The Beverage Marketing Association (BMA) is set to introduce its “Better Together” initiative at eBev 2025, an influential beverage marketing forum happening from 28 to 30 May at The Conrad in Indianapolis.
With a focus on the alcohol beverage industry’s current struggles, the initiative aims to foster collaboration between leading brands, retailers, and stakeholders to address declining revenue and changing consumer preferences.
A Collective Effort to Strengthen the Industry
The Better Together initiative aims to celebrate the alcohol industry’s role in social connectivity while reinforcing its relevance amid a shifting market. Through collaboration between beverage brands, retailers, and marketing professionals, the initiative hopes to address the sector’s current challenges.
“The alcohol industry has always played a key role in life’s most meaningful moments—from celebrating victories to bringing communities together,” BMA stated in its announcement. “With shifting consumer preferences and new competitive forces, now is the time for collective action to sustain and grow the industry.”
Key themes of the initiative include addressing declining revenue, fostering a stronger sense of community, and embracing innovation to sustain industry influence.
A Keynote Address to Set the Tone
Taylor Barnebey, Vice President of Marketing & Brand Advertising at Total Wine & More, will open eBev 2025 with a keynote focused on the challenges facing the alcohol industry, such as the first recorded decline in both revenue and social relevance.
Barnebey will emphasise the importance of a unified approach in his address, advocating for fresh marketing strategies and innovative collaborations. His remarks will lay the groundwork for ongoing discussions on the future of beverage marketing and the role of industry partnerships in re-engaging consumers.
Industry Experts Tackle the Future of Beverage Marketing
eBev 2025 will feature discussions on the most pressing topics shaping the beverage industry. These are the topics attendees will gain insights into:
- The evolution of social media in beverage marketing
- The impact of “de-premiumisation” and how to attract premium consumers
- The resurgence of on-premise consumption trends
- The emerging market for alternative beverages, including THC and hemp-infused drinks
These conversations will bring together top executives, brand leaders, and marketing strategists to explore solutions for maintaining the industry’s vitality in a rapidly changing marketplace.
Insights from BMA Leadership
Seth Hillstrom, Executive Director of the Beverage Marketing Association, highlighted eBev 2025 as a key event for driving important industry discussions,
“In addition to this initiative, eBev 2025 will provide critical insights for beverage marketers across all segments – with themes including the evolution of how we utilise social media platforms, de-premiumisation as well as targeting more elusive premium consumers, the return to on-premise consumption, and the ever-changing landscape of alternative beverages, including the infused THC/ hemp market. Together, we will continue to ensure a vibrant future for the beverage industry.”
How to Participate
eBev 2025 is an invitation-only event, ensuring that key industry leaders and decision-makers come together for impactful discussions. Those interested in attending can request an invitation by visiting www.bevmarketing.org or reaching out to kika@bevmarketing.org.
About the Beverage Marketing Association
The Beverage Marketing Association is dedicated to advancing the global beverage industry through research, knowledge sharing, and cultivating collaboration among industry professionals.
The BMA helps beverage marketers adapt to shifting consumer trends and technological advancements by providing insights and strategic guidance.
A Defining Moment for the Alcohol Industry
The Better Together initiative, unveiled at eBev 2025, encourages brands, retailers, and marketers to join forces in shaping the future of beverage marketing. Industry leaders strive to ensure that the alcohol sector remains an integral part of social and cultural life.