From brain health to protein to probiotics, from energy to electrolytes to recovery stacks, as the beverage business continues to find growth in functional product types, retailers with a strong grounding in the supplement world are becoming increasingly important parts of the retail footprint for entrepreneurial brands.
To help explain how founders can take advantage of this ongoing shift, BevNET Live NYC 2026 will feature a talk with Nicolletta Payne, the Senior Director of Merchandising for The Vitamin Shoppe, where she leads the On-the-Go and Protein categories. In this role, Payne is responsible for the company’s wide-ranging beverage assortment.
Payne will speak with the BevNET Live audience about the ways they can build and grow a consumer audience in cooperation with this national chain, which features more than 650 locations and a high-traffic e-comm business. As a supplement destination, Vitamin Shoppe is a key example of the retail progression followed by many emerging brands: a debut that relies strongly on nutrition and health wellness retailers that gradually crosses over into mainstream retail.
Payne’s talk is just one of many opportunities for BevNET Live’s attendees to find new retail strategies to support their brands and create stronger growth opportunities for the year to come. From on-stage talks with retailers and individual, one-to-one meetings during the event and ongoing networking and tactical discussions, BevNET Live offers entrepreneurial beverage brands to anticipate challenges and build a framework for their future growth.
Make sure you give yourself and your team every opportunity to succeed by attending BevNET Live. The event takes place on June 10-11 at the Metropolitan Pavilion, and features the New Beverage Showdown, sampling opportunities, 1:1 meetings, Beverage School, dedicated networking breaks, and more. Hundreds are already registered. Save $100 per ticket through April 24.
About BevNET Live
BevNET Live is the leading event for beverage entrepreneurs, retailers, investors, and service providers. Held twice per year, BevNET Live is known for shaping the beverage conversation, surfacing rising stars, and fueling strategic connections across the industry.
For questions about BevNET Live, or to learn about sponsorship opportunities, please contact the BevNET team.