“It depends on the store, but probably the distributor’s employees’ hands are on that.” “Most of the larger chains absolutely have distributors with merchandisers whose sole job is to put orders away so the store staff doesn't have to, or more specifically so they can place things the way they want,” Vavrick says. This practice would have the potential to implicate Blue Cloud employees. Adam Vavrick, former beer manager for Binny's Beverage Depot in Chicago and former managing partner of Do Right Distribution, says that when it comes to high-visibility spaces such as aisle end caps or floor displays, where the Hard MTN DEW cases are located in the photos, distributor employees are generally the ones who set them. The photos look damning, but beer shelves could be arranged by employees of the retailer (Target or Albertsons) or a distributor (Blue Cloud). (The ABDI did not respond to a request for more information.) ABDI president Robert Myers asked any distributors who have seen Hard MTN DEW for sale next to non-alcoholic Pepsi products or “in non-alcoholic areas” to send photos to the ABDI so they could be passed along to the state’s liquor commission. Blue Cloud did not elaborate on what the investigation consisted of or any outcomes for internal or external communication.ĭespite a lack of information, it seems this line of attack against Blue Cloud is intended to raise regulators’ eyebrows. “The photos in question are likely an example of retailer merchandising choices that happen independent of BCD guidance or involvement,” the spokesperson said. That manager said this photo was not taken in that store, and that the store only stocks alcohol in designated alcohol aisles away from children’s products.Ībsent more details from the NBWA, Albertsons, or Target, it may never be clear who created these displays, when, how, and their actual intent.Ī spokesperson for Blue Cloud told Good Beer Hunting that the company has conducted its own investigation and, based on the information it has, it believes its employees are properly delivering and merchandising Hard MTN DEW. Good Beer Hunting called the three Target stores in Henderson, Nevada, but was only able to reach a manager at one location. Target communications did not respond to a request for information. In a statement, the NBWA said: "This is not about blaming a specific retail partner, state or vendor, but it is important to raise a red flag about these highly concerning practices." However, the NBWA has called out Blue Cloud specifically in recent weeks, and named retail partners and locations when asked.Ī representative from Albertsons said the company is looking into the matter but has not responded with any findings. Beer Business Daily previously reported that ABDI submitted several photos to the ILCC showing Hard MTN Dew had been merchandised inappropriately in other states by displaying it near non-alcoholic products like candy or toys. Traditional beer distributors have weaponized these photos in presentations to the NBWA convention in early October, and in formal objections to the Illinois Liquor Control Commission (ILCC). It’s a mystery not even Sherlock Holmes would want to take on: Nobody is offering clues, and some are already declaring this case closed. Previous reporting showed that Nevada Alcoholic Beverage Control has never been made aware of these incidents and cannot say whether the displays violated state laws. Blue Cloud denies that its employees created these displays. In sharing these photos, the National Beer Wholesalers Association (NBWA) and the Associated Beer Distributors of Illinois (ABDI) laid blame for these displays at the feet of Blue Cloud Distributing, the newly created alcohol wholesale division of PepsiCo that sells Hard MTN DEW and which traditional beer wholesalers view as competitio n. Big plays, smart moves, and otherwise curious indicators of beer's possible future. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg.Ferments at Low Temps by Stephanie Byce.
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