By Kara Chavez, Retailer Specialist at Noroc Naturals, Owner at Concept To Shelf Consulting, former Global Principal Category Manager at Whole Foods
Landing shelf space at a major retailer isn’t just a milestone, it’s a turning point for most beverage alcohol brands. Yet the path isn’t always straightforward and can be completely different with every launch. Retail buyers and Category Managers are not only working to get new products on the shelf but also focused on overall strategies, inventory, innovation, and ongoing maintenance in their categories. Not to mention the ongoing communication and partnerships between retail operations, suppliers, distribution, and various other teams. There is a lot on their plate. But the brands that win placements share a common thread: they do the work long before they walk into a buyer meeting or submit new items.
Successful brands understand their product. From the packaging to the design of the label, the story behind the product, and down to every last ingredient. They understand the consumers and what else they are currently buying. They know the distribution system and how to submit promotions. And not to mention, they probably have a great number of insights, data, and statistics ready to go at any given conversation. But do they understand the retailer’s perspective?
It’s not necessarily the most innovative, flashiest, or out-of-the-box viral products that make it automatically; it’s the brands that show up prepared.
Know the Consumer and the Retailer
Every major retailer has their consumer. Yes, consumers cross-shop at other retailers and sometimes into different channels, but when pitching the brand, brands will want to connect to that particular retailer and talk the same language. Research their demographics. There are many different consumer segments, from value shoppers to different age groups. Find out who they are and how the brand or product will be the right one for them when making the pitch.
But maybe even more importantly, understand and know the retailer. Do the homework. Find out their culture, history, and any backstory on their banner. Find out what their mission statement is and what their value propositions are. And then keep digging. Go to the stores, look at the aisles. Check out other categories in the store. Look at the shelf the brand or product is being pitched for. Is it full? What might need to go? Are brands currently priced right to compete?
The hardest part about understanding the retailer’s strategy is that strategy changes a lot for retailers, and sometimes down to the category and subcategory levels. The homework done in-store or online will be significant when brands reach the pitch. Ask the employees what they are seeing in the category, such as new items, trends, or even discontinuities. People would be so surprised by what a 2-minute in-store conversation can help them see. Brands will put a lot of pieces together to connect to an overall strategy. Once brands get in conversation with the retailer for the pitch, they can always ask what the retailer is focused on and what their strategy is for the year to kick off the conversation. It’s actually a great opener!
Build Before The Pitch
There is nothing more exciting than launching a new brand or item. It’s an art and a science that takes a lot of time, money, and effort. Brands should be proud of their concepts. However, the substance behind it all is worth the extra energy. Build out those concepts in X, Y, and Z retailers before talking to them. Before walking into that meeting, brands should be able to answer these without hesitating: How many stores do they have? What is the projected velocity in sales and units? Is a product a basket builder or a consumer driver? Do brands need to do extra promotions for the first year? Do they have an exclusive offer? Do they have a well-thought-out demo schedule? One of the most underrated ways to build that foundation is getting the product directly in front of consumers and getting their in-the-moment feedback.
Getting the framework set up as if a brand is already launched in the retailer being pitched to will not only get the brand prepared, it will boost confidence when pitching the brand.
Logistics, Logistics, Logistics!
Distribution can be daunting, especially just getting set up. But distributors can often be found to be extremely helpful. They know the brands and multiple retailers. They are full of fantastic insights and have always been available. Brands should not be shy to connect with them before any launches, even if it’s just for exploration. But when it comes time to get set up, be prepared. Get all the answers ready for the entire supply chain before talking to the retailer. It’s OK if a brand doesn’t have an anchor just yet, or needs to enter a new distributor once the product launches. They will help brands along the way.
For a craft beer or RTD cocktail brand launching in a regional grocery chain, this is especially real: distributor territory agreements, chain approval processes, and warehouse set-up timelines can easily add six to eight weeks before a single case hits a shelf. Building that runway into the plan from the start is what keeps a launch on track.
Connect with Brokers and Merchandisers Strategically
Here’s a mistake brands make more often than they’d like to admit: they spend months perfecting the product, nailing the pitch, and landing the placement, and then scramble to figure out who’s actually going to execute. By the time the retailer wants to bring in the brand or product, it could be too late to interview brokers and merchandisers. The team has to be ready before the opportunity arises. Think of it this way, brands need someone who knows the four walls of the brand and someone who knows the internal wiring of the retailer.
There are many options for brokers, fractional partners, and merchandisers, so brands should make sure they are familiar with what they offer and what their pricing is. They are not all created equal. When evaluating the options, ask, “What does success look like and how is it measured?”
One area where this support is especially valuable is paperwork. Before a single product hits a shelf, there is a significant amount of documentation that needs to be completed, submitted, and verified correctly. New item forms, compliance paperwork, vendor agreements, promotional submissions — the list is longer than most brands expect. Incomplete or incorrectly filed paperwork could result in fines and delayed launches. Having experienced teams in place before the initial meeting is one of the smartest investments a brand can make.
Build The Brand Holistically
Retailers aren’t buying the product. They are buying into a brand. The brands that build the most durable retail presences tend to have genuine communities around them; people who feel like they’re part of something, not just buying something. That loyalty comes from showing up, delivering on promise, and giving the customer and retailer something to believe in. Community doesn’t just scale through advertising; it scales through authenticity. And brands shouldn’t get frustrated if they get a swing and a miss at a pitch. Some of the most successful brands grew at smaller, independent retailers or a small regional chain that was willing to take a chance on something new. That’s where a brand learns what resonates with real shoppers and their communities.
Getting on the shelf is one thing. Staying there is another. The brands that build lasting retail relationships are the ones that treat every step as an investment in something bigger than a single placement. They show up with preparation, they show up with authenticity, and they show up for their retail partners the same way they show up for the customers. That’s what turns a shelf spot into a brand story.