Thursday, July 9, 2020

Trader Joe’s Beverage Innovation Priced to Sell

If anyone is looking for a success clue when talking about beverages there is only one company everyone in the U.S. wants to emulate and that company is Trader Joe’s according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
I don’t know a person within the foodservice industry that has not tried Trader Joe’s, “Two Buck Chuck” that was introduced in 2002 and went on to sell more than 800 million bottles of the inexpensive wine by 2013”. No one else in the industry has been able to duplicate the locality that Trader Joe’s developed at the intersection of value and wine according to Johnson.
Innovation at Trader Joe’s has not stopped. Within the beverage sector there is more to reveal including its newest sips from hard seltzer to Cookie Butter Beer, which is expected to hit shelves in September.
At the intersection of consumer hot button issues, trending flavors, and price Trader Joe’s category managers are listening to customers and visiting stores to identify opportunity. To understand customer relevance, Trader Joe’s conducts a daily tasting panel, during which participants try samples from a variety of suppliers. There’s a lot of back and forth, often as many as 10 iterations before they get the product that they want.  

Trader Joe’s recently expanded its Shell House Hard Seltzer line to include two new flavors: raspberry and lime. The explosively popular hard seltzer category continues to drive sales in the adult beverage category according to a new Nielsen data story on the category. Wouldn’t you know Trader Joe’s is selling private label hard seltzer for less than most legacy grocery stores.
Consumers are dynamic not static and one thing everyone can agree is that Trader Joe’s is not a static company.  That said, Trader Joe’s is the transition from bottles to cans. “Cans are lighter weight, so it’s less expensive to ship. A lot of breweries have switched over to canning lines,” “It’s also a more efficient packaging process for them as well.”
For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit, FoodserviceSolutions.US or call 1-253-759-7869

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