Molson Coors Beverage Co.

The rising interest and viewership of women's sports presents a compelling opportunity, says VML's Emily Habeck.

Here is a sampling of how brands in the beverage alcohol (BevAlc) category have activated at retail over the past six months.

We provide a glimpse at how some retailers and brands activated during the holidays, as well as with New Year’s resolutions and Dry January — online, in stores and beyond.