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.