To narrow vast
is crucial factor
There is no category where differentiation is more critical. It has to do with the vast number of brands out there. Trends for big domestic brands in the US have never been this bad. The ability to differentiate—meaningfully and with the right positioning—is not only an important thing, it’s now almost the only thing. Thousands of drinkers are leaving the category, but that kind of hemorrhaging attracts a lot of sharks. The big players will figure it out, or the smaller players will become bigger as the category reinvents itself.