Today’s BevAlc landscape is evolving quickly — from sober-curious shoppers, shrinking shelves, TikTok-armed Gen Zs, and a new wave of wellness-driven choices, the BevAlc category isn’t just feeling a hangover — it’s experiencing a shift reflective of changing consumer behaviors and market dynamics. The good news? Growth isn’t canceled … it’s just calling for new recipes.

Longtime BACi contributor Chris Perry of firstmovr will look beyond the headwinds to serve up six clear strategies for navigating change while stirring in bold ideas to reimagine relevance in a marketplace that’s moderating, fragmenting, and evolving fast. We’ll explore:

• A fresh pour of category data and consumer trends signaling where BevAlc growth is draining — and, more importantly, where it’s bubbling up plus how to capture it.
• The Six Shots of Solutions framework covering strategies to navigate the cultural, competitive, channel, and regulatory forces reshaping the market.
• Buzz-worthy brand moves from those who are remixing the playbook and reclaiming occasions.
• Practical ways to turn lemons into lemontinis through next-level omnichannel strategies.