Discover how experiential retail is reshaping the beverage alcohol landscape in this engaging panel featuring leading independent retailers. Panelists will share strategies for creating memorable in-store experiences — from tastings and events to education, merchandising, and hospitality — that drive customer loyalty and increase sales. Learn how retailers are transforming their stores into destinations, building stronger community connections, and differentiating themselves in an increasingly competitive market. Attendees will leave with practical ideas to elevate their customer experience and turn everyday shopping into something customers look forward to.