About
Join us for day 2 of Adult Beverage Planning Program's two-day event featuring two brand-new supplier custom research studies.
When
Wednesday, February 3, 2027 · 10:00 a.m. Central Time (US & Canada) (GMT -6:00)
Agenda
  • Packaged Beverage Outlook: On-premise pros from suppliers to operators are increasingly looking to hard seltzers and ready-to-drink beverages (RTDs) to appeal to today’s consumers and meet the challenges of the current environment. As product, brand and flavor proliferation continues, it’s vital to understand how on-premise operator approaches to managing selection, pricing and promotion of packaged beverage categories are evolving, as well as changing consumer expectations and purchase behaviors, in order to drive sustained growth.​
  • Prompting Premiumization: As consumers continue to grapple with financial pressures and higher menu costs at restaurants and bars, the premiumization trend in adult beverages has waned in recent years. However, opportunities exist to trigger trade-ups for operators and adult beverage brand marketers, while strategically positioning their offerings to tap into today’s consumer mindset, key occasions and value drivers for higher-priced adult beverages. ​
Presenters
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Donna Hood Crecca
Senior Principal, Technomic
Donna directs the firm’s convenience store and adult beverage practices. She is a veteran of the foodservice and drinks industries, having consulted for and covered the restaurant, foodservice, convenience store, beverage and adult beverage markets for nearly two decades.
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Julie Heseman
Senior Director, Research & Insights, Technomic
At Technomic, Julie manages syndicated and proprietary research engagements for food and beverage manufacturers, trade associations and restaurant operators. Specializing in qualitative fieldwork and adult beverage research, she has more than a decade of experience in the foodservice industry, including research and consulting, culinary innovation, supply chain management, managing conferences and training seminars.
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Martha Szekely
Senior Manager, Research & Insights, Technomic
As a crucial part of Technomic’s Research & Insights team, Martha manages a variety of syndicated and proprietary research engagements. While her focus is on the noncommercial space, she is well-versed in employing both quantitative and qualitative methodologies for a vast array of foodservice research.
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