The on-premise beverage landscape is constantly evolving, and staying ahead of trends while maintaining a strong brand identity is crucial for success. At the upcoming International Bulk Wine and Spirits Show (BWSS) that is happening on July 29-20, 2025 in San Francisco, top beverage industry leaders will gather to discuss key strategies for building and sustaining exceptional beverage programs tailored to on-premise chains.

One of the expert voices at the event will be Pam Schwartz, an experienced leader in the beverage industry, who will be sharing her insights on this critical topic.

This expert panel will explore best practices for creating and launching beverage programs tailored to on-premise chains, along with insights into emerging trends and key challenges in the industry.

According to Pam, the foundation of any great beverage program starts with understanding your concept and staying true to it. Whether you're running a small fast-casual venue or a national restaurant chain, a strong identity should shape your decisions.

For example, if your food menu focuses on seasonal, local ingredients, your beverage program should reflect that ethos. This means offering seasonal cocktails, adapting your wine selection to consumer preferences throughout the year, and ensuring the entire beverage experience aligns with the dining concept.

Pam highlights three major trends that will influence beverage programs in the coming year:

1) Nostalgia: The revival of classic beverages, from retro sodas to '80s cocktails, is gaining traction. Guests are drawn to familiar flavors with a modern twist.

2) Innovation: New techniques and unique ingredients are reshaping how drinks are made and served. Expect more experimental flavors, unusual textures, and exciting presentation styles.

3) Wellness: With alcohol consumption decreasing in restaurants, the demand for low-ABV and non-alcoholic options is rising. Ingredients like mushrooms are finding their way into cocktails, adding depth and complexity while aligning with wellness trends.

Image: Wellness-Driven Ingredients

“Beyond Gen Z, nonalcoholic venues are attracting a diverse range of consumers. Business professionals are embracing these spaces for refined, alcohol-free options at networking events and business lunches. Health-conscious individuals appreciate the opportunity to enjoy a night out without compromising their well-being. Meanwhile, parents and designated drivers welcome the availability of sophisticated, alcohol-free beverages that go beyond the usual soda or water.” - quoted recently in an article on The Evolution of Alcohol-Free Bars: A Fad or the Future by BartenderBusiness.com

Beyond just flavor, customers seek experiential drinks—beverages that tell a story and offer something beyond just taste.

One of the biggest obstacles operators face when launching a new beverage program is employee buy-in. Without staff engagement, even the best-designed program can struggle to succeed. Pam shares some key strategies for overcoming this challenge:

1. Structured Training: Consistent training across all shifts ensures uniform knowledge and service quality.

2. Distributor and Brand Partnerships: Inviting brand reps for staff training sessions can boost engagement and provide unique insights.

3. Encouraging Individual Sales Styles: Some team members may love storytelling, while others prefer short, impactful talking points. Recognizing these differences helps build a stronger, more confident sales team.

For Pam, the most crucial insight is that staff engagement is everything. No matter how well-structured a beverage program is, it won’t succeed unless employees are informed, invested, and excited.

She advises businesses to involve staff and managers early in the rollout process, ensuring they feel part of the vision. The more engaged the team, the greater the success of the beverage program.

Pam Schwartz, Co-Founder of APS Hospitality Group

Pam’s journey in the culinary world began at just 13, and her drive has taken her from the kitchens of Nobu and Marriott Hotels to becoming a true leader in the hospitality industry. With over 20 years of experience and a degree from the Culinary Institute of America, Pam blends her Northern Florida roots and Southern hospitality with a passion for innovation. She’s not only a Modern Luxury Dynamic Women of the Year nominee and a San Diego Magazine Trailblazer, but also a mom and an avid runner! Pam’s ability to balance it all is nothing short of inspiring. 

Pam earned a BPS degree in culinary arts and management from the Culinary Institute of America and executed a dinner at the prestigious James Beard House. Since then, she has contributed to the success of some of the top restaurants and hospitality corporations across the U.S., including Nobu Restaurant inside The Hard Rock Hotel and Casino, Sage Restaurant Group, Marriott Hotels, Sur La Table, and Pamplemousse Grille. In 2002, Pam transitioned out of the kitchen and into the managerial side of the culinary industry simultaneously earning sommelier certification, which led to her post as an instructor at San Diego State University’s wine management program. 

With Ranch 45 (Header image), Pam achieved her goal of opening a restaurant with a commitment to sourcing local products with a standard of excellence and quality ingredients. Pam has cultivated an environment of inclusivity, growth, and education at Ranch 45 – and beyond in the hospitality community- through mentorship and accessibility for those who express the desire to learn and excel in the industry.

Pam will be speaking at the 2025 International Bulk Wine and Spirits Show on July 29-30 in San Francisco along with other restaurant chain buyers. If you are a restaurant group buyer, join the session where you will get valuable insights on how to develop your beverage programs especially if you are a regional and national beverage buyer.

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You can see the all speakers and the conference schedule on the IBWSS website. Visitors are encouraged to book tickets early to save and join the 2-day learning experience. Your conference ticket allows you 2-day access to all conference sessions along with access to the exhibitor floor where top bulk wine, bulk spirits, private label wines, and spirits exhibitors will showcase their products to help you develop your programs.

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