Registration

South Lobby

12:00pm – 5:00pm

This is where attendees will check in with the group, pick up their credentials, and receive a welcome gift bag.

Opening Reception

META

6:00pm – 8:00pm

Attendees will meet for buses in the lobby at 5:30pm and make their way to the shuttle busses. They will be taken to the opening reception. Each guest will receive 2 drink tickets for the reception with their credentials at check in. The drink tickets are for the cocktails on the special menu at Meta. After they use the drink tickets, attendees will be able to purchase additional cocktails off the special menu at a discounted price. Anything not on the menu will be at regular bar pricing.

There will be light bites provided from 6pm – 8pm during the reception. After 8pm attendees are on their own to explore Louisville and network with each other. Registration will also be available from 6pm – 8pm outside of the bar for those who arrive late.

Please note if attendees arrive later than registration hours, they will need to contact their Team Leaders to get their credentials and pick up their welcome gift bag.

Breakfast

J. Graham’s Café (Home of the Hot Brown)

7:00am – 8:30am

For attendees wishing to have breakfast, they will be able to use a breakfast voucher issued at check-in. Then you will be able to go into the buffet and eat. Please do not wait until the last minute to get breakfast, seminars start promptly at 9am!

Seminars

The Brown Hotel Meeting Spaces (Follow signs for Chilled 100 Elevate)

9:00am – 10:00am

Break & Monin Syrups

10:00am – 10:30am

Attendees can stop in the break area for refreshments, snacks, tastings, and more. You might even get to take part in a podcast with the Bartenders!

Seminars

The Brown Hotel Meeting Spaces (Follow signs for Chilled 100 Elevate)

10:30am – 11:30am

Break & Lustau Tasting

11:30am – 12:00pm

Attendees can stop in the break area for refreshments, snacks, tastings, and more. You might even get to take part in a podcast with the Bartenders!

Seminars

The Brown Hotel Meeting Spaces (Follow signs for Chilled 100 Elevate)

12:00pm – 1:00pm

Luncheon brought to your by Chopin Vodka

1:00pm – 3:00pm

A luncheon with speaker Tad Dorda (founder of Chopin Vodka)

Break & Del Maguey Tasting

3:00pm – 3:30pm

Attendees can stop in the break area for refreshments, snacks, tastings, and more. You might even get to take part in a podcast with the Bartenders!

Seminars

The Brown Hotel Meeting Spaces (Follow signs for Chilled 100 Elevate)

3:30pm – 4:30pm

Break & Red Breast Tasting

4:30pm – 5:00pm

Attendees can stop in the break area for refreshments, snacks, tastings, and more. You might even get to take part in a podcast with the Bartenders!

Seminars

The Brown Hotel Meeting Spaces (Follow signs for Chilled 100 Elevate)

5:00pm – 6:00pm

Message From Lynyrd Skynryd & Hell House Whiskey Toast

TBD

6:15pm – 6:30pm

Attendees can stop in the break area for refreshments, snacks, tastings, and more. You might even get to take part in a podcast with the Bartenders!

Dinner Shuttles

Hotel Lobby

7:15pm – 7:30pm

Everyone meets in the lobby to board the busses in shifts that are going to their designated dinners.

*PLEASE NOTE: The people attending dinner at Proof on Main must be in the lobby at 7:00 pm for the shuttles. Everyone else must be in the lobby at 7:15 pm.

Dinner

7:30pm – 9:30pm

Dinners will be held at:

Vincenzo’s Italian Restaurant (Sponsored by Traverse City Whiskey)

LeMoo (Sponsored by Courvoisier) – Neka

Proof on Main (Sponsored by Samson and Surrey) – Kathy *Lobby at 7:00pm – 7:30pm

Dragon King’s Daughter (Sponsored by The House of Suntory) – Lennie

Charity Masquerade Ball

Crystal Ballroom at The Brown Hotel

10:00pm – 12:00pm

Join us for a Night of Mystery and a Noble Cause! Be a part of this fun and exciting event supporting a great cause! Come dance the night away with us in our masks while indulging in the tasting tables and cocktails from our brand sponsors. Enjoy the beats of a great local DJ, and don’t forget to participate in the raffle draw for a chance to win some amazing, donated items.

The event aims to raise funds for the Helen David Relief Fund (HDRF) through the USBG Charitable Foundation. The HDRF was created to honor the late Helen David, a revered Port Huron, Michigan bar owner and community leader who battled breast cancer twice. Her resilience and fighting spirit remain an inspiration to those who are fighting against cancer. The fund provides financial assistance to individuals in the bar industry undergoing treatment for, and recovery from, cancer.

The HDRF offers immediate cash grants to those in the hospitality industry, regardless of USBG membership status. Don’t miss out on this opportunity to have fun while contributing to this noble cause!

Breakfast

The Brown Hotel

7:30am – 8:00am

Grab and Go Breakfasts!

Join us on the side of the hotel for breakfast before we board the designated buses for our distillery visits. Punctuality is key, so please don’t be late. Need a little pick-me-up? No worries, our bus sponsor, Zing Zang, has got you covered!

Transportation to Distillery Tours

8:00am – 9:00am

Distillery Tours

9:15am – 12:15pm

  • Groups A & B:

    Legent Jim Beam Tour and Ice Carving Class with Hidetsugu Ueno owner of Bar High Five in Tokyo.

