Inside BACi On Location: A New Summit for Solving BevAlc's Biggest Challenges
This spring, P2PI is bringing its beverage alcohol (BevAlc) community together in a more intimate, action-oriented format with the debut of BACi On Location, a members-only in-person summit designed to move beyond surface-level conversation and into real problem-solving.
Set for May 12–13 in Charlotte, North Carolina, the event will gather members of the BevAlc Commerce Initiative (BACi) share group for two days of focused discussions around the forces reshaping BevAlc retail, from regulatory complexity to the rapidly evolving digital shelf.
Unlike larger industry conferences, BACi On Location is intentionally designed as a high-trust environment. The goal is simple: Create an off-the-record space for honest dialogue, shared challenges and practical takeaways that attendees can immediately apply to their business.
A Focused, No-Fluff Agenda
The programming centers on the most pressing issues facing BevAlc marketers, retailers and category entities today.
Content will explore emerging players and technologies redefining the category, regulations and the shifting compliance landscape, omnichannel integration and interactive sessions.
Real-World Insights From Industry Leaders
Several featured sessions bring retailer and brand perspectives directly into the conversation:
- The New Playbook for BevAlc Merchandising at Harris Teeter
Mark Smith of Harris Teeter will walk through how the retailer is approaching assortment, shelf organization and the balance between national, local and premium brands. The session will also highlight how shopper insights are influencing merchandising decisions and in-store discovery. - Winning in Instant Commerce: Driving Alcohol Sales Online With Gopuff
Randy Ornstein, senior director of merchandising for beverages at Gopuff, will break down what truly drives conversion in instant commerce. From assortment strategy to measurement realities, the session will offer a grounded look at what works and what doesn’t when marketing alcohol in a regulated digital environment. - The Algorithm Is Not the Bartender: AI, Gen Z & the Human Future of Alcohol Brands
Liz Batsche, former BevAlc brand leader and founder of Well Hosted, will explore where AI can enhance the category — and where human-led experiences still matter most. The session will focus on Gen Z’s expectations, personalization and the risk of over-automation in a category built on social connection. - From Shelf to Scan: Turning BevAlc Packaging into Performance Media
Caleb Sheppard of AirBaton will examine how QR codes and connected packaging are transforming the “scan moment” into a measurable media channel, while navigating the compliance and execution challenges unique to alcohol.
Explore more agenda items on the event website.
BACi Nightcap Networking Event
The experience extends beyond the meeting room. Attendees will gather for the BACi Nightcap at a Charlotte Knights vs. Norfolk Tides game on May 12, offering a relaxed setting to continue conversations and build deeper industry connections. Food, cocktails and a private suite will be sponsored by Pathformance. No agenda — just great company.
Event Details
BACi On Location will take place at the Hilton Charlotte University Place, with programming kicking off at 2 p.m. ET on May 12 and wrapping at 12 p.m. ET on May 13.
BACi members receive two complimentary tickets to attend. To claim a registration code, members can contact McKenna Smith at [email protected] prior to registering. For more information on BACi membership and eligibility, reach out to Nicole Mitchell, senior director of membership, at [email protected]
About BACi
BACi is P2PI’s dedicated community for professionals focused on advancing the BevAlc category at retail. The group brings together brand, retailer and select solution provider leaders to exchange strategies, explore emerging opportunities and collaborate on omnichannel approaches that reflect today’s shopper journey.
