2026 BEVERAGE INDUSTRY WEEK
Bringing Category Management to the Three Tiers
by JEREMY NEDELKA
The third-annual ACTIVATE Advisory Board Meeting focused on the topic of category management. Discussions ranged from implementing different shelf-set strategies at retail to utilizing technology for purchasing decisions.
Category Management Association Sr. Director of Strategic Partnerships James Jackson introduced the topic to attendees, and will facilitate virtual meetings on the subject going forward. Everyone agreed that category management offers profitable opportunity as industry members navigate changing consumer preferences.
The wide-ranging discussion brought together retailers( both control and private), wholesalers and technology vendors, all seeking ways to improve the beverage industry and reduce friction among the tiers. If you’ d like to join the advisory board and learn more about Category Management, contact Jeremy Nedelka at jnedelka @ epgacceleration. com for more information.
one-time cost, you can hire a consultant to work for a few hours with a staffer. Though training an employee to run your social does run the risk that that person will one day leave and take that valuable knowledge with them.
“ For an influencer budget, for someone with 20,000 to 50,000 followers, that would be about $ 1,000,” she added.“ For 10,000 followers, maybe a few hundred bucks.”
“ You can negotiate with influencers,” she added.“ For instance, you can offer them a gift card. I wouldn’ t lead with a total trade, though, because people need some money for rent. But beverage alcohol is a fun industry for them to promote. You have stuff that people want. Post product shots, like posts, share, tag someone you wanna share with … Make sure it’ s legal in your state."
BARC 2026 wrapped up with the third annual Beverage Incubator competition, which invited emerging brands to pitch their products before a panel of veteran industry experts. The winner in Minneapolis was Mark Mozier of Mark’ s Mocktails. Congrats again to Mozier!
The 11th annual BARC will take place next summer in Cincinnati.
From left: Mike Moreno, Kathie
Durbin, Chris Arnold, and Paul
Kaspszak.
Sponsor Don Q at the Top 10 Liquor Store event.
22 Beverage Dynamics • 2026 Top 100 Issue www. beveragedynamics. com