  • Groups C & D:

    4 Roses Tour

Return to Hotel for Lunch

12:15pm – 1:15pm

Lunch

Crystal Ballroom at The Brown Hotel

1:30pm – 3:00pm

Luncheon and seminar brought to you by Heaven Hill.

Break & Terlato Tasting

3:00pm – 3:30pm

Attendees can stop in the break area for refreshments, snacks, tastings, and more. You might even get to take part in a podcast with the Bartenders!

Seminar

3:30pm – 4:30pm

Break & Chinola Tasting

4:30pm – 5:00pm

Attendees can stop in the break area for refreshments, snacks, tastings, and more. You might even get to take part in a podcast with the Bartenders!

Seminar

5:00pm – 6:00pm

Break

6:15pm – 7:00pm

During this break we recommend attendees get ready for dinner.

Transportation for Dinner

Hotel Lobby

7:00pm

Attendees will board the busses by group to head to dinner where they will reunite with the entire group for the evening’s activities.

Dinner & Best-in-Class Cocktail Competition

Nick and Norman’s in Whiskey Row

7:30pm – 11:30pm

Join us for a fantastic dinner event presented by Lobos 1707 Tequila at Nick and Norman’s in Whiskey Row, where the entire group will be in attendance. After dinner, head next door for the Best-in-Class cocktail competition where you can view and vote for the top five finalists. Watch as these talented bartenders compete to become the Lobos 1707 brand ambassador – who will reign supreme?

Post Dinner Activities

11:30pm

Our guests are welcome to explore the lively streets of downtown Louisville’s whiskey row. Maison Ferrand is having a popup cocktail party at Epiphany Cocktail Bar from 10pm-12am and Elevate attendees are welcome to join in the fun as well. For those who choose to stay out, please note that they will be responsible for their own transportation back to the hotel. Those wishing to return to the hotel after the competition, our shuttle service is also available for the return trip. As we have an early start for breakfast and distillery tours, we kindly ask that you do not stay out too late. Make sure to get a good night’s sleep!

Breakfast

The Brown Hotel

7:30am – 8:00am

Grab and Go Breakfasts!

Join us on the side of the hotel for breakfast before we board the designated buses for our distillery visits. Punctuality is key, so please don’t be late.

Transportation to Distillery Tours (Groups C & D)

8:00am – 9:00am

Transportation of attendees to Legent Jim Beam and Ice Carving Class with Hidetsugu Ueno owner of Bar High Five in Tokyo.

Transportation to Distillery Tours (Groups A & B)

9:00am – 9:45am

Transportation of attendees to Hirsch/Bardstown for a distillery tour.

Return to Hotel

12:30pm – 1:30pm

Transportation from distilleries to hotel for seminars. Boxed lunches will be served by the distilleries.

Seminars

The Brown Hotel Meeting Spaces (Follow signs for Chilled 100 Elevate)

2:00pm – 3:00pm

Break

3:00pm – 3:30pm

Attendees can stop in the break area for refreshments, snacks, tastings, and more. You might even get to take part in a podcast with the Bartenders!

Seminars

The Brown Hotel Meeting Spaces (Follow signs for Chilled 100 Elevate)

3:30pm – 4:30pm

Break & Ponyboy Slings

4:30pm – 5:00pm

Attendees can stop in the break area for refreshments, snacks, tastings, and more. You might even get to take part in a podcast with the Bartenders!

Seminars

The Brown Hotel Meeting Spaces (Follow signs for Chilled 100 Elevate)

5:00pm – 6:00pm

Break

6:00pm – 7:00pm

We recommend attendees use this time to get ready for dinner. Dress for the after party as you will be going directly from dinners to the after party!

Meet in Lobby For Dinner Transportation

Hotel Lobby

7:00pm

Dinner

7:30pm – 9:00pm

Dinners will be held at:

Liquor Lab (Sponsored by Hell House Whiskey)

Vincenzo’s Italian Restaurant (Sponsored by Knauppoge Castle Irish Single Malt)

Cured (Sponsored by Terlato)

La Bodeguita de Mina (Sponsored by Amber Beverage Group)

Roaring 20’s Theme Party

Tartan House

9:00pm – 11:00pm

Closing night party brought to you by Deutsch Family, featuring Redemption Rye.

Join us for a roaring 20’s themed closing night party hosted by our friends at Deutsch Family. This is your chance to let loose, network, and have a drink or two. Don’t miss out on the fun!

Breakfast

J. Graham’s Café (Home of the Hot Brown)

7:00am – 10:00am

For attendees wishing to have breakfast, they will be able to use a breakfast voucher issued upon check-in. Then you will be able to go into the buffet and eat.

Departures

11:00am

Guests will need to check out of rooms by 11:00am. Storage of bags is available through the hotel for those departing later in the day.

Dress code & Attire

Dress code & Attire

For all distillery tours and dinners, you are expected to be professional and dress in Business Casual attire. Closed-toed shoes are a must on tours. We highly recommend that you wear comfortable shoes as there is a lot of walking!

For seminars on Monday, we suggest dressing comfortably. Please do not wear branded T-shirts as many brands will be represented and we don’t want to be disrespectful.

Special Events: We highly recommend dressing up for the Masquerade and Roaring 20’s closing night parties! It’s not everyday we get the chance to play dress-up!

It might be cold in Louisville at this time of year for many of you traveling in from warmer climates. Remember to check the weather app and dress appropriately.

We recommend leaving some room in your suitcase. Many of the brands will be giving out swag and then there are the raffle prizes for the charity ball. It would be a bummer if you had to leave some of it behind!