This week, IMI Agency had the great pleasure of hosting the 2023 B4 Summit, held this year at The Cloister at Sea Island, Georgia. The event is a prestigious gathering of leading hospitality operators, beverage brand suppliers and allied industry associates. An acronym for Building Better Beverage Business ™, “B4” is an event where we address the changes taking place in our industry.

At this Summit, we took a look at some of the ways the on-premise national chain operators and beverage brands can take positive action to grow their beverage businesses. We examined the long-term effect of AI through mapping the future of beverage success across multiple verticals in the chain hospitality segment. To accomplish this, IMI Agency brought together a group of dynamic speakers of which included Armida Ascano, Chief Content Officer & Innovation Facilitator, Trend Hunter; Colleen McClellan, VP of Customer Experience, Datassential; Doug Stephens, Founder, Retail Prophet; and our emcee, Jack Maxwell from The Booze Traveler, who are experts in their fields to share their knowledge in very specific areas of creative thinking and innovative concepts, beverage consumer fundamentals, guest interaction and educational training initiatives.