Eric Christianson

Shanken News Daily Impact Databank: RTDs And Tequila Resilient As Spirits Market Slows .........Tequila is another bright spot. While growth has slowed into the single-digits, agave-based spirits are expected to surpass vodka for the first time and become the industry’s largest category in dollar value terms by sometime next year. Tequila marketers are investing in innovation to keep the momentum going. Jose Cuervo, the nation’s largest-selling Tequila, recently released Devil’s Reserve, a spicy-flavored 30% abv offshoot, retailing at a suggested price of $21 a 750-ml.................... Passing Vodka????????? Thats impressive. If you arent in the tequila or mezcal game you should be. Beverage Solutions || Big Dog New York LLC can help. I think quality flavored tequilas and different expressions will be the next wave of growth within the agave category. Jose Cuervo Proximo Spirits

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Interesting take on the battle for consumers during months like Sober October and Dry January from Stephanie Cain 👇 Her commentary below with link in comments 🍻🥂🍹 The wine industry has launched an assault on #SoberOctober and non-alcoholic beverages as if the sole existence of the booze-less category is to put a hit against wine. With its new campaign, Come Over October, wine folks are declaring you should grab a glass instead of going sober, because wine brings people together. Instead, #wine should really be looking at their core messaging because that's why wine is declining. At the #ComeOverOctober kick-off party, I had a conversation with a salesperson of a wine distributor. He attempted to be ok with the evolution of wine by explaining that ready-to-drink, single-serve wine brand, BeatBox, marketed to the 21 to 25-year-old set, was crushing the market. He was all for it. While the brand has wacky flavors like blueberry lemonade wine, he felt that every wine consumer “starts somewhere.” It was promising to him because he said they would “continue their wine journey” and start “drinking real wine.” So many problems here but here is the big one: They don’t often continue the wine journey. News flash, wine people! Consumers don’t have time. We don’t desire it. We want to build connections, not spend the evening only discussing what we want to drink. We have jobs and travel and bills to pay and kids and dogs and aging parents and hell, we just want to buy a house. We have no job security. We have been hit with recession after recession. Right now, inflation is making our groceries cost some 40% more. You really think we are jumping at the time-consuming task of learning about wine? Get real. We’ll grab a #Martini. And start ranting. Which is exactly what I'm doing in today's The Mad Ones 👇 Link in comments. #health #wellness #marketing #alcohol #alcoholfree

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We discussed this on our latest episode of CPG Vibes, BIG BIG news from KeHE Distributors on 11/22, a new program dubbed 'AAP' (administrative allowance program). A flat 2 % off-invoice allowance for specific fees including New item intros, extra performance fees, MCBs, new item set up fees, and lumping fees. My quick thoughts: This is a step in the right direction for sure. UNFI implemented SSI which is a similar program to help brands budget for costs and fees associated with doing business with large national distributors. With all that said, these categories are pretty large and encompassing, so for all the other fees associated with Kehe that can chop down a brand's margin, will this program truly cover it? Likely not, but at least it covers some. What are your thoughts?

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A simple quote from Mike Tyson and one of my favorites of all time: "Everybody has a plan 'till they get punched in the mouth." It rings true in the day to day battles of business, especially in CPG. Here are some examples many CPG founders go through or ones I've personally battled: 🥴 You launch a product, did all the research for R&D, focus group testing, and reviewed the packaging thousands of times before launching, but still something went wrong either with shelf life, negative consumer/retailer feedback, or weak sales on shelf 💰 You had cash flow projections in place and expected that with X amount raised, it would last you for Y Months, but ran short of runway and were scrambling to raise more cash to keep the company going in difficult times 🤝 Formed partnerships, only disappointed to find out the partner backed out, or it wasn't the partnership you envisioned and now you are doing damage control and it's causing emotional pain to be with this person 🚛 Brought on a distributor thinking they would push the brand and it would be an estimated cost, but they didn't do their job, and the costs ended up sky-rocketing from chargebacks, thus losing money on every unit 😲You release a great product, and then a competitor comes up with a version of yours that is a lower price point and they have all the marketing dollars in the world to out-compete you. I can go on and on, but in this business, like any business, you have intentions when you go into it, and many times, it doesn't turn out the way you envisioned. What's your story of getting punched in the mouth?

