A-B: Craft Trends Better Under “Balanced Portfolio”

June 22, 2012Dear Client:You will recall our issue back in March covering what Anheuser-Busch calls its "Balanced Portfolio" approach to category management and setting shelves (and the Brewers Association's response ). To refresh, A-B vp sales Dave Almeida's main point is that some retailers have swung the pendulum too far in favor of lower velocity craft SKUs on the shelf at the expense of premiums and to the detriment of the overall store's profitability. He and his team suggested a