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School of Hotel Administration

Maximizing Your Beverage Program Profits Through Innovation and Creativity

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About the course

Participants will do a deep dive into optimizing profit while maintaining operational goals. They will understand the different beverage segments and how each one can impact the bottom line. Product evaluations will be conducted throughout the course to not only examine trends but also to develop training programs for staff. The course material will be on the selection, costing, asset management, and sale of the beverages appropriate for the individual markets.

Key Benefits

Increasing knowledge of product and sales tools to amplify the contribution margin and revenue created by the responsible sale of beverages. Gaining insight into today’s beverage trends along with current financial and product data to make informed business decisions in order to increase beverage-generated revenues.

Topics Include

  • Trends within the beverage industry: domestic and international beverage trends. The worldwide industry will be put into context based on international and domestic sales data.
  • Revenue generation through beverage list development: Developing, layout, and menu styles.
  • Profit optimization through informed beverage procurement and costing
  • Devising a beverage asset management plan and limit operational liability
  • Developing educational training and selling techniques for staff

Participants who have attended “Beverage Management” in past years should not attend this course due to significant overlap of course material.

Trust the experts

Douglass Miller

Biography Douglass Miller has over 30 years of industry experience in restaurants, hotels, resorts, and education. He has worked around the country including Las Vegas, San Francisco, New York City, Hawaii, Santa Barbara, CA, Philadelphia, and Washington DC. Four Seasons Resorts and Hotels, Wynd...


Cheryl Stanley

Biography Cheryl Stanley is a lecturer in food and beverage management at the Cornell School of Hotel Administration (SHA). She has been involved with food since the age of ten, when she started her own chocolate business, "Cheryl''s Chocolates." Following her interest in food, she attended SHA ...


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Professional Development Program: Beverage Management

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