It’s that time of year again. Time to book your trip to the Craft Brewers Conference and BrewExpo America. [Checks press release.] San Antonio? That’s cool, I guess. I mean, I live in Cleveland. Who’s speaking? [Checks press release.] PepsiCo executive, Richard Montañez, will deliver next year’s keynote. The Los Angeles native started his PepsiCo career at Frito-Lay as a janitor when he came up with the idea for Flamin’ Hot Cheetos. What? I already love this story!
My first job was basically a janitor at a Biggs grocery story (a dubious hypermarket chain based in Cincinnati), and look where I’ve risen. [Checks surroundings — wipes Cheetos off pajamas.] Well, early bird registration begins December 3 for the Craft Brewers Conference or CBC. It’s America’s largest annual craft brewing industry gathering assembles 13,000 attendees to participate in more than 96 different seminars, tour a giant hall of cool booths and brewing products and equipment and attend lots of fun-ass parties. Course, CBC also serves as the home to the World Beer Cup, and it’s the Olympics of Beer.
More on Richard Montañez
As we mentioned, PepsiCo executive, Richard Montañez, will deliver next year’s keynote. The Los Angeles native started his PepsiCo career at Frito-Lay as a janitor when he came up with the idea for Flamin’ Hot Cheetos. His spicy creation, inspired by the flavors of his community, revitalized the brand and became a billion-dollar business. Montañez rose from janitor to Vice President of Multicultural Sales & Community Activation. Montañez is known for his visionary leadership, ability to innovate and his commitment to diversity. Fox Searchlight Films is set to release a film based on Montañez’s life called “Flamin’ Hot.”