Marketing alcohol is unlike marketing anything else. The industry is bound by strict regulations and driven by a consumer base that has changed more in the past five years than in the previous two decades. Cristina Costa understands this better than most. She has spent the last decade working with leading brands to uncover what truly drives sales in one of the most competitive and complex categories in marketing. Her expertise has earned her national recognition, including being named a Path to Purchase 40 Under 40 Honoree and receiving the Women of Excellence Industry Impact Award.
Understand The Evolving Consumer Landscape and Be Ready To Shift
Five years ago, beverage alcohol marketing seemed relatively straightforward. Today, it is anything but. “The beverage alcohol consumer has changed dramatically over the past five years. From premiumization and wellness-driven choices to the rise of ready-to-drink cocktails, consumers are more diverse and dynamic than ever,” says Cristina Costa. Ready-to-drink cocktails are surging. Wellness matters, even when people drink. And premium brands are outperforming budget options in ways few predicted. But demographics alone no longer tell the full story. Costa encourages brands to look deeper. “Winning strategies start with understanding who your consumer is, not just by demographics but by behaviors, motivations, and occasions,” she explains. Why are they buying? When? What does this purchase say about how they see themselves?
The brands leading today are building campaigns around identity and lifestyle rather than product features. Yet spotting trends is only half the challenge. “It is not just about understanding these trends; it is about being able to quickly react and shift your strategies to address these changes and needs,” Costa says. In this market, speed matters as much as insight.
Connect The Path To Purchase At Every Touch Point
Getting someone’s attention means little if that interest never turns into a sale. Cristina Costa sees brands pour money into awareness campaigns without thinking through what comes next. “Awareness alone doesn’t drive sales. It’s about creating seamless connections across the consumer journey, from discovery to purchase,” she explains. The alcohol industry now operates in two worlds. Physical retail still leads, but e-commerce continues to grow. Smart marketers use tools such as shoppable media and geo-targeting to connect the two. Data-driven personalization can make a difference, but only when it helps move consumers closer to a purchase. “The best strategies make it easy for consumers to go from ‘I’m interested’ to ‘I’m buying’ in just a few clicks or steps,” Costa says. Building brand awareness is the starting point. What separates good marketing from great marketing is the ability to connect every moment of attention to the final moment at the register.
Embrace Culture And Storytelling
Nobody walks into a store thinking about buying “a beverage alcohol product.” They are buying a feeling, a story, an identity that comes with it. “Consumers don’t just buy a drink; they buy into a story. Whether it is heritage, craftsmanship, or cultural relevance, beverage alcohol brands thrive when they align with moments that matter,” says Cristina Costa. Look at the brands winning right now. They have figured out how to connect with music, sports, social movements, and other cultural moments that resonate with their audience. These partnerships create something bigger than simple brand preference. “The brands that win are the ones that stay culturally relevant and authentically connect their messaging,” she explains. Authenticity is everything. Consumers can sense inauthenticity immediately, and they can tell when a brand’s attempt at cultural relevance rings false. The ones that get it right build not only recognition but genuine connection.
Measure, Learn, And Adapt
You cannot fix what you do not measure. Cristina Costa sees too many campaigns judged on metrics that look impressive in presentations but fail to deliver real business results. “Too often, campaigns are judged by impressions or reach, but the real winners track incremental sales, engagement quality, and long-term loyalty,” she explains. The beverage alcohol category is unforgiving. Regulations are tight, competition is fierce, and consumer preferences shift faster than many brands can adapt. The ability to analyze real data and pivot quickly is what separates the leaders from everyone else struggling to keep pace.
Costa’s approach centers on four fundamentals: understand your consumer and stay ready to adapt, connect every step from awareness to purchase, tell stories that carry meaning, and measure what truly impacts the business. “The adult beverage industry is full of opportunity, but success requires a blend of art and science. If we commit to both, we can build brands that not only sell but truly resonate,” she says. The opportunity is real, and so is the challenge. Brands must balance creativity with data, stay authentic while being strategic, and find ways to innovate within tight regulatory limits. Getting that balance right is what creates lasting success.
Connect with Cristina Costa on LinkedIn to explore how data, storytelling, and authenticity are redefining beverage marketing today.
