Suppliers need to prioritize retaining display, floor, promotional, and feature space in addition to shelf space. Beer brands face increasing display losses due to competition from both within and outside the alcohol category, including non-alcohol beverages. Supplier alignment with wholesaler and retailer partners is essential to safeguard this space. Current market trends suggest stagnant performance for beer and malt products, with consumers showing reduced frequency in consumption. Individual winners exist, but the overall consumer trend is shifting away from traditional beer consumption.
"That's what really multiplies anything that you have on the shelf," Krueger said, emphasizing the significance of retaining display and promotional space.
Krueger noted that beer brands face display losses not only from their category competitors but also from non-alcoholic beverages and other mega alcohol categories.
Williams stressed the importance of alignment with wholesaler and retailer partners to protect vital shelf and display space, which is crucial for future success.
According to Williams, the early trends of 2025 indicate that while things haven’t worsened significantly, there’s no noted improvement, particularly for beer and malt products.
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