NABCA Explores Generative Ai In The Alcohol Marketplace
IT Experts from Brown Forman and Gallo share their insights
FOR IMMEDIATE RELEASE
ARLINGTON, VA (April 23, 2025) – The beverage alcohol landscape is rapidly evolving, not only because of changing commerce and policy practices, but also because of widespread generative artificial intelligence (AI) applications that have infiltrated businesses.
The National Alcohol Beverage Control Association (NABCA) in its second article exploring AI collaborated with supplier members Brown-Forman and Gallo, to produce an article that looks at Generative AI’s expansive opportunities and cautionary tales in, The Generative AI Innovation Revolution in Beverage Alcohol Part 1.
Interviewed were Amit Parulekar, Director Global Advanced Analytics & AI Strategy, Brown-Forman, and Gabriel Sanchez, Director of Innovation and Artificial Intelligence, and Chad Rich, Vice President, IT, at Gallo. Mr. Parulekar presented during NABCA’s 30th Annual Administrator’s Conference, in Missoula, Montana, in October.
Part 1 delves into the impact of Generative AI looking at available tools, strategies, the adoption of AI in the beverage alcohol space, the pitfalls of AI, ethics and other considerations. Part 2 will take a future look at Generative AI in beverage alcohol.
The first article, AI in The Beverage Alcohol Marketplace – Simply the Basics set the tone for what AI is and explored its nuance in beverage alcohol including its value, benefits, potential uses, areas of growth and challenges. It also outlined considerations when choosing AI tools, the people need on the AI development team and general tips for embracing AI.
Click the respective links for information about NABCA, Brown Forman, and Gallo.
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Contact:
Margaret Barchine, APR
703-578-5515—Office
About NABCA:
Established in 1938, NABCA is the national association representing the Control State Systems - those jurisdictions that directly control the distribution and sale of beverage alcohol within their borders. Headquartered in Arlington, VA, NABCA’s mission is to support and sustain members in their efforts to protect public health and safety and ensure responsible and efficient systems for beverage alcohol distribution and sales.
About Brown-Forman:
Brown-Forman Corporation has been building exceptional spirits brands for more than 150 years, responsibly upholding our founding promise of “Nothing Better in the Market.” Our portfolio of premium brands includes the Jack Daniel’s Family of Brands, Woodford Reserve, Herradura, el Jimador, Korbel, New Mix, Old Forester, The Glendronach, Glenglassaugh, Benriach, Diplomático Rum, Chambord, Gin Mare, Fords Gin, Slane, and Coopers’ Craft. With a team of approximately 5,400 employees worldwide, we proudly share our passion for premium beverages in more than 170 countries. Discover more about us at brown-forman.com and stay connected through LinkedIn, Instagram, and X.
About Gallo:
Founded in 1933 by brothers Ernest and Julio Gallo, GALLO is a family-owned company and global leader in wine, spirits, malt beverages, and RTDs. With a goal of serving joy in moments that matter, GALLO is deeply committed to sustainability and providing the highest quality products for every occasion. GALLO’s entire portfolio is featured here: https://www.gallo.com/portfolio/