Director of Data Services, Paul Ditterline, recently represented Heaven Hill Brands at the annual NABCA Conference, where artificial intelligence took center stage. The National Alcohol Beverage Control Association (NABCA) brings together industry leaders and control state partners each year to collaborate, share insights, and discuss the future of beverage alcohol in a rapidly evolving marketplace.

Heaven Hill has been a longtime NABCA member, and the conference provides a valuable opportunity to connect with peers and explore data and technology trends that shape how the industry operates. This year, Vice President of Strategic Partnerships, Jacob Sabel, invited Paul to join a panel discussion focused on how AI is transforming forecasting, inventory planning, and operations, all while keeping data privacy and security top of mind.

The panel featured a diverse group of experts, including an Administrator / NABCA Chair for Montgomery County Alcohol Beverage Services and a Government Strategy Leader – US State & Local Government at Microsoft. Moderated by David Randle, VP of Systems at NABCA, the session took the form of an open roundtable discussion. Questions covered everything from how organizations are using AI today to where its real value and limitations lie. The panel concluded with an audience Q&A session, where attendees shared their curiosity and excitement about the potential of AI.

For Paul, one of the biggest professional highlights was connecting with both NABCA colleagues and members of Heaven Hill’s sales team. “It was great to spend time with Jacob and the team he brought,” he shared. “We use NABCA data all the time, so it was valuable to see the people behind it and understand their perspectives.” He noted that while there’s plenty of excitement about AI across the industry, there’s also some uncertainty about how to use it effectively. Many attendees were impressed to hear how far Heaven Hill has already come in developing its AI strategy.

Representing Heaven Hill at such a respected industry gathering was a proud moment. “Everyone knew who we were,” Paul said with a smile. “Our team was incredibly supportive when they all attended the panel and offered great encouragement.”

Ultimately, Paul hoped his session left attendees with a grounded perspective on AI. “I wanted to give them a realistic understanding of what AI can and can’t do,” he said. “There are some amazing use cases, but it’s important to approach it thoughtfully and not expect it to solve every problem.”

As Heaven Hill continues to explore data and technology in smarter ways, Paul’s participation at NABCA is a reminder that innovation isn’t just about new tools, it’s about people leading with curiosity, integrity, and collaboration.