What Really Drives Beverage Alcohol Purchases

Experiential marketing firm HSP Brands 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.