Oakland, CA – Craft Beverage Expo (CBExpo) – the leading trade exposition and conference for the entire artisan beverage industry, taking place May 18-20 at the Oakland Convention Center – has announced Christian McMahan, highly regarded beverage marketer known for his award winning work on Smirnoff, Heineken, and the Dos Equis “Most Interesting Man in the World” campaign will deliver a session titled: Authenticity Above All Else: How to Effectively Communicate Your Brand Story during the show on Thursday, May 19 at 9:30 a.m.
McMahan’s presentation will focus on the importance of authenticity and transparency in storytelling to standout in an increasingly crowded market and better resonate with savvy consumers in all demographic categories. He’ll touch on universal principles of marketing and branding that apply to all segments of the artisan beverage industry.
“A lot of companies that come to CBExpo are smaller and high quality marketing is what’s going to take their brands to a higher plane,” says McMahan. “CBExpo truly has something for every segment of the craft industry and I’m excited to share my knowledge and help make a difference.”
“Christian McMahan is a giant in his field and we’re thrilled to welcome him as one of our presenters,” says Kellie Shevlin, Executive Director of Craft Beverage Expo. “CBExpo is unique in combining boutique wine, beer, cider, spirits and mead segments to spark meaningful discussions and collaborations and lead the advancement of craft beverages to even greater heights.”
Prior to founding the creative and design agency Smartfish Group, McMahan spent 20+ years in beverage sales and marketing including his work as Chief Marketing Officer for Heineken USA and Vice President of Marketing for Diageo North America.
McMahan’s campaigns have earned top honors at Cannes, The Effies, Clios, and DA&D among many others. He has been a pioneer in the digital and social media space in the beverage segment and has been profiled in ABC News, CNBC, Forbes, and The Wall Street Journal.
This year, CBExpo’s focuses on the four elements of a successful craft beverage operation: quality, branding, loyalty and relationships. These elements weave into the education sessions and presentations held throughout the three-day conference. CBExpo also creates invaluable networking opportunities – bringing together artisan beverage masters from all segments to connect, and learn.
For more information, or to register to attend CBExpo: www.craftbeverageexpo.com.
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