I love this time of year.
As usual, the Yankees are rolling. Even
better, my favorite sporting event, the U.S.
Open, just took place at Flushing Meadow.
Unfortunately, I never get to play, not even in
the (Ulp!) seniors’ draw.
Summer is drawing to a gracious end, and
most of the companies I deal with are reporting
they’ve had fine seasons. With the kids returning
to school – always a good thing – the pace
of business quickens.
Travel plans are executed for the four big October
conventions as we all scramble headlong
into the 2007 sell-in period. This annual mating
call brings out a plethora of new, exciting
products, promotions and packaging.
Sometimes, when I’m not on the road, I like
to sit at my desk and look at my shelves, which
are covered with the drinks I’ve amassed over the
years. They never fail to remind me that this is
an industry of innovation, creativity and risktaking.
But while I’ve got quite a collection, occasionally
it’s hard to put into perspective just
how many products have been introduced over
the years. Just the other day, I decided I could
use some of that perspective, so I went directly
to the source: I logged onto BevNET.com.
Actually, first, I called John Craven, my counterpart
at BevNET, head of the Beverage Spectrum/
BevNET partnership. While we’ve both
chronicled new introductions in our respective
media, I must admit that BevNET is the definitive
source for new products. They try – and
then they rate – everything! If you know me,
you know I already love you all for the hard
work you put in. You all get five stars from me.
But at BevNET, they have been known to be
just a little bit more demanding.
Regardless, I asked John if he could tell me
the number of products BevNET has reviewed.
Being the savvy techie he is, John immediately
replied “2679 reviews since 1999 as of 8:50 this
morning.” Now that’s precision!
If you look at BevNET’s reviews, you get
a clear picture of the brands coming into the
marketplace. I advise you all to visit the site
to see the latest launches and to study the archives
for perspective on the brands that have
worked or failed.
By assimilating what you learn from this
magazine, from convention season, and from
BevNET, you can choose wisely. Keep up on the
trends, read the trades and wire services, talk to
your customers, attend shows and conferences.
It is not easy to assess categories, so avail yourself
of every tool available. This is a crucial time
of year for deciding on your signature products.
And for the Yankees.