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“Growing a CPG company, especially in the food and beverage space, ‘is astronomically harder today,’. ” Paul Voge you said it, man. So many truth bombs dropped in this article about the challenges and difficulties growing and scaling a CPG brand in today’s world. The cruel reality is that it takes a whole lot of money or a whole lot of time (and most times both) along with a fair amount of luck to have a chance at making it. If you dont have a ton of money then you better have a ton of time, some good fortune, and a product that can withstand many changes of the seasons (and "trends"). For most emerging brands today its all about survival and just finding a way.  There are lots of traps out there– lots of shiny objects– lots of vanity metrics hoping to be noticed and cared about–but at the end of the day sometimes its just about living to see another one. Here’s to all you day-to-dayers and week-to-weekers out there that are all just finding a way. Keep finding it.

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GOT SCORES? (Updated with link to PDF of full document): https://lnkd.in/enBx4WX6 Here's this year's post of all the information you need to enter wine and spirits into the competitions that matter in the U.S. market. The first question suppliers, importers, retailers will often ask is "Got Scores?" And there's only one answer to that question. Because if you say "No" the conversation can stop right there. So the procedure I recommend is for my clients to enter the competitions that make sense for your brands and hype the results that matter to the market (90+ scores, Gold/Double Gold etc.) and ignore the rest. The competitions listed here are the ones that are most recognized by the trade. And I've presented them with a key column identifying whether they accept not-currently-imported brands. Since many of my clients are just starting their U.S. market entry. That's because you'll need scores before you can even start conversations. If you can't access the link to the Excel sheet, connect with me on LinkedIn or email me a request at [email protected] and I'll send the file directly to you. Best to all for a successful O/N/D and fiscal 2025 Steve

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In recent years the beverage industry has witnessed a remarkable shift driven by the preferences of younger consumers. Two emerging trends, non-alcoholic spirits, and boba, have captured the attention of younger folks and are experiencing significant growth as a result. According to the article, one-third of consumers ages 18 to 24 abstain from alcohol altogether. This shift in drinking habits has paved the way for the emergence of non-alcoholic drinking options, providing consumers with sophisticated and flavorful alternatives to traditional alcoholic beverages. #DrinkingTrends #YoungConsumers #Boba #NonAlcoholicSpirits

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Over a Billion dollars in creator-led CPG brands? Easily and growing! Check out the VidMart store of creator-led CPG brands at VidSummit 2024 in Dallas, Texas. Proud to see MATADOR ENERGY and Danny Duncan featured prominently among the many other Night Ventures brands emerging in CPG categories from food and beverages to health and beauty.   The team at Spacestation Integrations (Travis McBride, Sean Holladay, Shaun McBride) and YouTube (great to connect Jason Cosgrove), have created a truly immersive and supportive event for creators. Over 3,000 attendees (mostly creators) converging to share best practices, connect with mentors and peers, and share in the journey. It is a creator ‘safe space’ to work through the challenging profession of being a creator. I don’t think most consumers of social media truly understand the hard work and intense discipline required to become a professional creator. I certainly didn’t! But now with an inside view of what Danny, his business partner Stefan Toler, and other creators I’ve met through Danny (shout out MMG), I can tell you this is a dynamic and challenging profession, requiring constant creativity, always-on work ethic, and an intuitive radar for trend spotting and social movements. This is not a 40-hours a week profession! Be sure to follow Jon Youshaei (contributor to Forbes) who does an amazing job covering the creator-led media evolution. It is evolving quickly. One more note: I’m still dizzy with anxiety/curiosity/excitement from Tom Bilyeu’s speech on AI’s impact on social engagement and creator’s (or AI virtual creator’s) eventual hyper-personalized relationships with followers. #creatoreconomy #youtube #socialmedia #brands #socialmediamarketing #cpg #emergingbrands

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Year after year I’m impressed with the number of innovative, new beverage brands that enter the market. As always, #BevNet provides an amazing opportunity for these brands to be seen, to learn, and to network. There were so many takeaways, but here are three to share from this year’s conference: 1. If you’ve been waiting for the #Hemp-#THC infused beverage category to take off, it’s here. We saw lots of great new brands and very impressive data on sales volume and consumer demand. 2. Interesting advice from Whole Foods Market: It’s no longer enough to just present a great brand. You need a great brand with a strategic plan for success. 3. With #NIL there’s a growing opportunity to use student athletes as influencers and brand endorsers. If you’re looking to reach GenZ this is a great way to go. Thanks again to the team at #Bevnet for making every show invaluable. #beverageindustry #entrepreneur #innovation #kickstartflorida SAS Sales and Marketing

