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Although automation has altered staffing needs for beverage operations, it has not eliminated the challenges that beverage manufacturers and distributors need to address.

Recently, a robust research effort was initiated to answer questions posed at a technical conference: “what does going digital mean?” and “what do you mean by digital?” The variety of answers received was interesting because they demonstrated different interpretations of the questions, as well as a real understanding of the term “digital.”

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?