Captains also select point-of-sale marketing and, in some cases, retail prices. Trade associations representing liquor, wine and beer and several alcohol-distributor groups united in sending letters to federal regulators last month arguing that such payments violates laws designed to prevent alcohol products from being over-aggressively promoted.Ī surprise is that smaller vendors appear to be supporting the “category captain” system despite complaints that larger companies give better placement to their own brands over competitors. The plan has to be approved by the Alcohol and Tobacco Tax and Trade Bureau as well as state laws.Īccording to The Wall Street Journal, the major manufacturers, who previously funded their own analysis, as well as smaller vendors are balking at paying quarterly fees. More consistency in resets across stores is also desired. The grocer wants to reset shelves on a more regular basis than the once or twice a year it currently does to better capitalize on hot items and trends. Instead, alcohol companies will be asked to pay a privately held distributor to make those shelf decisions. is drawing controversy with a plan to move away from relying on “category captains,” such as Anheuser-Busch InBev and Diageo, to guide how wine, liquor, and beer are organized in stores.
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