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Taste the Evolution: Cajun Steamer’s Fresh Take on Deep South Flavors Cajun Steamer’s new menu update is a perfect example of how even iconic cuisines like Cajun/Creole need to evolve to stay relevant. 🍤 While deeply rooted in tradition, this subtle revamp shows how paying attention to trends can keep a brand fresh and engaging for today’s consumers. It's not about abandoning heritage, but about finding the right balance between authenticity and innovation. And in case you were not aware, the 2025 World Soccer Championships are being held in the USA. There are 12 host cities and 6 of them are in the South.🎣🔥 #CulinaryTides #SuzyBadaracco #FlavorInnovation #CajunCuisine #TrendSpotting #DeepSouthDelights Read the full article here: https://lnkd.in/ecFncMTD

Hey Network: "There is no silver bullet to guarantee product adoption in the marketplace. However, businesses can implement strategies before launch to improve market readiness and increase the likelihood of securing a place in consumers' weekly dinners." If product adoption is something that your company struggles with, please listen to this episode CPG Launch Leaders featuring TPG's own Eleni Shipp and reach out to Eleni or I so that we can share strategies that can help you secure your place in the weekly dinner rotation. #food #CPG #newitems #newitemlaunch #ecommerce

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Millennials make purchasing decisions that reflect their ethical beliefs and budget constraints. Brands can cater to Millennials' ethical and budget preferences by offering functional foods and multi-benefit products. These products not only resonate with the health and wellness values of Millennials but also provide significant additional value, making them highly appealing to this cost-conscious demographic. As Millennials seek products that align with their values without breaking the bank, there’s a unique opportunity for innovation in the functional food sector. Understanding this shift is key to meeting their expectations. Read more about this consumer group here: https://bit.ly/3VCHrDQ FoodNavigator USA Ryan Daily #valueshoppers #consciousconsumers #functionalfoods

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UNFI just reported a surprisingly good Q3. Everyone in our industry should be celebrating. Their earnings call outlined how their larger Natural/Organic/Specialty accounts (WFM/TFM/GFH) are performing well. It’s a good thing, that these accounts are continuing to perform well and showing consumer resilience against persistently high pricing. This opens more innovation into more doors, and allows for the transfer of market share from Big CPG to emerging brands. It’s also a good thing their simplified fee structure (SSA) is paying off and producing more sustainable EBITDA rates for them because the stability of their supply chain network is important for retailers. There’s a nascent cottage industry built around helping small brands navigate UNFI’s “deduction” process. It’s important to understand that this 7% “Inside Income” forms the basis of their core profitability model. Nobody is going to “outsmart” or “outhustle” that 7% model long-term. Every brand signs the Policies and Procedures document and the details are all in the minutiae there. It’s important to understand that UNFI does not make its profits selling product…they earn more than 100% of their EBITDA by BUYING product. Their fees aren’t “predatory” they are just optimized for mature, larger brands who make up more than 80% of their sales. If you want a simplified no deduction model, and you don’t want to have to patchwork together 5-10 smaller distributors to reach national scale, you should work with us instead. We only make money when we sell product and we only work with emerging, growth brands. ALL of our fees are posted on our website, and we explain them to every brand that onboards with us in a 30 minute call. We can onboard you by the end of the day today if you want. Otherwise, UNFI is a very competent incumbent, and they are here to stay. Pod Foods #innovation #unfi #grocery

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Rubix Foods has its finger on the pulse of the hottest flavor trends and brings those trends to life for roughly 70% of the top QSR and FSR restaurant brands in the nation. On the newest episode of Forktales, we’re joined by Shannon O'Shields, VP of marketing for Rubix Foods, for a sneak peek at how the company helps restaurants stay one bite ahead of the competition. FULL EPISODE: www.forktales.co #marketing #marketingpodcast #branding #brandingpodcast #restaurantmarketing #restaurantbranding #restaurantstrategy #restaurantgrowth #advertising #marketingpodcast #forktales #forktalespodcast #vigor #FlavorTrends #RubixFoods

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SAFE NOTES ARE NOW UNSAFE... OK so what is going to happen to the money that was poured into CPG Brands via these supposed SAFE Notes? Issue is that no priced round took place and now it is likely if it did happen it would be at a fraction of the valuation that was contemplated leading to massive dilution for the founder. Many have a cap...few have a floor. and unless they are converted it will be impossible to raise new money at any valuation. #cpg #safenotes #fundraising

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As operator's attempt to appeal to varying consumers, Gen Z remains top of mind for many. Read the article below for tips on appealing to this group of young purchasers!  #Idahoan #FoodserviceIndustry #GenZ #DemographicTrends

