After so many, many years chronicling the
beverage retailing arena, I still find it hard
to think of a theme for my column each issue.
After all these years, I worry that I’ve written
about every conceivable aspect of the business,
praising, damning and everything in between.
I’ve covered in-store displays. I’ve debated
front door or back door. I’ve discussed seasons
to sell and reasons to buy.
Here are some phrases you’ve probably seen
me write before:
“Creativity, or lack thereof.”
“There can never be too much innovation.”
“My beloved Yankees.”
“Drive business.”
“The consumer seeks new, exciting and different.”
I’ve written the words “functionality,” “efficacy,”
and “healthful” till my hands have shaken.
Why? Because I believe those three words describe
the right direction for marketers and
retailers to take. After all, we shouldn’t reflect
society; we should take the lead in shaping it.
My track record of prognosticating trends,
categories and acquisitions is pretty good,
although there are some things I have yet to
live down.
To wit: 14 years ago, I pondered why consumers
would pay for bottled water when they
could get it out of their taps.
More recently, I wrote that the energy drink
category doesn’t have legs, and would go the way
of Ice and Dry beers.
Oh well, can’t be perfect.
Prodding retailers to action has always been a
favorite theme.
I can never state enough that it is imperative
to look for innovation: create a new product
strategy and give the brands time to grow.
The frequency with which I’ve advised retailers
to re-visit their shelf sets far outnumbers the
amount of times they should actually do it, of
course. But you should still do it a lot.
And how many times have I said the following?
“True partnership between retailer and marketer
is the key to success.”
“Don’t be greedy.”
“Don’t let the big guys bully you.”
I’ve opined that attendance at industry events
is a must, along with reading the magazines,
Web sites and newsletters that give the insights
that make your job easier.
In other words, I could go on and on about
the themes I’ve covered over the years. I still
think most of them ring true today.
So consider the theme of this column “Barry
in Review.” Judging by the lack of space remaining
on the page, it appears that it’s done. That
was easy. Anyone got an idea for next month?