Channel Strategies

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When it came to shopping this past year, many consumers prioritized one-stop shopping and cost savings as they dealt with the complexities of the pandemic. These priorities aided the warehouse clubs and supercenters channel as more consumers stockpiled goods and dealt with reduced shopping options.

The foodservice channel experienced unprecedented sales declines this past year, with beverage sales underperforming in the channel. Yet, experts forecast beverage will be the great differentiator in its rebuild.

For the U.S. on-premise market, the pandemic last year was the equivalent to a season-ending injury as it forced many operations to shut their doors. Although it has been a difficult 15 months for the channel, beverage-makers are stepping up to support the on-premise community as it looks to rebuild.

When it comes to eCommerce, consumers continue to index increased usage. As eCommerce’s influence grows, beverage-makers and wholesalers also are seeing the benefits direct-to-consumer and digital ecosystems can offer.

Pepsi Bottling Ventures, through its Jimmy V vending machines, raised more than $180,000 for cancer research in 2020.

In Sovos ShipCompliant and the Brewers Association’s first-ever “Direct-to-Consumer Beer Shipping” report, 84% of regular craft beer drinks want to be able to legally purchase beer via DTC shipping to their homes. Currently, interstate DTC shipping is only legal in 13 states.

With the pandemic hampering the tourism market, craft beverage alcohol purveyors had to get creative to engage with consumers. Harvest Hosts is aiming to connect American RVers with hosts among its 868 winery, distillery and brewery partners.

Chicago-based Technomic has released the beverage category sizing report exploring how COVID-19 impacted foodservice beverages. This report is a deliverable of the Away-From-Home Beverage Navigator program, which offers a comprehensive assessment of both hot and cold beverage categories, including market sizing, historical tracking, predicted growth, consumer insights, operator responses, major trends and market dynamics.

Vinloq, part of Boston Wine Devices LLC, is a slow decanting and wine preservation system that enables business and consumers to experience the diverse tasting notes from one bottle of wine to the next. 

To drive up basket rings in-store, merchandisers are creating point of sale (POS) and point of purchase (POP) displays. In-store success relies a number of factors including location of the display, uniqueness, and the ability to link to QR codes to win cash and prizes.