What’s Actually Selling Out There On The Streets And In The Stores
By John Henry
I hope we can all raise a toast that the worst is behind us. The last year and a half has served the whole wine and spirits industry a Suffering Cocktail with an ROI twist.
Value to coast ratio is now king. Look no further than Svedka, up over forty percent the past two years. Consistency is the queen. And craft beer has played the merry court jester, all the way to the king’s bank. Any upscale brand smart enough to stay the course during this turbulent storm in the spirits business, and even invest more in brand loyalty and support without slashing, dashing or trashing prices, will emerge a new monarch at the point of purchase when the cocktail sun shines again. Think Jameson’s, not the Grey Goose. But what of the emerging brands? The proof is off-premise where today’s real brands are being built, not on the bottle service list at places like 1OAK.
Since I visit about twenty liquor stores a week, and touch about fifty retail outlets, tri-state, I figured it is time to assess who is breaking through in the market sales headwinds we all face daily.
There are three brands I see with particular traction and buzz. My tests are such, across the board: How close is a brand to the store cash register? Which brands have the displays and POS closest to the door? Does this brand a hit a sweet spot price point? And, who has the floor stacks and pricing amongst the top selling brands?
The brands best passing muster are Nuvo, Skinny Girl Margarita and ChocoVine. Not exactly the stuff of Rob Cooper St. Germain shooting star legend or of the ultra boutique Haus Alpenz portfolio buzz. But Continue Reading…