The Waldorf=Astoria
Grand Ballroom, Third Floor
301 Park Avenue
Between 49th and 50th Streets
New York, NY 10022

Conference Schedule

Wednesday, May 21, 2003

7:30-8:45am
REGISTRATION & CONTINENTAL BREAKFAST
Sponsored by:

8:45-8:55am
Kevin Francella
Vice President & Publisher, Beverage World
WELCOME

8:55-9:30am
Michael C. Bellas
Chairman & CEO, Beverage Marketing Corporation
OPENING ADDRESS

9:30-10:15am
Dawn Hudson
President, Pepsi-Cola North America
KEYNOTE SPEECH OR INTERVIEW

10:15-10:45am
BEVERAGE BREAK
Sponsored by: and

10:45-11:45am
Walking the Walk: Achieving strategic growth goals through world-class marketing execution
In entering new markets, strategic marketing objectives can often conflict with the realities of different consumers, competitors, channels, and so on. How can marketers be faithful to their strategic goals for brands while also designing and implementing marketing programs that address the marketing challenges posed by new markets? This panel will share insights into how they have been able to overcome the practical hurdles posed by different marketing environments to successfully penetrate new and existing markets.

11:45-1:15pm
THE FORUM LUNCHEON & COMPANIES OF THE YEAR AWARDS PRESENTATION
Sponsored by:

1:15-2:15pm
HIGH TIMES IN BEER: High brow, high margins, high interest
It is estimated that high-end brews, including imports, specialties and super premiums, will account for as much as 25% of the beer market by the year 2010. Hear how these distinguished panelists plan on rising to the occasion.

2:15-3pm
Richard Sands
Chairman & CEO, Constellation Brands, Inc.
KEYNOTE INTERVIEW

3-3:30pm
BEVERAGE BREAK
Sponsored by: and

3:30-4:30pm
HERE’S TO YOUR HEALTH/WELLNESS/FUNCTIONALITY: How to boost your bottom line by putting a boost in your beverages
Consumers today want more than just refreshment from their beverages; they want things like function and energy – in general, a sense of purpose. The drinks they drink should taste good and be good for the body and the mind. Find out in this panel what the buzz is all about.

4:30-5:00pm
LIFETIME ACHIEVEMENT AWARD CEREMONY
2003 Honoree, August A. Busch III
Accepting: August A. Busch IV

Sponsored by:

5:30-7pm
COCKTAIL RECEPTION
Sponsored by: and

Thursday, May 22, 2003

7:30-9am
CONTINENTAL BREAKFAST
Sponsored by:

9-9:45am
Chris Lowe
Chief Marketing Officer, NA Division, Coca-Cola Company
KEYNOTE INTERVIEW

9:45-10:45am
IS IT “STILL” WATER? Clearing up a clouded category
Sure, it’s still a growing beverage segment, except it may not be still any longer. Companies trying to break through the water gate are using additives and even jargon to differentiate their brands. Tune into this panel to find out who’s who and what’s in what.

10:45-11:15am
BEVERAGE BREAK
Sponsored by: and

11:15-12:15pm
ANALYZE THAT: More words of wisdom from Wall Street
The sequel to the popular beverage industry financial round up as told by three of the Street’s most prodigious prognosticators. Pay particular attention as they assess the global trendlines driving the business and tell you what’s hot, what’s not and what’s the difference.

BREAKOUT SESSIONS:

12:15-1pm
LUNCH

1-2:15pm
GROUP 1

• Market Trends I: Alcoholic Beverages
• Tracking the New Beverage Consumer

2:15-2:30pm
BEVERAGE BREAK

2:30-3:45pm
GROUP 2

• Market Trends II: Non-Alcoholic Beverages
• Beverage Innovation: A Global View