The Vibe Conference
The Vibe Conference, held from February 23-25, 2026, at the Town & Country Resort in San Diego, California, is the premier event dedicated to the on-premise beverage industry. This year, the conference unveiled the winners of several prestigious awards, including the Jim Flaherty Industry Legend Award, the Innovation Award, the Vibe Vista Awards, and the Supplier Awards. These awards recognize excellence in various sectors of the hospitality industry, showcasing remarkable contributions and innovations.
The Jim Flaherty Industry Legend and Innovation Awards
The Jim Flaherty Industry Legend Award honors individuals who have made significant contributions to the hospitality sector, while the Innovation Award celebrates those who have introduced groundbreaking ideas and concepts.
This year, the awards went to:
- Jim Flaherty Industry Legend Award: Patrick Henry, Founder of Patrick Henry Creative Promotions
- Innovation Award: Nathan Grover, Director of Marketing at Applebee’s Neighborhood Grill + Bar
Brandy Rand, Vice President/Market Leader of Hospitality Group at Questex, expressed her enthusiasm, stating, “Congratulations to Patrick Henry and Nathan Grover on these well-deserved awards! Patrick has built iconic relationships that will endure, and Nate has a talent for identifying consumer needs and turning them into successful promotions.”
Significance of the Awards
Such recognition not only honors individual achievement but also inspires others in the hospitality industry to innovate and excel. The advisory council, comprised of industry leaders, carefully selects the winners based on their contributions to the beverage sector.
Vibe Vista Awards: Recognizing Excellence in Beverage Programs
The Vibe Vista Awards highlight the best in on-premise beverage programs across leading chains and hospitality groups. The awards are designed to celebrate excellence in beverage menu creation, training, execution, management, and ongoing success.
This year’s winners include:
- Best Beverage Menu: Hilton
- Best Adult Alcohol-Free Beverage Program: Virgin Voyages
- Best Beer Program: Lazy Dog Restaurants
- Best Spirits Program: Marriott International
- Best Wine Program: Silversea Cruises
- Best Beverage Limited Time Offer: Virgin Voyages
- Best Overhaul of Beverage Program: Vail Resorts
- Best Overall – Airlines: United Airlines
- Best Overall – Cruise: Norwegian
- Best Overall – Hotel: Hyatt
- Best Overall – Multi-Unit Chain Restaurant: Red Lobster
The Vibe Vista Awards are a testament to the innovative approaches and successful implementations of beverage programs that drive revenue and enhance customer experiences. The judging panel included esteemed professionals such as Brian Warrener from Johnson & Wales University and Dale DeGroff from DeGroff Spirits, ensuring a rigorous evaluation process.
Insights from Brandy Rand
Rand reiterated the importance of these awards by stating, “The Vista Awards celebrate companies redefining the beverage experience in on-premise venues nationwide. These winning programs drove incredible revenue increases while maintaining consistency and efficiency.”
Supplier Awards: Recognizing Industry Partners
The Supplier Awards, now over a decade old, allow beverage operators to evaluate their suppliers based on key performance attributes. These awards, determined by the annual On-Premise Partnering Study conducted by CM Profit, help recognize the suppliers that excel in service and innovation.
This year’s winners include:
- Best Overall Supplier: Red Bull North America
- Momentum Award: Sazerac Company
- Best Large Beer Supplier: Constellation Brands
- Best Medium Beer Supplier: New Belgium Brewing Company
- Best Small Beer Supplier: Athletic Brewing Company
- Best Large Wine Supplier: Trinchero Family Estates
- Best Medium Wine Supplier: Jackson Family Wines
- Best Small Wine Supplier: Copper Cane Wines & Provisions
- Best Large Spirits Supplier: Bacardi USA
- Best Medium Spirits Supplier: Campari Group
- Best Small Spirits Supplier: Rémy Cointreau USA
- Best Large Non-Alcohol Supplier: Red Bull North America
- Best Medium Non-Alcohol Supplier: American Beverage Marketers
- Best Small Non-Alcohol Supplier: Fever-Tree
Shawn Fox from CM Profit Group commented on the winners, noting their rapid responsiveness and innovative solutions. The awards are a reflection of the dedication and partnership that suppliers bring to the on-premise channel.
Supporting the Industry
As a token of appreciation, CM Profit donated $1,680 to CORE, with $30 contributed for each company interviewed during the study. This initiative emphasizes the collaborative spirit within the industry.
Looking Ahead
The Vibe Conference 2026 was a resounding success, showcasing the best and brightest in the hospitality and beverage sectors. As we reflect on the achievements of the award winners, it is essential for industry professionals to continue fostering innovation and collaboration to enhance the on-premise beverage experience.
For more insights and trends in the food and beverage industry, check out our article on Latest Food Trends and discover how to elevate your beverage program by reading Beverage Program Strategies.
What are your thoughts on this year’s winners? Share your comments and let’s discuss how we can all contribute to the future of the beverage industry.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
