In a world where consumers have the ability to buy now (anytime, anywhere) and can get almost any product they need in two hours or less, creating frictionless experiences is more important than ever. Frictionless has not always been easy for BevAlc, but today new opportunities are being unlocked faster than ever. Hear how Brown-Forman is evaluating new partners, shifting plans to drive more demand than ever, and ultimately unlocking a strategy to drive sustainable growth.

• Evaluating the balance between brand/demand to drive growth.
• Specific tactics include: Evaluating new to BevAlc tactics like Walmart Connect + The Trade Desk; UberEats with the closing of Drizly; DoorDash evolving tactics.