Behind A-B’s IGNITE Program

Dear Client:  We'd heard the name of A-B's shelf-setting program, IGNITE, thrown around the last year or so. But we weren't really sure what it recommended, or how it stacks up against, say, Constellation's Shopper First Shelf. (Spoiler alert: A-B’s method sets shelves by price, with lots of space for lagers, and throws Beyond Beer on the aisle ends for recruitment.) We were able to snag Amanda Tilley, VP, Category Leadership, Anheuser-Busch, to learn all about IGNITE. You, reader, are