MAXIMIZING EVERY MOMENT OF P2P LIVE & EXPO
At this year’s P2P Live & Expo 2025, Inmar Intelligence showed what it means to make every moment and connection count. From our Headshot Lounge, where attendees refreshed their professional image, to our participation in meaningful industry BevAlc Commerce Initiative (BACi) conversations shaping the future of commerce, and celebrating our award winning colleagues, our presence was designed to help attendees maximize their time and take away insights they could put into action.
BALANCING SHORT- AND LONG-TERM GROWTH
One of the most impactful moments from P2P Live & Expo was the mainstage session “Balancing Short-Term Wins with Long-Term Brand Growth,” featuring Ross Bennett, Director of Digital Marketing for Phusion Brands, in conversation with Cristina Costa, Head of Adult Beverage at Inmar Intelligence. Together, they explored a challenge many marketers are facing: how to deliver the short-term performance results leaders expect today, while still investing in the brand strength needed for tomorrow.
When the Economy Tightens, Strategy Must Sharpen
Cristina opened the session by acknowledging a shared industry reality: when the economy softens and sales growth slows, marketing budgets are often the first to be reduced. And the dollars that remain face intense pressure to show immediate ROI. That pressure naturally pushes teams toward performance media — tactics that deliver quick wins but can unintentionally deprioritize the long-term consistency required to build long lasting brand awareness and enduring relevance.
Ross agreed, noting that performance media has become especially appealing in alcoholic beverage marketing because it provides clarity and measurable outcomes that weren’t always available through traditional channels. But the risk, he underscored, is relying too heavily on short-term conversion at the expense of long-term brand equity. The goal is balance — ensuring each campaign ladders up to a broader growth story.
Measurement That Moves the Needle
A theme woven throughout the session was intent: the idea that behaviors like click-throughs, content exploration, and flavor curiosity often signal momentum before a purchase ever occurs.
Ross highlighted this in the context of recent campaigns, where strong CTRs and high engagement showed that shoppers were actively exploring — discovering new flavors, learning about the brand, and spending meaningful time with content. These signals, he explained, are often the earliest indicators of brewing loyalty and future conversion.
Building for What’s Next
Cristina and Ross also discussed the shifting dynamics of the adult beverage category: declining overall volumes, more competition, and consumers whose habits are increasingly fluid. As Ross shared, younger drinkers may enjoy a high-ABV flavored malt beverage one night, then switch to a low-ABV or non-alc option the next. That fluidity means brands must be more precise about who they reach and when.
To adapt, Phusion Brands and Inmar are working together to lean into occasion-based marketing — understanding the real-world moments that drive purchase decisions, from after-work drinks to weekend pregames to daytime social gatherings. This approach helps established brands stay relevant while creating new pathways for emerging audiences to discover them.
Cristina closed the discussion with three principles for navigating the balance between near-term performance and long-term growth:
- Know your core audience. They are the foundation of brand health.
- Never stop testing new audiences and occasions. It’s how brands stay relevant and expand their base.
- Work with partners who can connect the full journey. Holistic planning ensures every activation — awareness, engagement, and conversion — contributes to measurable impact and scalable growth.
LOOKING AHEAD
Across every touchpoint at P2P Live — whether offering attendees a refreshed headshot or reshaping how the industry thinks about growth — Inmar Intelligence reinforced our commitment to helping brands and retailers turn insights into impact.
If you missed our session or didn’t have a chance to connect onsite, explore our latest Future of Adult Beverage Marketing Report to see how we’re helping brands find balance between performance and purpose.
Fill out the form to discuss balancing short- and long-term growth for your business.