Non-Tech Firms Hope To Get Lucky At CES 2017

This year’s Consumer Electronics Show (CES) in Las Vegas is attracting more traditional firms that are looking establish connections and get a first look at the new technologies shaping a wide range of industries.

The Wall Street Journal reported that non-tech firms are crashing the world’s largest consumer electronics show this week, braking the long-standing reputation that CES is only for tech geeks and electronics manufacturers.

Pernod Ricard SA, the French spirits company and maker of Absolut, is attending CES for the first time this year to introduce and seek feedback on its connected cocktail library, called Opn.

“We’re here to find people who might be interested in supplying us with tech, or partnering with us,” Alain Dufosse, director of Pernod Ricard’s innovation group, told the WSJ. “The opportunities here are richer than a spirits industry conference, where it is the same old club.”

As technology continued to have deeper impacts on a growing number of traditional sectors, it’s no surprise that non-tech companies are adding tech industry events like CES to their calendars.

Coffeehouse chain Dunkin’ Brands Group, on the other hand, is a repeat attendee at CES and this year brought a team focused on learning how self-driving car technology can be used to help notify a passenger of a nearby Dunkin’ location and route the car to the shop.

“The opportunity is to come and find more ways to sell doughnuts and coffee,” Scott Hudler, chief digital officer at Dunkin’ Donuts, explained.