Japan-headquartered company Suntory Beverage and Food GB&I delivered its 2026 Sales Conference on 27–28 January at De Vere Cotswold Waterpark Hotel, alongside experiential agency Hyphen.
The two-day event centred on the theme “Dare to Be You”, evolving last year’s “Dare to Be Different” message into a more individual focus on authenticity and personal impact within the sales organisation.
The shift was introduced on stage. During an opening address from commercial director Alpesh Mistry, keynote speaker Mykel Dixon interrupted proceedings and replaced the word “Different” with “You” in front of delegates, reframing the theme in real time.
Dixon’s session focused on authenticity and vulnerability in an AI-driven marketplace, positioning them as competitive advantages rather than soft skills.
The conference format moved away from a static agenda. Instead, the theme evolved across the two days, supported by “Dare Daily”, a live newsroom-style broadcast running throughout the event. The channel featured rotating anchors and headline-style updates, linking sessions and brand segments into a continuous narrative.
Brand immersions were delivered as live broadcasts from themed settings. -196 reported from “ZestFest”, Ribena from a berry farm setting and Celsius from a pitlane environment, using performance-led segments to communicate brand messages.
Music played a central role. A live house band underscored transitions and sessions, turning programme changes into performance moments.
Day two focused on Lucozade Energy. Claire Higgins, head of Lucozade, opened proceedings before a science workshop led by Kat Shaw introduced flavour and energy chemistry through tasting and sensory exercises. A theatrical performance by Cat&Mouse then explored consumer segments through live improvisation, with participation from members of the leadership team.
The event closed with a Lucozade-themed song performed live, accompanied by LED wristbands distributed to delegates.
Nicola French, account director at Hyphen, the agency behind the event, said the brief was to “take the standard conference format and flip it on its head”.