Inside IBWSS San Francisco: What It Takes to Win Hotel Beverage RFPs
By Evan Traub, Director of Accounts, IMI Agency | August 08, 2025
Industry leaders from Hyatt, IHG, The Wine Group, and Proximo share their strategies for building standout proposals and lasting partnerships.
This past Wednesday, at the International Bulk Wine & Spirits Show (IBWSS) in San Francisco, I had the honor of hosting a dynamic and insightful panel discussion focused on a crucial topic in today’s beverage industry: “Winning Hotel Beverage RFPs: What Buyers Really Want.”
As hotels continue to refine their beverage programs with a stronger focus on innovation, operational fit, and guest experience, the competition among suppliers to win key placements through the RFP process has never been more intense. Our goal with this session was to pull back the curtain and offer real, actionable insights into what it really takes to stand out.
I was joined by a powerhouse group of industry professionals representing both sides of the RFP table:
- David Samuel, Director of Beverage Operations at Hyatt Hotels
- Katherine Wojcik, Director of Beverage at IHG Hotels & Resorts
- Stephanie Mallory, Senior Director of National Accounts at The Wine Group
- Todd Kudra, Vice President of National Accounts at Proximo Spirits
Together, they brought decades of experience navigating supplier-client relationships, RFP best practices, and the evolving expectations in the hotel beverage space.
Key Takeaways: What Buyers Are Really Looking For
Throughout the conversation, a few key themes rose to the top, offering clarity and strategic direction for suppliers looking to better position themselves during an RFP process:
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Read the RFP, Really Read It
One of the most critical pieces of advice from both David Samuel and Katherine Wojcik was simple but often overlooked: suppliers must thoroughly read and understand the RFP.
Sloppy or incomplete responses not only reflect poorly on the supplier but can also signal a lack of care, effort, or ability to execute, none of which instill confidence in a long-term partner.
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Tailor Proposals to the Property and Portfolio
Another major takeaway? Personalization matters. A one-size-fits-all submission doesn’t cut it anymore. Panelists encouraged suppliers to go beyond the paper, take the time to visit hotel properties, walk the outlets, and experience the guest perspective. This boots-on-the-ground approach helps suppliers craft proposals that are not only relevant but impactful.
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Showcase Partnership Potential, Not Just Product
Stephanie Mallory and Todd Kudra brought valuable perspective from the supplier side, emphasizing that while product quality is table stakes, long-term success depends on demonstrating how you show up as a true partner. That could include support for training, marketing activations, data sharing, and flexibility in meeting shifting operational needs.
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Bring Creative Solutions to the Table
Hotels today are navigating labor shortages, sustainability goals, and rapidly evolving guest expectations. Suppliers who come to the table with creative, on-brand solutions that address these challenges stand out.
Whether it’s pre-batched cocktails that save time and ensure consistency, innovative packaging that supports eco-friendly initiatives, or exclusive programming that drives guest engagement, panelists agreed that thoughtful innovation is a major differentiator.
Final Thoughts
The energy in the room during this panel was palpable, and it reinforced something we already know: relationships and strategy go hand in hand in the beverage business. As the RFP process continues to evolve, success will come to those who listen carefully, act intentionally, and collaborate meaningfully.
Thank you to the team at IBWSS for hosting such an impactful event, and a special thank you to our panelists for their transparency, candor, and commitment to shaping a stronger, more collaborative hotel beverage community.
Whether you’re a supplier preparing your next proposal or a buyer seeking fresh ways to evaluate submissions, we hope these insights serve as a guidepost in your journey.
