Events

The way we drink is changing, and the hospitality industry is evolving right alongside it. From shifting guest expectations and emerging categories to premiumization, moderation, and data-driven decision making, today's beverage landscape demands both creativity and strategy. The Way We Drink brings together respected voices from across the hospitality and beverage world for a thoughtful, forward-looking conversation about what's shaping wine and spirit consumption right now - and where it is headed next. Expect candid perspectives, meaningful dialogue, and actionable takeaways designed to support operators, beverage leaders, and brand partners alike.Part of the Pebble Beach Food & Wine Industry Trade Program presented by Square, this session is created exclusively for industry professionals ready to stay ahead of what is next.

Invite only, eligible through trade program application.