"Alco­hol has long been embed­ded in Amer­i­can cul­ture, from the bar to the home to the brew pub and beyond, reports Nielsen. When we think about how and where Amer­i­ca will drink in the com­ing years, we need to con­sid­er today’s on-the-go, frag­ment­ed con­sumer land­scape. The bedrock of trav­el stay is the hotel, where oppor­tu­ni­ties remain to up the ante in the alco­hol indus­try."