BevAlc Industry Innovators Join P2PI LIVE Lineup
The P2PI LIVE & Expo agenda added three thought-provoking sessions spotlighting how leading beverage-alcohol (BevAlc) brands and partners are leveraging data, technology and creativity to fuel growth in an increasingly complex marketplace.
The event returns Nov. 11-13 to the Renaissance Schaumburg Convention Center in Schaumburg, Illinois.
Next-Level Marketing Mix for Omnichannel Excellence
The omnichannel landscape is more complex than ever — and finding the right balance across channels, budgets and teams has become a high-stakes challenge for brands.
In this forward-looking session, leaders from Treasury Wine Estates, Molson Coors and Catalina will break down how BevAlc marketers can optimize decision-making across platforms, align internal stakeholders and leverage the right data sources to maximize impact.
Attendees will walk away with practical tools to confidently plan investments, measure effectiveness and craft a marketing mix built for today’s dynamic retail environment.
Speakers:
- Tammy Ackerman, VP, eCommerce & DTC Marketing, Treasury Wine Estates
- Anna Johnson, Director, Precision Digital & Marketing Analytics, Molson Coors
- Mike Maybaum, Group Director, CPG Omni-Channel Solutions, Catalina
- Lisa Johnston, Editorial Director, Path to Purchase Institute (Moderator)
The Other F Word: Smashing the Funnel in an Always-On Retail World
The funnel is the “other F word,” and it’s time to move on. Today’s digital-first shoppers, AI and 24/7 commerce have dismantled traditional marketing models — forcing brands to rethink how they connect and convert in an always-on environment.
Also: P2PI LIVE Adds Sessions on BevAlc Marketing Innovation, Omnichannel Strategy
In this session, leaders from Mark Anthony Group and SmartCommerce will explore how innovations such as social commerce, AI and connected packaging can drive real action — not just awareness — in a world where the store now lives in the consumer’s hand.
Speakers:
- Emma Hughes, Shopper Marketing Lead, Key Accounts, Mark Anthony Group
- Jennifer Silverberg, Co-Founder & CEO, SmartCommerce
Balancing Short-Term Wins With Long-Term Brand Growth
Emerging and evolving categories can’t afford to choose between near-term sales and long-term brand strength. This session explores how brands are navigating that tension — leveraging data-driven precision and creative personalization to both capture immediate demand and build lasting mental availability.
Leaders at Phusion Projects — the global BevAlc company behind brands such as Four Loko, Mamitas tequila seltzer, Basico tequila and Basic vodka — and Inmar Intelligence will share real-world examples of how efficiency and innovation are reshaping marketing strategies in the category.
Attendees will learn how brands are using data and technology to connect with core buyers while expanding into new audiences — driving growth today and sustaining relevance tomorrow.
Speakers:
- Ross Bennett, Senior Director, Consumer Marketing, Phusion Projects
- Cristina Costa, Senior Director & Head of Beverage Alcohol, Inmar Intelligence
