Future Proof by Paramount Liquor Captivates Victoria’s Hospitality Scene

July 3, 2024
By Ashley Pini

Last night, Future Proof presented by Paramount Liquor transformed The Timber Yard into a hub for hospitality professionals from across Melbourne, Geelong and the Mornington Peninsula. The event featured an evening of drinks, discussions, and discoveries, drawing in over 500 guests.

Paramount’s Evolution Marketing partners showed of new products, innovations and some tried and tested loved brands. Highlights included the Monkey Shoulder Mixer Truck with its 12-meter spinning cocktail shaker, samples of Sheepdog Peanut Butter Whisky from the fluffy ‘Peanut’ truck, Red Bull’s DJ Jeep, and a basketball challenge at the Hennessy hoops. However, in true Hendricks fashion, the most unusual experience came with a pinky (little) finger massage paired with a Hendricks Martini, recognizing the stress exerted on the outer most digit while sipping a martini.

Beyond the entertainment, Future Proof focused on enriching conversations, providing informative insights about the liquor industry, and offering networking opportunities.

“Excitement levels were high as guests enjoyed an immersive and memorable evening of drinks, discussion, and discovery. Future Proof Melbourne delivered! My hope is our customers across Victoria left the event with a positive outlook for the future of the industry,” commented Nathan Rowe, CEO of Paramount Liquor.

Following successful panels in Sydney, Brisbane, and Adelaide, three panels were hosted by the MC, Jane Ryan. These panels provided insights and strategies to help attendees thrive in the ever-changing hospitality landscape.

The first panel, “Future Proof Your Brand,” featured Daisy Tulley, General Manager of the Mucho Group, and David Vitale, Founder of Starward Whisky, focused on branding and marketing innovations in hospitality.

The second panel, “Future Proof Our Industry,” welcomed multi-award-winning bartender Millie Tang from The Gresham, Sarah Proietti, Venue Manager and Head of People & Culture at the Sammy Group, and Karl Schlothauer, CEO at House of Pocket & VP at YCK Laneways. This dynamic group discussed building successful hospitality careers, leadership strategies, wellbeing initiatives, and career progression.

The final panel, “Future Proof Melbourne,” featured Hatem Saleh, Founder & Managing Director of the Atlantic Group, Matthew Stirling, owner of the award-winning Caretaker’s Cottage, and respected food communicator Dani Valent. They explored emerging trends, challenges, and innovations shaping Melbourne’s hospitality industry and strategies for future success.

Drinks Trade will be featuring in-depth coverage of these panels over coming days.

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