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.

Nonalcoholic beverages remain growing a category within the industry. Hudson Dry, a nonalcoholic bottle shop focused on beer, wine and spirits, opened last month in upstate New York. We speak with Owner Ryan Curran on operating a nonalc bottle shop, and what he sees as the future of the category, and how other retailers can better market and sell these products.

Joining us is Faith Anderson, founder of Nouvie, a non-alcoholic wine brand focused on delivering the experience and ritual of wine without the alcohol. Anderson talks about the evolution of the premium non-alcoholic category, how consumer expectations are changing and what it takes to create a wine alternative that delivers on flavor, sophistication and the overall drinking experience.

While beer has been struggling lately, the industry got a boost this past summer when the U.S. hosted the World Cup. Across the tournament, host market on-premise beer sales rose 11.1% year over year, helping generate an estimated 2 million additional cases nationwide. We chat with Dr. Andrew Heritage, chief economist for the Beer Institute, about the World Cup effect and other beer trends.

What's it take to grow a nonalc brand in today's competitive environment? We chat with Mark Mozier, founder of Mark’s Mocktails, a nonalc canned cocktail brand that’s wracking up awards in recent time, including WSWA best in show, and our 2026 Beverage Incubator. Mark also discusses his decades of experience in the industry, his thoughts on the current state of the alcohol business, and his love of coaching lacrosse.

What is the current state of independent liquor stores? For answers, we talked with Tom Slattery, owner of JJ's Wine, Spirits & Cigars, a Top 100 Beverage Alcohol Retailer located in Sioux Falls, South Dakota. Tom discusses the challenging business environment, how bar and food components help his store, and why it's so important to tap into experiential retail.

State Line Distillery in Madison, WI, operates both a production distillery and a cocktail lounge. This gives the company a front-row seat to a shift it’s been seeing from at-home consumption to social drinking on-premise. Founder and head distiller John Mleziva discusses this trend and others, from the two-drink night and zero-proof cocktails to how State Line enhances the lounge guest experience.

What is the state of the wine industry in 2026? And should we be worried or cautiously optimistic? For answers, we talk with Eric Hemer, Senior Vice President of Product Education for Southern Glazer’s Wine & Spirits, and the new cohost of Southern Glazer’s popular industry podcast, Served Up.