At this year’s USA Trade Tasting (USATT) 2025, beverage professionals will have the chance to hear from one of the most respected figures in the industry: Rachael Lowe, Director of Beverage Operations at Levy. With a career that spans Michelin-starred restaurants, major hospitality groups, and some of the country's most iconic venues, Lowe knows exactly what it takes to build a beverage program that works - no matter the size or scale.

In her panel talk at USA Trade Tasting, "From Menu to Glass: Insights from Leading Sommeliers," Lowe will pull back the curtain on how she manages over 280 locations under Levy’s umbrella. From stadiums and convention centers to upscale restaurants and resorts, her approach combines creativity, strategy, and plenty of real-world experience.

Running beverage programs across hundreds of venues is no easy task. As Lowe puts it, “There’s no one-size-fits-all solution.” Each venue has its own identity, guest profile, and operational challenges.

While Levy rolls out a core beverage program each year, Lowe emphasizes the importance of customizing selections where needed. Whether it's curating wine lists for fine dining or developing signature cocktails for local markets, her team uses data and trend analysis to guide their decisions.

For example, when tasked with creating a Texas-inspired cocktail for a sports venue, Lowe immersed herself in regional flavors to craft a drink that felt authentic to the area — proof that success comes from knowing your audience and adapting to their tastes.

Levy Restaurants with Sport Theme

Lowe has her finger on the pulse of what’s driving consumer preferences, especially in large-scale venues.

- Low and no-alcohol drinks are growing rapidly as guests seek mindful options.

- RTDs (Ready-to-drink cocktails) are evolving, with stronger, higher-quality offerings gaining traction.

- Agave spirits and bourbon continue to thrive, while hard seltzers are showing signs of decline.

- Sustainability and DEI initiatives are increasingly important, with brands expected to demonstrate values alongside quality.

For beverage professionals looking to refresh their programs, these insights offer clear guidance on what’s resonating with today’s guests.

For smaller brands hoping to break into Levy’s extensive portfolio, Lowe has some encouraging advice.

“If we taste the product and can get behind it,” she says, “we have no problem making introductions to locations on a regional or local level.” While breaking into large programs can seem daunting, quality products with a strong identity have a real shot at securing a spot.

With so many teams working in different markets, staff training is a top priority. Lowe relies heavily on her supplier and distributor partners to manage local education efforts, ensuring teams have the knowledge they need to confidently present wines and cocktails to guests.

For fast-paced environments like stadiums or festivals, Lowe says the key is frictionless service. Grab-and-go options are thriving, with packaging size and convenience playing a major role in driving sales.

To meet the needs of both budget-conscious guests and those seeking premium selections, Lowe’s team follows a tiered pricing model. By offering products at three different price points, they ensure there’s an option for every type of guest — whether they’re grabbing a quick drink or seeking a more elevated experience.

Why You Should Attend Rachael Lowe’s Session

Whether you’re a sommelier, bar manager, or beverage brand, Lowe’s insights offer practical strategies for improving your beverage program. Her real-world experience in both fine dining and large-scale venues makes her session one of the most valuable learning opportunities at USATT 2025.

Catch Rachael Lowe’s talk on May 20, 2025, in Chicago and discover how you can elevate your beverage program, connect with new audiences, and drive sales in today’s evolving market.

Also Read:
How Trade Shows Give A Boost To Your Business
Thin-Skinned Varietals For Every Restaurant's Wine List
How To Send Samples To Prospects