2009 International Wine, Spirits & Beer Event Offers New

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The National Restaurant Association announced the education session lineup for its 2009 International Wine, Spirits & Beer Event (IWSB), which will be held May 17-18 at Chicago's McCormick Place in conjunction with 2009 Restaurant, Hotel-Motel Show. IWSB is the restaurant and hospitality industry's only forum focused exclusively on operator beverage alcohol-related needs. In addition to exhibits by both established and emerging wine, spirits and beer producers from around the world, IWSB will feature a series of free education sessions led by recognized industry experts. Session topics will include menu trends – including signature cocktails and alcohol-food pairings – strategies to build bar program profitability, responsible service and innovative marketing and promotions.

"Even in this tough economy, consumers still make wine, beer and cocktails part of their restaurant experience, and professionals from all industry segments and channels are making the most of their bar programs by creating innovative signature drinks, suggesting pairing ideas and offering exciting new brands, " said Lorna Donatone, Convention Chair for NRA Show 2009 and President, School Services, Sodexo, Inc. "Every business decision matters, and the outstanding education program presented by recognized industry experts in the 2009 International Wine, Spirits & Beer Event will offer ideas, solutions and strategies to help increase margins, develop successful marketing and promotions, improve responsibility and maximize distributor relationships."

According to National Restaurant Association research, wine by the glass and signature drinks are hot trends in restaurants this year. More than 1, 600 chefs surveyed by the Association said mixologists/signature cocktails, functional cocktails and food-alcohol pairings will be the biggest trends in beverage-alcohol service in 2009. And, nearly nine out of 10 table service operators see wine by the glass becoming more popular in restaurants this year.

The IWSB education session highlights will include:

- Increase Your Beverage Sales Through Creative Promotions: Create innovative and cost-effective promotion strategies to drive traffic into your operation. Patrick Henry, president and CEO of Patrick Henry Creative Promotions, Inc., will lead a panel of beverage alcohol industry experts, who will present their recipes for success.

- Emerging Beverage Alcohol Trends, Implications and Future Outlook: Translate the latest wine, spirits and beer trends into successful bar programs. Leading beverage alcohol trend watchers Mike Ginley, Next Level Marketing; Stephen Beaumont, World of Beer; and David Pennachetti, Wine Guru Services, will share their insight.

- Mixing Messages - Making the Most of Your Cocktail Program: Learn ways to build your bar program sales through an engaging, interactive format. F. Paul Pacult, director of Spirit Journal and founding partner of Beverage Alcohol Resource will detail ways to increase sales, customers and motivated employees.

- Pairing Beer with Food...the New Trend at the Table: Discover how best to pair beer with food to improve the dining experience. Stephen Beaumont, beer trends expert and well-known food-beer pairing specialist, will present success stories from leading restaurants.

- Wine Pairing with a Global Culinary Influence: Expand your view of emerging wine varietals to grow profits. Bill Briwa, senior chef instructor of wine studies, Culinary Institute of America at Greystone, will share insights to embrace collaboration between the chef and wine director to improve the customers' dining experiences.

- Responsible Alcohol Service - Corporate and Front-Line: Develop a corporate culture that builds awareness, involvement and appreciation of responsible alcohol service. Tim Kirkland, the founder and CEO of Renegade Hospitality Group, will lead a panel of restaurant chain executives who will share successful responsible alcohol service strategies. Presented in cooperation with National Restaurant Association Solutions, LLC's ServSafe Alcohol.

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