Fortify your beverage business skills

Fortify conference returns

After a virtual version in 2020, and a series of well-attended webinars held earlier this year, the Fortify Conference returns to its in-person conference and trade show on Nov. 15.

Fermenter, brewer or distiller, Fortify is aimed at those in the business of creating products, byproducts and business products related to brewing, fermenting and distilling. And, it is the only multi-sector event of its kind in the province.

After the last few years of uncertainty, with the alcohol beverage industry seeming to take extra hits – last minute service changes on traditionally money-making holidays, the need for makeshift drive-thru wine club pick ups, prolonged broken supply chains—it’s a good time to reflect, review and reconnect.

“The value of bringing members of the beverage industry together to collaborate, share ideas and make business connections is paramount as we all are working on post-pandemic recovery and rejuvenation, said Sandra Oldfield of Elysian Projects, co-founder of the conference, in a recent media release. “And we know many attendees may just be happy to see their colleagues in person again.’

Fortify will once again hold its one-day event at the Penticton Lakeside Resort and Conference Centre and will also hold a winery-specific pre-conference industry night seminar Nov. 14 at Time Winery in downtown Penticton.

The conference day will feature a number of presentations addressing three themes—sales and marketing, finance and human resources, as well as the return of the popular fast-paced lightning talks. The latter will focus on resolving common business challenges with innovative solutions.

Beginning with a plenary session on pricing strategies, delegates can then choose from three concurrent sessions in the morning and again in the afternoon, and the day will wrap up with a concluding plenary on planning for shifting consumer preferences.

Then, hit the trade show – if you haven’t already – for some end-of-day browsing before going to Cannery Brewing for the after-party.

Delegate registration is open online, and an early bird price of $150 (plus GST) per person is available until Oct. 11. It then increases to $180 per person or $160 per person if four delegates or more from the same organization register together.

Exhibitors are encouraged to book a booth early, as trade show space is limited. They can register online.

Rumour has it yours truly may be giving a lightning talk. The last time I did that, at Fortify 2019, I had no idea the next day would be the first of an eventual 550 days in personal isolation.

Sign up for Fortify, and you may find out why I spent 18 months mostly alone, talking to my cats and rearranging my wine racks.

This article is written by or on behalf of an outsourced columnist and does not necessarily reflect the views of Castanet.

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About the Author

A creative thinker with more than two decades of experience in communications, Allison is an early adopter of social and digital media, bringing years of work in traditional media to the new frontier of digital engagement marketing through her company, All She Wrote.

She is the winner of the Thompson Okanagan Tourism Association's 2011 and 2012 awards for Social Media Initiative, an International LERN award for marketing, and the 2014 Penticton Chamber of Commerce Business Excellence Award for Hospitality/Tourism.

Allison has amassed a following on multiple social networks of more than 30,000, frequently writes and about social media, food and libations as well as travel and events, and through her networks, she led a successful bid to bring the Wine Bloggers Conference to Penticton in June 2013, one of the largest social media wine events in the world, generating 31 million social media impressions, $1 million in earned media, and an estimated ongoing economic impact of $2 million.

In 2014, she held the first Canadian Wine Tourism Summit to spark conversation about the potential for wine tourism in Canada as a year-round economic driver.

Allison contributes epicurean content to several publications, has been a judge for several wine and food competitions, and has earned her advanced certificate from the Wine and Spirit Education Trust.

In her spare time, she has deep, meaningful conversations with her cats.

She can be reached at [email protected]

The views expressed are strictly those of the author and not necessarily those of Castanet. Castanet does not warrant the contents.

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