Commissioner Shauna Helfert, Dr. Sam Monismith and Dr. Bill Kerr discussed the blurring of alcohol definitions in a panel session.
beer and wine is very different and changing it could be very advantageous.
The conversation quickly turned to the process of listing and delisting products and whether smaller companies have a chance to compete in the control states.
“As a monopoly we believe we should list every- thing,” Stapleton said. “But we have many products that site in the warehouse so we need to be careful.” Teasdale said that the important factor is the win- dow between listing and delisting, since companies spend so much money on ads and promotions to build
brands. “We have a development process, so our chal- lenge is looking at the opportunity to create value if the window is open longer,” he said
Bellini agreed. “New products are the lifeblood of
the industry,” he said. “It’s a pain in the neck for admin- istrators, IT and store managers, but we have to find a way to come to grips with it.” He also said in the control sates, smaller brands have a better chance to succeed than in open states. “There’s not a more level playing field overall, but the starting gate is more level,” he said. “After that it’s all about investing in the brand.” Newlands agrees. “The opportunities for smaller brands in the control states keeps big brands on their toes,” he said. “I feel if someone has a great idea they should have at it, since that’s what free enterprise is all about.” Teasdale also believes the market will sort out the competition between brands. “At the end of the day, small or big companies, it’s brands that win,” he said. “If there’s a great product and it’s well-promoted, people will buy it.”
Bellini summed up the recent surge in line exten- sions and new products by citing a different part of the drinks industry. “The transition in the soda business with consumers seeking different flavors and variations can lead to an infinite number of products,” he said. “That’s moving over to our business now.”
The Lines are Blurring C
Chairman Gwadosky and Johnnie Meehl, Maine’s Manager of Liquor Operations, enjoyed a reception at the conference.
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ommissioner Shaun a Helfert of Montana led a panel discussion about the blurring of alcohol defi- nitions, caused by “the proliferation of new products that don’t fit our traditional alcohol definitions,” she said.
StateWays s www.stateways.com s July/August 2011
