WHAT'S NOT TO LOVE ABOUT THE CHEERS BEVERAGE CONFERENCE

            Last night, I walked up to the bar at the Hyatt Regency Irvine and ordered 10 Cane Rum, chilled and served straight up. I am a disciplined imbiber and allow myself only one cocktail a day. Disciplined or not, I was already salivating and fidgeting in anticipation.

            Standing next to me was a gentleman, nattily attired, well groomed with a discernible air of confidence and self-assurance. Being a writer, I am exactly the opposite. Nevertheless, he turned to me and said that he hadn't heard of the brand of rum I had just ordered. So I blathered on about it being relatively new to the American market, that it was a superior rhum agricole from Trinidad and that its crisp bouquet and brilliant range of flavors is utterly engaging.

            That marked the beginning of a pleasant conversation about where the spirit industry was headed, what drinks were likely to be the next big thing and what events were scheduled that evening at the Olympics. After several minutes, an impressive looking entourage of suits came and hustled him off, ostensibly to mingle with a better sort of people. (Writers are an unsavory lot.)

            The next morning, bleary eyed, I made my way to listen to the conference's keynote speech and up on the stage sauntered this same nattily attired, self-assured gentleman. He turned out to be Doug Brooks, chairman and CEO of Brinkers International, operators of such groovy concepts as Maggiano's Little Italy, On the Border and Chili's Bar & Grill.

            Now I ask you, how often do you get an opportunity to have an exchange with an executive of that caliber? Yeah, me neither. My mind raced back over our conversation, trying to remember if as usual I had said anything regrettable or inappropriate. Recalling nothing to be rueful over, I was left with the feeling of having been fortunate for the experience.

            Well, the Cheers Beverage Conference is intended to promote this sort of interaction. While there I had the opportunity to talk cocktails with gurus Dale DeGroff, Tony Abou-Gamin and Dave Wondrich of Esquire fame. I discussed beverage management issues with David Commer, Michelle Kern of Olive Garden and Cindy Busy of the Hard Rock Cafes. I basked in the company of acclaimed spirits expert F. Paul Pacult, spilled coffee on Steve Olson-aka Wine Geek and stole food off the plate of noted wine consultant and master sommelier Doug Frost.

            I moderated two panel discussions on marketing alcohol-free beverages, each comprised of heavyweights in the industry. I had the privilege of working with Keith Reilly (Red Bull), Joe Genevese (Starbucks), Joe Smith (Monin), Mike Walsh (Island Oasis), Ken Taylor (Coca-Cola) and Jeff Underwood (Kerry Foodservice). I assure you that everyone in attendance benefited greatly from the two sessions, most of all me.

            The Cheers Beverage Conference is a professionally vital and dynamic experience, quite possibly the most valuable two-days you can spend in the industry each year. So forget the Oscars, World Series or dinner at Elaine's, the Cheers Beverage Conference is the place to be seen. Who knows who you'll get to have a drink with, or from who's plate you'll get to nab some food.