QR codes are no longer experimental — they are transforming packaging from static labels into data-driven media channels. With adoption growing 70% year-over-year, the "scan moment" is now a primary driver of retail performance. This session explores how beer, wine and spirits brands can navigate category complexities — including age gating, compliance, retailer restrictions and multi-state execution — to drive measurable results. It will also include real-life case studies and explore how digitally connected activation at the shelf — from on-pack QR to field signage and in-store assets — can drive measurable results while staying compliant in the alcohol category.

The on-premise channel remains the most human expression of beverage alcohol, where evolving drink trends across premiumization, moderation and occasion are reshaping growth outlet by outlet. At the same time, AI is advancing toward agentic systems capable of recommending, optimizing and acting with minimal human intervention. This shift has distinct implications in a regulated, relationship-driven industry. This session explores the spectrum from high-touch human engagement to increasing autonomy, and what that balance should look like for BevAlc leaders.

Surfside

• Surfside is the Operating System for the Retail Majority, aggregating independent liquor stores, regional chains, and specialty beverage alcohol retailers into a unified retail media network. By connecting onsite, in-store, and offsite media to real-world purchase data, Surfside enables BevAlc brands to reach high-intent shoppers and measure performance against verified sales. In this 10-minute tech showcase, we’ll show how brands drive sell-through across fragmented retail while unlocking new supplier-funded revenue for retailers.

Select Design

• Everyone's talking about AI, but walk into the POS section of your distributor's warehouse and you'll find a different reality: a cardboard graveyard. An estimated 30% of all point-of-sale materials never make it to the shelf, representing hundreds of millions of dollars lost to dumpsters every year across the alc bev industry. The problem isn't a lack of ambition — it's a lack of visibility. In this session Select will unpack why POS waste remains one of trade marketing's most stubborn and expensive blind spots, and how purpose-built technology is finally changing the equation. Attendees will leave with a clearer picture of where budget is quietly disappearing in their own programs, and practical steps for improving visibility, tightening program management, and reducing waste before it starts.

This interactive deep dive into our 2026 BACi Consumer Study is your chance to influence our annual research before it hits the field. We’ll review 2025 findings and gather your feedback on critical topics, including omnichannel journeys, loyalty drivers and consumption habits. Let your voice be heard to ensure our next study addresses your most pressing questions.

Join DoorDash and Treasury Wine Estates for a discussion on how sustained partnerships unlock long-term growth and meaningful impact. We’ll highlight the advantages of being a first mover - and what’s possible when brands and platforms collaborate early to drive lasting success