As well as the emerging trends affecting pubs, Sherwood-Smith will also reveal how the global drinks giant is responding to changing consumer demands and how pubs can better capitalise on such changes.
She told the Publican's Morning Advertiser (PMA) in this exclusive video interview ahead of the event: "In beer, craft has been huge trend for the past couple of years, but we're now seeing the second wave of that coming in as craft starts to become more mainstream and the impact of that is new product and brand launches."
It was also evident that those pubs and bars making the most of activities and tapping into certain trends were seeing a rise in footfall, Sherwood-Smith told the PMA in this teaser video ahead of her presentation at the event in London on 22 June.
"The pubs and bars that are really making the most of getting more people in, more often, are [seeing customers] spending more.
"All day food is a big thing, as are activities in pubs, and we're seeing trends around golf and darts – so it's giving people reasons to come out and spend money rather than stay at home."
Other speakers on the day include British Beer and Pub Association's chief executive Brigid Simmonds, the National Association of Cider Makers' new communications director Gabe Cook and headline speaker Bob Pease, president and CEO of the Brewers Association.
For more information and to book tickets contact Joanne Horton by phone on 01293 610 403 or by email at firstname.lastname@example.org.
Alternatively, visit www.FutureTrendsBeerandCider.com.
The event, which is backed by headline sponsor Heineken, is also supported by partners Kegstar, Nigay and Willis Publicity and is in association with the British Institute of Innkeeping, Independent Family Brewers of Britain, Association of Multiple Retailers, British Beer and Pub Association and the National Association of Cider Makers.