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"Hey Kendra, how's the McLane/Mable convenience program working out?" "Are you seeing success in the c-store channel?" ~ several brand owners Ever since the McLane Company, Inc. Emerging Brands program powered by Mable launched this year, brand owners have been reaching out to me left and right curious to learn more about this program. (We were one of the first brands on-boarded when it launched.) Here are some of the main highlights I share based on our personal experience: 1️⃣ McLane's Emerging Brands Marketplace connects c-stores to brands that are not currently warehoused with McLane. 2️⃣ Ordering is streamlined to match a store's current ordering process. So, while the store is ordering Fritos and Hershey's from McLane's DC, they can tack on Bon Bee™ Honey Bars (which are not in the warehouse). The process is seamless for the retailer. 3️⃣ Once an order is placed, it passes through Mable's technology directly to the brand via email notification. 4️⃣ Orders received by the brand are managed within Mable's brand portal. And yes, you can sync the orders with Shopify ---> ShipStation, etc. 5️⃣ Brands then ship directly to the retailer within 2 business days (shipping is covered by the retailer). 6️⃣ AR for the brand is easy peasy. Mable deposits payments electronically into your bank account. You will never need to chase down payments or stress about outstanding invoices. 7️⃣ No billbacks. No OIs. No MCBs. No stress. (Save these gems for when your ready for large scale distro.) 8️⃣ And one of my favorites, I love building the relationships with McLane and the c-stores. Every day we see new stores ordering from all corners of the country. It's exciting to be a part of the growth on such a personal level. And everyone benefits... 🌟 C-stores can easily order new and exciting emerging brands. 🌟 McLane can learn which brands have potential in the c-store channel. 🌟 Brands are able to test the waters in c-store before diving in with large scale distribution. 🌟 And perhaps most importantly, customers have more options, creating an exciting and refreshing shopping experience. We LOVE the program! We have filled hundreds of orders for numerous chains, and independents alike, and it is clear the momentum is picking up. Brands interested should reach out to Mable. C-stores interested should reach out to their McLane rep. What are you waiting for?! 👈😉 This model is here to stay and... It. Is. Awesome. Nadine Claeys Arik Keller #cstore #convenience #retail #cpg #emergingbrands #veteranowned #womenowned #familybusiness #sharktankproduct (yes, that's a self-portrait in the image. 😂)

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Life as an Agile CMO in the Beer Industry with ARMED FORCES BREWING COMPANY Navigating the dynamic and fast-paced world of the beer industry, I’ve learned that being an agile Chief Marketing Officer is not just a preference—it's a necessity. In this fast evolving landscape, principled leadership, unwavering focus on our mission, and a steadfast commitment to our strategic goals are essential. Staying true to our mission and not being swayed by fleeting trends is key. While it’s tempting to jump on every new marketing fad, I’ve found it crucial to remember that not all trends align with our brand's core values and long-term vision. Here’s what guides my approach: 1. Principled Leadership: Making decisions based on core values ensures consistency and builds trust with our audience.    2. Mission Focused: Ensuring every campaign, message, and product aligns with our overarching mission. This focus not only drives growth but also fortifies our brand’s purpose. 3. Strategic Integrity: Recognizing that marketing tactics are tools, not the strategy itself. It’s easy to get distracted by shiny new tactics, but they should always serve the strategy, not stray from it. This disciplined approach helps maintain brand integrity and delivers sustained success. 4. Adaptability with Purpose: Being agile means being adaptable, but with a clear purpose. It’s about responding to changes in the market while staying anchored to our strategic goals. In a world of constant change, my dedication to these principles is what sets us apart. It's not about chasing trends; it's about creating lasting impact through thoughtful, mission-driven marketing. #CMO #MarketingLeadership #BrandIntegrity #StrategicSuccess #AgileMarketing #VeteranOwned #Veterans

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The Double-Edged Sword of On-Premise Sales for Small Liquor Brands The on-premise market, while offering significant potential for small liquor brands, comes with unique challenges related to time, cost, and inventory turnover. Securing on-premise placements often requires extensive relationship building with bar owners, managers, and beverage directors. This can be a time-consuming process involving networking, cold calling and attending industry events. To introduce a new product to on-premise establishments, brands often need to invest in sampling events, cocktail competitions, and other promotional activities including a huge investment in time make account visits. These can be costly, especially for smaller brands with limited marketing budgets and employee resources. To address these challenges, small liquor brands should consider targeting specific bar segments or regions, leveraging social media and content marketing as well as collaborating with influencers, bartenders, and other industry professionals to accelerate brand visibility and drive sales. By understanding the time and cost associated with on-premise placements, small liquor brands need to develop effective strategies to navigate this competitive market and achieve long-term success. Alternatively, a targeted spend and off premise strategy might prove more effective to meeting corporate revenue objectives.

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