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.

-  Sufrside.io

AI can recommend the drink. It cannot host the moment. As the first AI-native 21+ cohort, Gen Z experiences alcohol brands in a world shaped by hyper-personalization, retail media acceleration and algorithmic influence. While AI is transforming targeting, forecasting and digital activation, alcohol remains a fundamentally social, contextual category — where trial, loyalty and advocacy are built through lived experience. This session explores how AI enhances discovery and relevance, and where over-automation risks stripping warmth, intention and cultural credibility from brand experiences. Through interactive scenario work, attendees will assess where AI should automate, augment or remain human-led, with practical implications for field teams, experiential marketing and omnichannel execution.    

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.