When was the last time someone offered to buy you a round of macaroni and cheese? That's probably never happened, at least since college. Brown-Forman chief Paul Varga presented that question to the crowd Sunday morning at NABCA's annual convention in Marco Island. He was challenging the idea of social media, which he calls "new technology." As Paul pointed out, the alcohol beverage industry has always been social by nature. Not so for other consumer brands companies....