Shopper Marketing / Engagement

Consumer buying and drinking preferences have evolved, which is largely due to e-commerce. The barrier to entry for new alcohol brands to infiltrate the industry is lower than ever: traditional BevAlc brands are producing more products to cater to new consumer preferences and even other CPG brands are entering the alcohol category with "spiked" and "hard" twists to their non-alcoholic beverages. In an industry where preferences, tastes and shopping habits continue to evolve, agility is a must for brands. During this webinar, sponsor partner Aki kicks things off to explore how the BevAlc category has evolved and why brands need to rethink the role of data. Then we dive into a panel discussion with leading BevAlc brands to learn how the new rules of engagement have altered their marketing strategies and how they’ve evolved to keep up with their consumers’ developing preferences.

For this episode of Retail Intel, we sat down with executives from Total Wine & More, Starbucks and Jushi Holdings to explore how they’re rethinking their retail stores to engage with today’s shoppers. As we dive into each of their sectors — BevAlc, coffee and cannabis — we’ll look at evolving shopper behavior, changes in strategies, innovation in physical retail locations, lessons learned and what’s next as they navigate the future of in-store experience.

We discuss the emerging trend of the store serving as a community hub — and what that means for the evolution of physical retail as shoppers return to stores. Joining the conversation, our special retail guests will share their insights on transforming brick-and-mortar locations into dynamic experiences that bring the brand to life, while facilitating human connection and community-building to become part of the cultural iconography.