Senior national account manager for Hall and Woodhouse Lee Ellis talked about Badger Beer’s premium bottled ales and the steps they have taken to help wholesalers sell them. “We have a bespoke pack for Costco, bespoke wholesale price-marked packs, eight packs to reduce investment, and a dedicated sales team with industry credibility. The most important though is we have a profound understanding of the category and consumer.”
Ellis said that educational information for retailers had been introduced in both Nisa Focus and Costcutter Connect before the World Cup.
He also said wholesalers needed to consider the cost of entry and listing fees for smaller suppliers. “We cannot fund like a global brewer; our investment goes into quality, liquid performance, and allowing our independent customers to compete.”