CSP Magazine: Balancing Beverages

Lack of a ‘next big thing’ puts onus on retailers to maximize cold vault.

The challenge was defined early on: There is no “next big thing” on the horizon in the packaged-beverage category.  The solution was not as easy to pin down.

On the consultant/analyst side, the rallying cry was, “Back to the trenches!” With the core of the cold vault healthy, retailers should retrench and reinvest in selling more of the top brands and top SKUs.

But retailers weren’t buying it.

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