to result.
Partnerships benefit both big brands and small distilleries. Larger corporations can distribute their products more widely, while smaller producers are more inventive and connected to their communities. Sharing information and access to new markets helps the firm thrive for everyone.
New ideas and technology are revolutionizing the beverage industry, resulting in traditional relationships taking innovative forms. AI-powered data predicts what people will buy, and blockchain technology verifies products in the digital future. Distilleries increasingly use this data to improve goods, streamline supply lines and tailor customer experiences. Progress today also involves the electronic format; companies that invest in virtual tastings, digital advertising and social media communications to their consumers will lead to industry growth.
Businesses are also looking for sustainability, which is critical for a brighter future. People are more conscious than ever of how their purchases influence the environment, so the spirits industry must respond. Many distilleries lead the way by employing renewable energy, reducing water waste and using carbon-free production processes. Regenerative agriculture and organic farming are also becoming more common. Every action must be sustainable, from choosing eco-friendly packaging to responsibly sourcing raw materials. All these efforts require outsourcing and cultivating new partnerships.
Using sustainable packaging, including biodegradable bottles, recycle systems and less plastic, also helps to " green up " the industry. Brands that support these activities will improve the planet and strengthen relationships with environmentally conscious customers. At Campari, we pursue sustainable development through responsible resource use and environmental impact minimization. With our new Global Environmental Strategy, we set ambitious targets and aim for net-zero emissions by 2050 or sooner. We also recognize that climate change is one of the biggest threats to the planet and support the Paris Agreement ' s 1.5 ° C global temperature limit.
Moving forward together requires promoting a diverse and inclusive business. Representation is crucial in management, leadership, production and marketing. The spirits industry must continue to break down barriers by providing a voice to the voiceless, investing in diverse talent and giving everyone a chance.
Let ' s not forget the vital role community involvement plays. The sector may make a lasting impact through smallfarmer partnerships, local economy support and social projects. Today, people want brands that do good, and genuine community work develops trust and affection.
Tomorrow will be stronger. Everyone must agree on the drinks industry ' s path forward. The industry will survive and prosper if individuals collaborate, accept new ideas, prioritize sustainability and support inclusion. Brands will overcome future challenges with the same vigor and ingenuity that have made them famous for centuries.
We ' re establishing an industry around excellent drinks, strong connections, responsible growth and greatness. Moving forward together improves tomorrow.
Brooke Rodriguez
BACARDI General Manager, Commercial Operations Control States
“ Forward Together, Stronger Tomorrow "
When I think about the future, I can’ t help looking to the past for inspiration. As a family-owned company for seven generations, Bacardi has certainly faced moments of uncertainty.
When our Founder, Don Facundo, first dreamt of revolutionizing spirits, he didn’ t succeed overnight. It took him 10 years to perfect the formula of Bacardi rum. Once his business launched, the challenges continued. It took surviving natural disasters, Prohibition, forced exile from the company’ s homeland of Cuba and rebuilding in foreign lands, sometimes with just the clothes of their backs. The family was able to overcome moments that could
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