Why You Shouldn’t Hit Pause on Innovations Right Now

Dear Client:   The number of new bev alc products launched in March and April 2020 was down 65% compared to the same time last year, according to Nielsen's Performance Measurement App on total US innovation activity.  That drop in new products for bev alc is in line with other categories, like food (down 62%), noted Nielsen's Danny Brager during a recent presentation.  The drop in new products is understandable, given that retailers "needed to take care of what's going on