Beverage Dynamics

Beverage Dynamics Nov-Dec 2014

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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FYI NEWS, NOTES & TRENDS 6 Beverage Dynamics • November/December 2014 www.beveragedynamics.com NBWA ANNOUNCES BOARD OFFICERS Maryland beer distributor Eric Best, general manager and partner of Bob Hall LLC, will lead the NBWA's efforts on behalf of America's 3,300 licensed, independent beer distributors. Other offi cers of the Board of Directors include: • Vice Chairman Travis Markstein, President of Markstein Beverage Co. in San Marcos, California • Treasurer Paul Bertucci, Executive vice president of F.E.B. Distributing Company, Inc. in Gulfport and Capital City Beverages, Inc. in Jackson, Mississippi • Secretary Michael Bamonti, President & general manager of J. J. Taylor Distributing Minnesota, Inc. in Minneapolis, Minnesota • Immediate Past Chairman Greg LaMantia, Member/manager of L & F Distributors, LLC in Texas and New Mexico BUSINESS BRIEFS GROWTH BRAND BEER WINNERS AT NBWA CONVENTION DISPLAYING THE MERCHANDISE Customers walking into a store that carries beverage alcohol are often faced with overwhelming selection. The selection of products on display acts as a natural narrowing of choices, greatly infl uencing buying patterns. But which types of alcohol, and how many cases of each, to put on display varies among different types of retail establishments. The chart on the opposite page came from the most recent Promotrac data, a quarterly stocking study that provides competitive merchandising information within chain and independent retail outlets across 25 metro markets. The study has been conducted for over 25 years and includes a panel of 900 retail locations four times per year. Metrics reported include incidence of brand-level display, product size promoted, number of cases in display, price on display, location of display and presence of manufacturer POS. First we looked at the share of cases on display for beer, wine and spirits at each retail channel. Wine commands a disproportionate share of the display space in each store type, though that difference is less pronounced in liquor stores than in drug or grocery retailers. Liquor stores command the largest share of spirits, while grocery stores skew more toward beer than the other two channels. However, all three channels are displaying more wine than the other two categories (between 45 and 50 percent). In this particular study, 44 drug stores, 145 grocery stores and 361 liquor stores were found to have product on display. Of those 550 total outlets, 502 displayed spirits, 485 displayed beer and 493 displayed wine. The average number of cases displayed within a location varied greatly (18.5 spirits, 12.4 beer, 27.3 wine). Looking at the category share in stores found to have product on display, wine is the most prevalent alcohol category found in drug stores, beer is most common in grocery stores and spirits found most often in liquor stores. Overall in stores with displays, all three Jake Leinenkugel, President, The Jacob Leinenkugel Brewing Company, Tom Cardella, President of Tenth and Blake, Amy Collins and David Kroll, Vice President of Innovation, MillerCoors Peter Coors, Chairman, Miller- Coors and Bruce Kostic Amy Collins, Raymond Faust, Chief Sales Offi cer, Heineken USA Incorporated and Debbie Rittenberg Carlos Alvarez, Chairman and Chief Executive Offi cer of The Gambrinus Company PHOTOS BY B.H. KOSTIC

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