One of the keys to success can be as simple as: “location, location, location.” For developers of new beverages, the phrase is not as cliché as it sounds. Not only are consumers shopping across more channels than ever, retailers are offering more spaces for beverages, too.
For some beverage companies, retail placement is an integral issue to consider during product development. When Living Essentials was creating its 5-Hour Energy shot, the company realized the challenges of the beverage space, Manoj Bhargava, founder and chief executive officer of the company, explained in last month’s Beverage Industry cover story.