How retail activations can revive BWS

Across the globe, retailers and brands are reimagining Beer, Wines and Spirits (BWS) to better capture shopper attention and drive engagement. From immersive in-store experiences to smarter range strategies and innovation, there are clear opportunities for BWS to evolve and reconnect with today’s changing consumer expectations.

Why the category is struggling

The BWS category is facing structural headwinds. Younger shoppers are drinking less alcohol, with many prioritising wellbeing, moderation, and lifestyle balance. Whilst there is widespread awareness that Gen Z are drinking less, this trend is now cascading into older demographics, accelerating category decline. Shopper data consistently shows declining frequency of purchase among under-35s and an uptick in “occasion-based” rather than habitual consumption.

This shift is driven in part by the perception that BWS simply is not being innovative enough. In many markets, assortments feel static, with limited storytelling, inspiration, or experiential engagement. Without fresh ideas, the category risks becoming stale. However, the opportunity lies in reinvention. Around the world, retailers are demonstrating how to bring excitement back into BWS.

Best BWS retail activations

Edeka in Germany provides a compelling example of premiumisation done well. By integrating a seating area directly within the spirits section, the retailer transforms the shopping trip into an experience. Shoppers are encouraged to browse, dwell, and discover, elevating perception from transactional to aspirational. This kind of retail activation reframes BWS as a destination rather than a necessity.

Seasonality is another powerful lever. FairPrice Xtra in Singapore has executed full-category retail activations around Chinese New Year, using bold displays, themed merchandising, and large-scale beer and soft drink promotions. By treating the entire category as a seasonal event, the retailer creates theatre driving spend and engagement.

Low & no best-in-class execution

The rise of low and no alcohol is one of the most significant tailwinds within the category. SuperValu in Cork, Ireland has leaned into this with a dedicated “Zero Zone.” Featuring standout fixtures and a dedicated chilled beer space, the retailer clearly signals that alcohol-free is not a niche but a core segment.

Crucially, the space is elevated and easy to shop, giving it parity with traditional alcohol ranges. This approach removes stigma, increases visibility, and supports shoppers actively seeking healthier choices. As moderation becomes mainstream, this type of investment will be essential.

Learn more about this trend in our ‘How lo/no is reshaping European shelves article.

Developing cross-category function

One of the biggest untapped opportunities in BWS is integration. Too often, alcohol is siloed, disconnected from the broader meal solution. Retailers can unlock growth by embedding BWS into other categories.

This can take many forms: pairing wines with ready meals, offering cocktail recipe cards in fresh produce, or adding sommelier notes alongside premium meats. Meal deals that include alcohol options, like Tesco Finest Dine-In, can also drive BWS sales by truly integrating the category alongside other categories. By making BWS part of a solution rather than a standalone purchase, retailers increase relevance and basket size.

Innovating how shoppers access the category

Convenience-led innovation is another growth lever. REWE To Go in Germany has introduced chilled beer vending machines in airport locations, allowing travellers to access cold products instantly. This reimagines how BWS is purchased leaning into immediacy and ease.

As missions become more fragmented and time-pressured, accessibility will be key. Whether through automation, better chilled availability, or frictionless checkout, retailers must align the category with modern shopping behaviours.

Celebrating local

Local provenance remains one of the category’s strongest assets. Mega Image in Romania showcases this through an elevated wine gallery concept featuring a bar, tasting station, and extensive segmentation by Romanian wine regions. This creates a sense of discovery and pride, positioning local wines as premium and distinctive.

By celebrating local producers, retailers can differentiate their offer and build emotional connection with shoppers. This is particularly important in a category where storytelling and authenticity drive value.

Responding to health-conscious shoppers

Health and wellness trends are reshaping BWS. Shoppers are increasingly seeking products that align with balanced lifestyles, from low-calorie beers to alcohol-free alternatives with functional benefits.

Brands like Heineken have responded with innovations such as 0.0 Ultimate, a beer that delivers on taste while removing alcohol, sugar, and calories. Emerging propositions like probiotic or functional beverages further blur the lines between alcohol and wellbeing.

This trend is not temporary Gen Z are drinking less, and other generations are following. Retailers and suppliers must prioritise NPD that reflects evolving consumer expectations, ensuring the category remains relevant to a health-conscious population.

To learn more about how health priorities are developing around the world, check out our Global Health Update Report.

While BWS faces undeniable challenges, the pathway to recovery is clear. The category’s strengths, craftsmanship, heritage, and locality remain powerful assets. By combining these with innovation, elevated experiences, and health-led propositions, retailers can re-energise shoppers and get them engaged with the category.

Collaboration between suppliers and retailers will be critical in delivering standout retail activations that inspire and excite. At the same time, continued investment in NPD will future-proof the category, ensuring it evolves alongside changing shopper priorities.

Ultimately, success in BWS will come from the ability to be agile and innovate as shoppers’ priorities shift from hops to health.