September 22, 2026 (San Diego, CA) — SommCon Conference & Beverage Expo is bringing an expanded Profitability Bootcamp to San Diego this November 3-5, giving beverage buyers a dedicated track focused on the business decisions that impact financial performance of beverage programs.
“Buyers today are operating at a different level of responsibility than they were even a few years ago,” said Michelle Metter, Founder & Director of SommCon. “They’re being asked to think like business operators, balancing creativity with financial performance. The Profitability Bootcamp was built to support that shift with practical, real-world education they can take back and apply immediately.”
Following its debut at SommCon DC this spring, the Profitability Bootcamp returns to SommCon’s San Diego conference with eight sessions and an expanded roster of industry partners, including Coravin and the Court of Master Sommeliers, Americas. The program brings together respected educators, experienced operators, and beverage professionals navigating many of the same business challenges – creating space to learn from proven expertise, compare approaches with peers, and leave with practical ideas they can put to work.
Profitability is More Than Cost Control
The Profitability Bootcamp was developed in response to the expanding responsibilities of beverage professionals across restaurants, hospitality groups, and other beverage businesses. While margin and cost control remain central, the San Diego program takes a broader view of what drives performance.
Profitability Bootcamp Sessions at SommCon San Diego:
Fundamentals of Beverage Management, Presented by Court of Master Sommeliers, Americas
Emily Wines MS, Cooper’s Hawk Winery & Restaurants
Advanced Beverage Management & NRO Case Study, Presented by Court of Master Sommeliers, Americas
Emily Wines MS, Cooper’s Hawk Winery & Restaurants
Rethinking Wine By-the-Glass: Changing Tastes, New Opportunities, Presented by Coravin
Greg Lambrecht, Coravin
The Economics of Exceptional Hospitality: Service Decisions That Drive Profit
Molly Brooks, The Walt Disney Company
Stop the Profit Leaks: Inventory, Variance, and Smarter Buying
Cristie Norman, Wynn Las Vegas
Demand Generation & the Hospitality Flywheel: Turning Guests Into Regulars
Cha McCoy, The Communion Wine & Spirits
Smart Pricing Architecture: Costing, Value & Credibility
Together, these sessions offer practical perspectives on the decisions that shape beverage program performance.
Part of The Full SommCon Experience
The Profitability Bootcamp is accessible with Full Conference and Single-Day Passes and is part of SommCon’s broader program of education, professional development, tasting, and industry connection.
Alongside the Bootcamp, SommCon San Diego features regional and varietal explorations, advanced tasting education, market research and industry trends, professional development, buyer and operator roundtables, supplier and distributor education, and SommCon Beverage Expo trade tasting.
SommCon San Diego takes place November 3–5, 2026, at Rancho Bernardo Inn in San Diego, California.
Full Program Agenda and Registration Information: https://sommconusa.com/conference/
ABOUT SOMMCON:
SommCon® is the premier gathering for professionals in the wine, beer, and spirits industry, offering unparalleled opportunities for education, networking, and career development. SommCon Conference & Beverage Expo offers a comprehensive program of wine and spirits education, professional development, mentorship and networking opportunities, and a vibrant marketplace showcasing domestic and international producers of wine, beer, spirits, and brands in the low and no alcohol category. SommCon is produced by Fast Forward, an event management and media company that specializes in consumer and business events in wine, beer, spirits, culinary, and hospitality.
