Alva Mather will moderate a panel at the Distilled Spirits Council of the United States (DISCUS) Annual Conference, where Sarah Bro and Alexei Cowett will join her as speakers on the session, “Star Power in a Bottle: Working with Celebrity Brands.” The discussion pulls back the curtain on how celebrity-backed spirits brands operate — from deal structures and brand control to liquid development, compliance, distribution, and long-term growth. Panelists will explore what makes these partnerships succeed or fail, and how industry stakeholders can evaluate whether star power truly aligns with brand strategy and market fundamentals.

McDermott Will & Schulte is a proud sponsor of the DISCUS Annual Conference, which is the premier event for spirits industry leaders, decision makers and supply chain partners. To learn more, visit the DISCUS Annual Conference event page.