Three-in-one Molson Coors' Klugman Industry insiders from the three alcohol beverage segments offered their insights on the dynamics of modern licensed beverage market, a topic that has drawn a great deal of attention of late. Much has been made of the fact that wine and spirits have been grabbing beer’s alcohol market share, but, noted Robert Klugman, Molson Coors Brewing Company’s global chief strategy officer, the sky is not falling. “We’re talking about evolution, we’re not talking about the apocalypse,” said Klugman, who was joined on the panel by a pair of wine and spirits pros, Diageo’s president of global marketing James Thompson and Brown-Forman’s vice president and director of business development and new products Lee Tatum. Innovation, better execution at retail and a concerted effort to gain ground in usage occasions traditionally reserved for wine and spirits were among the strategies Klugman suggested.