A-B and Boston Beer on How to Merchandise Hard Beverages

Dear Client: Early October’s NBWA show themes stressed the growing ranks of line-blurring brands vying for space on beer distributor trucks – and in cold boxes at retail, too.  Indeed, it’s hard to think of a timelier topic for the beer industry. Earlier in September, A-B category chief Amanda Tilley revealed some work they’ve been doing on exactly what type of bev alc products should go in that coveted cold space.  It all comes from A-B’s Ignite retail growth strategy