Saturday, October 06, 2007

New Products That Enhance Your Beer Portfolio

Have you seen this scenario before? A new product bursts onto the beverage scene. Wholesalers rush to get the distribution rights. Everyone makes obscene amounts of money. This happens everyday...except the getting rich overnight part, of course. It takes time, hard work, patience, and a little luck to grow rich. Nowadays, we beer wholesalers are looking for different products to enhance or profitably grow our large and ever-changing portfolios. And you know what? We love products that will help increase our drop size in all accounts. A constant increase in drop size is how you maximize profits in the wholesale business.

Beer wholesalers have sold non-beverage items for years. Matches, napkins, equipment, straws, beverage cups, etc. In fact, during the sixties when Falstaff was having major declines, our salesmen became the "cup man" instead of the "Falstaff man". There was the Bud man, the Schlitz man, and the cup man. We sold a lot of beverage cups and survived a difficult time in our company's history. So, beverage cups have a special place in my heart. I think cups are overlooked by beverage distributors. I don't think they will be overlooked anymore:

Etch-It Cups.....Have you seen them?

Etch-It has been praised by "The Big Idea" on CNBC and Rachel Ray from Food Network. Etch-It is currently offering distributors a margin of up to 30% and retailers a margin of up to 42%. The product is unique and offers consumers many benefits. Freight is included in FOB and the minimum drop is only 84 cases. The tubes of cups are also packaged in a nice shelf display piece for easy merchandising. The cups are already a top ranked item in many Liquor Store chain accounts. But, this scenario is what sold me:

On premise accounts go through many, many cups in a single night, why not switch to an Etch-It and cut down on waste. Also, there is another added benefit in the on premise...Etch-It Cups will aid shy men and women everywhere: I can here it now, "I was checking out your Etch-It cup and......". Just think, Etch-It will change the course of human history.

Wednesday, October 03, 2007

My Takeaways from the 2007 NBWA Convention

This is the beer business in a nutshell:

Anheuser-Busch knows what to do, Miller talks about what to do, Coors does what everyone else is doing, and Pabst wonders what happened.