With the resignation of Mary Minnick
from the Coca-Cola Co., the question
of innovation, or the lack of same, in the beverage
industry has been on my mind. I started
to think of the innovation that happened at
Coke under Minnick’s watch and the watch
of all of those who preceded her. I started to
realize that her short reign isn’t very different
from the ones that others have had. It’s symptomatic
of the malaise Coke is suffering from.
And it’s not just Coke.
Why is it that the big guys don’t seem to have
a clue about creating exciting new products?
Too often, their own offerings have no real positioning,
but when they acquire smaller boutique
brands, they don’t understand their uniqueness
and the consumer suffers by their neglect and
demise. This has to change at the retail level.
I have been privileged to see, over the years,
launches from some of the most creative organizations
and brands that grace our industry.
Whenever I see the folks from Arizona, Glaceau,
Hansens, Fuze, Honest Tea, Jones, Fiji
and other dynamic companies, I always come
away with the same reaction: They get the
consumer proposition. They understand that the
consumer is changing, and they have rolled
with the changes.
What do they have in common? First and
foremost, they have a willingness to take risks.
Second, they can take an idea from concept
to the shelf faster than you can say “Mukhtar
Kent.” They forgo the researchers, analysts and
consultants and go by their gut. They usually
partner with a supplier that has a stake, an emotional
tie-in or at least a strong understanding of
their creation. They see a market segment that
isn’t served and try to fill it. The real innovators
don’t believe in “me too” brands. As outsiders,
for the most part, in the major distribution
systems, they must expend inordinate amounts
of time and energy to create a hybrid route to
market. So give them an extra look. Innovation
should be rewarded by the industry. To my retailer,
distributor and wholesaler readers, learn
from these companies. Embrace their efforts.
Stock their SKU’s. You and your customers will
be better-served for it.