Sometimes innovation is iterative, other times you end up with things that defy easy aisle-categorization. And that's where the path to purchase strategy gets interesting.

That's the case for Drinkworks, which lets you to make cocktails in the comfort of your own home - with the push of a button! Of course, with a new product category (spirits on demand) come new shopper marketing challenges. Drinkworks, a joint venture of Keurig and ABI, and Mosaic will share how they brought Drinkworks to life and successfully created demand for this new product.

Featuring:

Charles Brouillet
Senior Director
Drinkworks

Matthew Diamond
EVP
Mosaic