Breaking Through: How to Get New Brands into Retail Channels
Every beverage entrepreneur’s dream is walking into a store to see their product on shelves and flying out the door in customers’ shopping carts. However, a lot goes into getting that product onto those shelves – work that starts before the beverage company even contacts the store in the first place.
It Starts With Brand Creation - For those who think that breaking into retail begins after the product has been designed, produced, and is ready to go: stop and rewind. Getting a product into stores actually, begins at the very beginning of the product creation process.
Know the Retailers - One item that can’t be emphasized enough is that before the first phone call is made or e-mail gets sent, beverage entrepreneurs must do their homework in regards to the stores in which they’d like to secure shelf space. The first question to ask? “Where would I like my product to be?” It’s not enough to say, “In Trader Joe’s!” or “Flying out the doors of Costco, of course!” Specifically, where within Trader Joe’s or Costco does a company envision their product being placed?
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