Publisher’s Toast: Nothing Compares to the Present

Last Friday, right before the holiday weekend, I got a long overdue, sorely needed haircut. I was beginning to look like Moses as he ascended the mountain at the end of his life. It was one of the most positive and enjoyable actions I’ve taken in the last five months. The salon (I’ve reached that point in my life where I have my locks tended at a salon) followed all protocol procedures, and boy, was it nice to take a small step to return to the life — or hair length — we knew before COVID -19.

What has befallen our country over the past months has shaken us to our cores. The impact continues to shape every aspect of our lives personally and professionally. It is a harsh reality that things are anything but normal. I am surely not qualified to comment on the personal side of this crisis for anyone other than myself, family and close friends. The professional side is a different matter.

I have followed the beverage marketplace for 29 years now, through good times, not so good times and some downright bad times. Nothing compares to the present time. I am in constant contact with dozens of brand marketers, that’s a major part of my job. I’ve tried to pinpoint exactly what is the issue most crucial to their current dilemma, but that was too simplistic a query. Instead I heard so many variations of what is problematic to them. There are many components that have been articulated most often.

The supply chain, and lack of ingredients, is brought up frequently. Production is delayed and line time, once lost, is hard to get back. If you don’t have product, you don’t have anything to sell.

Distribution continues to be an issue. The brands are going out pretty efficiently, but fewer new brands are being taken on. Distributors are risk averse with regard to adding new brands. It makes it harder for marketers to have an avenue to get their products out there.

Investment and capital to fund and fuel companies has slowed down greatly. Seems like everyone is in a holding pattern. Money tentatively promised has been held back, not canceled, but delayed. Whether it will finally come through is a crapshoot, at best.

The retail part of the equation seems to be in good shape. Shelves are stocked much better than other categories. While I see gaps in stores, beverages are well represented. Customers are back and shopping with abandon.

Marketing initiatives have been postponed with great frequency. There were so many launches, rebrands and line extensions that have been put on hold. So many of the programs slated for the pages of BevNET have been rolled to the late fall and fourth quarter. After all, we’re all in this together. I don’t know if it’s reality, or just the fear factor that is stopping the plans. Time will tell.

Our country will get through this, as we always have. I wish you all success going forward. If you feel discouraged, though, maybe head to the salon?