We are thrilled to introduce Austin Beeman, the newly appointed Conference Director for the Food and Beverage Content Creator Track at TBEX. With a rich and diverse background in the wine industry, content creation, and conference management, Austin is set to bring an exciting new dimension to our community. Here’s an insightful Q&A to help you get to know Austin and his vision for this new role.
Austin Beeman, Conference Director Food & Beverage Track
Q: Can you share a bit about your professional background in the content creation, conference management, and/or food and beverage industry?
Austin Beeman: I’ve spent nearly a quarter century in the wine business, working at the intersection of Wine, Travel, and Content. My career has spanned senior management positions with wineries, retailers, and distributors—pretty much everything except the actual production of wine. I also hold an MBA in Wine & Spirits Management, which has been instrumental in shaping my approach to the industry. In addition to my work in the wine industry, I’ve produced an online video show called “Understanding Wine with Austin Beeman,” which has become a Top 10 video podcast in the wine space with over 100 fully produced episodes.
Q: What inspired you to pursue a career focused on food and beverage content creation?
Austin Beeman: My passion for wine began during a trip to Southwest France, but at that time, I was running my own business in film and video production, working with physical 16mm film and videotapes. The advent of digital photography and video completely disrupted the industry, making it nearly impossible to sustain that business model. Transitioning into the wine business felt like a natural step, yet my love for video and photography never faded. As soon as online video distribution became available, I jumped at the chance to start creating online wine content, merging my two passions.
Q: How has your experience working with content creators or influencers shaped your approach to this new role?
Austin Beeman: The Wine & Food industry has been relatively slow in adopting content marketing and working with influencers compared to other sectors. Over the past decade, I’ve been advocating for the industry to see the immense value that content creators bring to the table. The necessity of direct-to-consumer (DTC) sales in 2020 forced some modernization, but there’s still a long way to go. My experience has taught me the importance of educating and inspiring the industry to embrace modern content strategies, and I’m excited to bring this perspective to TBEX.
Q: What are some of the most memorable projects or campaigns you’ve worked on in the food and beverage/content creation space?
Austin Beeman: One of the standout projects in my career was executing the Popelouchum crowdfunding campaign for Bonny Doon Vineyard, which at the time, became the largest crowdfunding project in the wine world. I’ve also conducted academic research with Kedge Business School and Sonoma State University, where we worked to quantify the ROI for online content creation. These projects have been incredibly rewarding and have given me a deep appreciation for the impact of content marketing in the wine and food space.
Q: What drew you to TBEX, and how do you see your role contributing to the conference’s goals?
Austin Beeman: My connection with TBEX dates back to the Travel Track at Blogworld, which eventually evolved into TBEX. I’ve been consistently impressed by TBEX’s professionalism in the travel content space for over a decade. Joining TBEX as the Conference Director for the Food and Beverage Track feels like a natural progression in my career. I’m excited to contribute by expanding the richness and diversity of the TBEX community, particularly through the lens of food and beverage content.
Q: What is your vision for the Food & Beverage Content Creator Track at TBEX?
Austin Beeman: I believe that food and beverage are the most intimate parts of the travel experience. They’re not just something you see or hear about—they physically become a part of you. My vision for the Food & Beverage Track is to offer content creators the tools and inspiration they need to capture and convey these sensory experiences through digital platforms. It’s about making the intangible, tangible, and I can’t wait to see how this track evolves.
Q: How do you plan to engage and inspire content creators within the food & beverage space?
Austin Beeman: The world of food and beverage is inherently inspiring, and my goal is to provide content creators with the moments and tools they need to translate this inspiration into compelling digital content. The track will focus on showcasing the authentic culinary traditions of the host destination while also providing insights from experts in food and beverage content creation on how to effectively communicate these experiences online.
Q: What kind of topics or themes do you anticipate will be the focus of this track?
Austin Beeman: The Food & Beverage Track will have two core components. First, it will draw on the deep, authentic knowledge of the host destination, allowing TBEX attendees to immerse themselves in the local culinary culture. Second, it will feature insights from leading experts in food & beverage content creation, focusing on how to translate sensory experiences into digital content that resonates with audiences.
Q: How do you intend to integrate the Food & Beverage Track with the broader TBEX community?
Austin Beeman: TBEX is already a vibrant home for a diverse and global community of content creators. The Food & Beverage Track will be like a well-paired wine and dish—complementary to what’s already here, yet adding its own unique flavor. This track will enhance the overall experience for all attendees, creating opportunities for cross-pollination of ideas and inspiration.
Q: What are your long-term goals for the Food & Beverage Content Creator Track?
Austin Beeman: My long-term goal is for the Food & Beverage Track to attract a substantial contingent of content creators and to become a highlight that regular TBEX attendees look forward to each year. I want this track to be known for its richness, depth, and the unique opportunities it offers.
Austin Beeman, Conference Director Food & Beverage Track
Q: In what ways do you hope to influence or shape the future of food and beverage content creation through your work with TBEX?
Austin Beeman: The Food and Beverage industry still has a lot of room to grow when it comes to integrating professional content creators. My hope is that through TBEX, we can push the industry forward, inspiring both content creators and the industry to see the value in collaboration. I want this track to open new doors and expand horizons for everyone involved.
Q: What new opportunities do you believe this track will create for both content creators and brands within the food and beverage industry?
Austin Beeman: Honestly, the possibilities are endless, and that’s what excites me. The conversations and connections that will happen at TBEX—especially over good food and a glass of local wine—will undoubtedly lead to opportunities that we can’t even predict right now. That’s the beauty of this community.
We’re excited to welcome Austin Beeman to the TBEX family and can’t wait to see the incredible impact he will make as the leader of our new Food and Beverage Content Creator Track. Stay tuned for more updates and insights as we prepare for the debut of this new track at TBEX North America 2025 in Quebec City!
We’ve not met but I just read the interview- you sound like a perfect fit!
He’s going to be fantastic! So much new information, contacts, and opportunity to share.
Congratulations! I am a longtime food writer with a blog and newsletter and am excited about what this new track will bring!
Us too! Thank you, Betty.