Bev Route

News and Insights for Alcoholic Beverage Importers & Distributors

  • Sign Up Sign Up

Sales and Marketing

Five Secrets to Product Innovation in Retail

Innovation goes beyond creating an exciting new beverage product; it’s also necessary to get a brand into retail channels and help it succeed once it’s on shelves.


Photo for: Five Secrets to Product Innovation in Retail

Brash, bold, and fresh: beverage innovators are constantly working to create new products that will capture customers’ attention and spark their imaginations. How can they bring that innovation into retail stores – both in terms of getting their product on the shelves in the first place, as well as giving it the best chance for success once it’s there? These five secrets to product innovation in retail will help beverage entrepreneurs get a leg up as they’re looking to branch out and move into the big leagues.

1. New Products Are the Lifeblood of Retail

When people think of retail success in the beverage industry, they think of huge brands and well-known products. Beverages like Bud Light beer and Robert Mondavi wines are strongholds that drive the numbers. While this is true, in order to drive and propel growth, retailers need new products. These generate buzz, bring new customers in and create interest among longtime customers, and help those numbers grow.

In most retail chains, beverage categories are managed on a 52-week cycle. When those categories are refreshed, managers start looking for new products to test out. These category refreshes are ideal times for beverage companies to get a foot in the door with their new product. Before doing so, however, it’s important to be prepared. 

Subscriber content icon

BevRoute Subscribers Content

BevRoute subscribers, please Log In to access the complete content.

Not a member? Please Sign Up now and choose your Subscription plan.

What to read next

Making a Case for Hungarian Wines in America

For boutique importers and distributors, the ability to launch a new wine brand in the U.S. market is already challenging enough when the wine comes from a region that is familiar to American wine drinkers


How a Boutique Importer Embraced the Natural Wine Movement

Jenny Lefcourt, the founder of Jenny & François Selections talks about introducing natural wines to the New York market, shares advice on how importers can stand out in a competitive marketplace and explains why the market for natural wines has really taken off in recent years.


How Top Retailers Work

While wine and spirits retailers may differ greatly in terms of size and geographic location, there are several key factors that unite the most successful of them.


Featured Brands

Deluxe Distillery

1 Distillery - 2 Superb Products
Mary White, premium vodka
Blind Tiger, handcrafted gin

Featured Brands

Mezcal Nucano

Premium Mezcal from Mexico seeking distribution worldwide

Featured Brands

Real World Wines

A rapidly growing brand is now looking for importers and distributors in other US states