Dear Client: Back in November of 2017, we shared some big news about Constellation's beer shelf allocation insights for retail. The idea? Retailers should adopt a "space-to-sales, or gross profit lens" for shelf setting. That would become the brewer's Shopper First Shelf Initiative, which they started promoting in early 2018. According to CCO Bruce Jacobson, Shopper First can spur 10% or more category growth when a retailer implements its three marquee phases: Flow, Space, and Assortment [for a refresher on
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