Fourth annual event in Las Vegas gathers 300+ beverage pros for leadership, vision, and bold conversations
The Making Moves event returned to Las Vegas last week with energy, optimism, and a packed house. Co-hosted by the NBWA’s BREW initiative and the Alliance for Women in Beer, the fourth annual event brought together more than 300 leaders from across the beverage alcohol industry for two full days of professional development, community building, and honest dialogue about how to grow the category from within.
This year’s theme — Building a Winning Hand — came through in a smart, strategic program that tackled some of the biggest issues facing beer today: evolving technology, shifting consumer expectations, and the urgent need to rethink legacy marketing playbooks.
“Making Moves once again raised the bar for what leadership development in our industry can look like,” said Kim McKinnish, NBWA Chief Operating Officer and leader of the BREW program. “The energy and collaborative spirit at this year’s event are a testament to the momentum behind not just Making Moves, but the entire BREW and Alliance for Women in Beer programs.”
Keynotes
Two standout keynote speeches framed the emotional and strategic arc of the event.
Amanda Brinkman — Emmy-nominated creator of Small Business Revolution — spoke to the power of purpose-driven leadership and long-term brand building.
Sue McCollum, CEO of Eagle Brand Sales and new limited partner of the Buffalo Bills, shared a personal story of resilience, reminding the crowd to bet on themselves and push for bigger goals.
“Don’t look for permission to take a risk,” said McCollum. “Every decision you don’t make is a risk… The dots will connect, just maybe not in the way you planned.”
Data-driven insights, marketing pivots, and bold voices
The event featured a stacked lineup of speakers and panelists from across the beer world, including:
- Mallika Monteiro, Constellation Brands EVP and Beer Brands Managing Director
- Alison Payne, Heineken USA CMO
- Ray Biebuyck, Founder of Hurray’s Girl Beer
- Laura Fries, Edelman EVP, who unpacked how younger legal-age drinkers are changing the brand equation
- Plus leaders from Molson Coors, Sierra Nevada, LDF Companies, and more
Sessions blended hard numbers with real talk — offering tactical advice on navigating today’s fractured media landscape, evolving internal culture, and driving growth in a slow-growth category.
Celebrating trailblazers and what’s next
This year’s Frieda G. Maisel Trailblazer Awards were presented to:
- Sue McCollum, for her individual contributions to women’s advancement in the industry
- Manhattan Beer & Beverage Distributors, for company-wide empowerment efforts
The fifth annual Making Moves event is already set: October 13–14, 2026, in Orlando, following NBWA’s 89th Annual Convention. Don’t wait to shuffle up.
