Everyone in beverage alcohol has a theory about how shoppers buy, but very few have the data to prove it.

Today, Pour Now launched Insights, a new series where cofounder and COO Paul Mabray shares what two decades in the category, and a platform now working with nearly 500 brands, have taught the team about how alcohol shoppers actually move from wanting a bottle to buying one. It is a plain look at what works, what quietly breaks on the way to checkout, and what the data says about fixing it.

The opening pieces take direct aim at tools the industry has leaned on for years. "We Brought Receipts" lays out the measurable path to purchase the category has been missing, backed by real sales results instead of a vision deck. "The map is a dead end" argues that the store-locator map, after a decade and a fortune spent on it, is one of the worst-converting tools in alcohol commerce for all but a sliver of the market.

The throughline is the shopper. Where do they lose the thread between discovery and purchase? Why does intent leak out before it becomes a sale? And what does it take to convert that intent in the moment it exists, compliantly, without undercutting the retailers brands depend on?

New pieces will publish over the coming weeks, each grounded in what Pour Now sees across almost 30,000 integrated retailers and the shoppers moving through them. If you build, market, or sell wine and spirits, it is worth the read.

Read the series at launch.pour.now/insights.