Sea the Future at B4 Summit

By Mallory Ambrose | November 17, 2023

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.

Throughout the summit, participants were exposed to an expanded spectrum of activities that fostered cross-functional interaction amongst industry leaders. The blending of consumer behavior, use of Artificial Intelligence (AI), route market changes, consumer trends, service styles and technology are all influencing guest interaction. With an increased vision of AI’s place in the industry’s future, the ultimate take-away was valuable actionable ideas and resources that provide us with the tools for success in the “sea” of changes.

One of the many highlights of B4 Summit this year included the Future of LTO/Grocery Grab Edition event which featured a surprise appearance from none other than Guy Fieri. Participants joined teams made up of beverage marketing, mixology, and operational masterminds for the first ever “Grocery Grab” challenge. Informed by insights on the Future of LTO, teams were tasked with creating an innovative limited-time-offer based on unique on-premise scenarios. Teams showed their competitive spirit as they dashed through beverage, glassware, and garnish filled aisles as they collaborated on a final product to impress the esteemed judging panel.

The dynamic synergy of ideas, innovative solutions, and collaborative spirit witnessed at the 2023 B4 Summit reflects the pulse of industry evolution. As attendees return to their endeavors armed with fresh perspectives and valuable connections, the ripple effects of this conference are poised to propel the industry landscape forward into a new era of growth and transformation.

Be on the lookout for upcoming articles detailing breakout sessions and our keynote speakers with of course, lots of pictures. Cheers!