Observations, studies, research and experience in a broad variety of retail stores have generated significant, timely and technical concerns and questions. The number of brands, products and packages displayed on the store-length gondolas in the beverage section pose the first question: who created all these SKUs, and why?
Checking the marketplace, not too many beverage producers or contract packers have given much thought to answering that question. However, it is the first part of a necessary and collaborative effort and procedure executed among several functional departments in almost all beverage enterprises.