The infrastructure, distilling supply chain, and go-to-market strategies that powered spirits growth over the past decade are rapidly becoming obsolete, and the brands winning in 2026 are those rethinking foundational assumptions about how to build, distribute, and connect with consumers. These Bar Convent Berlin sessions explore the critical dimensions of modern spirits infrastructure. Heritage brands navigating duty-free, artisanal producers drowning in compliance complexity, and even craft distilleries seeking to own their customer relationship will learn the strategic frameworks and tactical tools to modernize their infrastructure and reclaim control of their growth trajectory.
Moët Hennessy’s Travel Retail Blueprint
At Bar Convent Berlin, Lauranie Nonotte and Raphaele Delerue shared Moët Hennessy’s strategic “playground” for Global Travel Retail (GTR). They break down the four major constraints of the airport environment (technology, time, noise, and team) and how they’ve bypassed them with groundbreaking innovations. This session provides a masterclass on staying true to brand storytelling while adapting to the chaotic, high-emotion world of international travel.
A Blueprint for Modernizing the Artisanal Spirits Infrastructure
Rob Weir, Co-Founder and CEO of Maguey Exchange, explains why traditional “product thinking” is holding artisanal spirits infrastructure back. In this session, Rob outlines the “Three Pillars of Platform Thinking”: Production Procurement, Compliance & Distribution, and Market Intelligence. Viewers will learn how to turn operational complexity into a competitive advantage by creating a “single source of truth” for compliance and automating manual processes. Rob also shares a real-world case study of a mezcal brand that scaled from $180K to $650K in 18 months by simply streamlining its infrastructure.
How Craft Spirit Brands Can Own the Consumer Relationship
Susan Mooney, CEO of Spirits Consulting Group, believes there has never been a better time for challenger craft spirit brands to win. Susan explains why brands should stop relying on the traditional “on-premise first” model and instead use e-commerce as a beachhead to define their audience and capture psychographic data. We explore how digital tools now allow brands to conduct pricing studies and competitor account-level targeting for a tenth of the traditional cost.
More Resources on Innovation and Technology
Subscribe to the Park Street Insider Daily Newsletter!
Insights on Applying AI Technology to Spirits Marketing
Shifting Categories and Flavor Trends and What It Means for Your Brand