In the omnichannel era consumers have the ability to buy now (anytime, anywhere) and can get almost any product they need in two hours or less. Creating frictionless digital experiences is more important than ever. Frictionless has not always been easy to execute for BevAlc, but today new solutions are rapidly being unlocked faster than ever. Hear how Brown-Forman (Jack Daniel’s, Woodford Reserve, Old Forester, Herradura Tequila) is evaluating new-to-BevAlc partners and tactics, shifting plans for digital excellence to drive more demand than ever, and ultimately unlocking a strategy that drives sustainable growth.

The discussion will include:

• Evaluating the balance between brand/demand to drive enduring growth in an evolving market.
• Evaluating new-to-BevAlc partners including Walmart Connect + The Trade Desk; Uber Eats + Instacart and the closing of Drizly; plus DoorDash evolving tactics.