Live Virtual Discussion Scheduled for October 22, Featuring Executives from 

Ole Smoky Distillery, J. Lohr Vineyards & Wines, BeatBox Beverages, and Provi 

CHICAGO, Oct. 11, 2024 - Provi, the industry leader in creating digital and content solutions that seamlessly connect all tiers of the beverage alcohol market, and SevenFifty Daily, an award-winning online magazine about the business and culture of the beverage alcohol industry, announce their final 2024 installment of the “Beyond the Glass” roundtable series titled "Navigating the New Era of Trade Marketing: Building a National Alcohol Brand Across the U.S.”  The virtual event will take place on Tuesday, October 22, at 1:00 p.m. ET.

Moderated by Courtney Schiessl Magrini, Editor-in-Chief of SevenFifty Daily, the panel will feature Robert Hall, CEO of Ole Smoky Distillery and Chairman of Responsibility.org; Cynthia Lohr, Co-Owner and Chief Brand Officer of J. Lohr Vineyards & Wines; Marissa Kinsley, VP of Trade Marketing at BeatBox Beverages; and Christina Stella, SVP of Supplier Partnerships at Provi.

The discussion will explore how these industry leaders have scaled their brands nationally through strategic distribution, trade marketing, and partnerships. Panelists will highlight the importance of key account presence and distributor relationships for market expansion, and how new trade marketing channels enhance brand visibility and retailer engagement. Attendees will learn strategies for maintaining visibility across both physical and digital channels while navigating the complexities of the regulated alcohol industry.

"As competition intensifies in the beverage alcohol industry, particularly with the rise of non-alcoholic products, it's becoming increasingly challenging for craft brands across all sectors to secure both digital and physical shelf space,” noted Schiessl Magrini. “We’re excited to bring together experienced executives to share their strategies for navigating this evolving landscape."

Since its launch in 2023, Provi and SevenFifty Daily’s “Beyond the Glass” series has united industry leaders to exchange insights and ideas that drive growth and innovation. The series has featured executive voices from organizations like DISCUS, NBWA, WSWA, ABL, Remy Cointreau, Breakthru Beverage, Pernod Ricard, Lobos 1707 Tequila & Mezcal, and Constellation Brands, among others.

Open to professionals across the beverage sector and related industries, the series invites participants to register for free at provi.com/beyondtheglass.

###

About SevenFifty Daily (www.sevenfiftydaily.com)

SevenFifty Daily is an award-winning online magazine about the business and culture of the beverage alcohol industry. We analyze the issues people are talking about, uncover new insights and innovations, and explore the people, places, and traditions beyond the bottle. Covering the three tiers of the alcohol industry, we connect a global community of drinks professionals, creating a space that fosters conversation and a platform for showcasing the people and ideas moving the industry forward.

About Provi (www.provi.com)

Provi is the largest online marketplace that simplifies the complex process of ordering wholesale alcohol by connecting buyers, distributors, and suppliers. Active in all markets throughout the U.S., Provi’s robust online marketplace improves communication and efficiency between on- and off-premise buyers and distributors. Provi's suite of offerings also includes the Beverage Media properties with an industry legacy dating back to the repeal of prohibition, along with SevenFifty Daily, an award-winning industry publication discussing the beverage alcohol business and culture.