Uncork Some Context to Drive Growth in BevAlc, with Bailie Duncan, Product Manager, Marketing Systems at Jackson Family Wines

The beverage alcohol industry is a complex beast with an intense regulatory environment and shifting consumer preferences. The foundational fuel for driving sales is product content that is always accurate and increasingly adaptive to the consumer’s context - an occasion, a specific meal, their budget. With 700 - 1000 new SKUs a year, Bailie Duncan, Product Manager, Marketing Systems at Jackson Family Wines has rallied a small but mighty digital shelf team to make data a secret weapon that meets the consumer where they are, and steers them toward the right product at the right time.