Hard Ades Have Arrived:  How Big Is Big?

Dear Client: One of the statements made from the stage at the NBWA Convention in Orlando last week has stuck with me. It was made by distributor JR Hand, who was talking about the importance of knowing how much a new or acquired brands will cannibalize the current brands in your portfolio. In essence, if you buy a 100,000 case/yr brand, but it cannibalizes your current brands at 50%, you're really just getting 50k in incremental case sales. “There’s a