With choices ranging from beer, to wine, to liquor, and back again, consumers are afforded bottomless options when it comes to their purchase of alcoholic products. To help marketers better understand these shoppers, we present our In the Buyer's Head episode series, where we answer the question: "Why do people shop where they shop?" In this episode, we'll discuss where shoppers are buying beer, wine and spirits, how they discover new alcohol brands and products, the impact of Amazon, and how alcohol brands can improve their digital shopping experiences.

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