The alcohol industry is at an inflection point. Consumer behavior has already shifted: social media drives purchases, discovery outpaces availability, and a new generation expects to buy alcohol the same way they buy everything else—embedded in the platforms and retailers they already love.

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70% of young adults have found brands online they wanted to buy but couldn't. And 65% of all consumers say they'd buy alcohol from their favorite online retailers if given the option.

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The gap between consumer demand and industry infrastructure is costing brands sales. So how do you close it?

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Join DRINKS as we share findings from our national consumer research on how Americans actually discover, shop for, and buy alcohol in 2026—and what brands and retailers can do about it. We'll cover the rise of social commerce, the discovery-to-purchase gap, consumer expectations around embedded commerce, and practical approaches to capturing demand that's currently slipping through the cracks.