Beer Buyers Tell All: The Secrets to Selling More Beer in 2022
Dec. 1, 2021 at 1:25 PM
Mary Guiver, Whole Foods global senior category merchant for beer and spirits, and Jason Murphy, Buffalo Wild Wings beverage product and program innovation manager, joined together on stage for the first time at Brewbound Live in Santa Monica, California, earlier this month to discuss what they’re looking for from suppliers in 2022. "We've really concentrated the amount of time that we meet face-to-face or on Zoom with our suppliers – we're talking like 20 minute meetings at this point,” Guiver said. “So they have to really focus in on the high-level takeaways around what makes their product special, whether that's metrics around top performing items or brands in the market in their category, or trends, or capturing share of a category. Those have been historically things that we asked for. If not that, then really showing up with some whitespace items that are really unique." Both retail partners predict the continued popularity of beyond beer beverages next year, including hard tea, hard kombucha, and ready-to-drink (RTD) cocktails next year, as well as beers pulling fruit-forward flavor inspiration from the fourth category, and non-alcoholic adult beverage options.
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