Podcast: What Really Drives Beverage Alcohol Purchases

What’s really driving alcohol purchases in our rapidly shifting market? For answers, we reached out to experiential marketing firm HSP Brands, which oversees more than 66,000 retail-tasting events a year. In this episode CEO Jessica Kogan shares some of HSP’s insights about what drives consumer-buying decisions. We cover the evolution of occasion-based buying in beverage alcohol, the benefits of flavor and packaging innovations, the importance of product sampling, ice-cream shop emotions, AI and much more.

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