Ellen Deckij

I'm beyond HYPED to announce that Wild Bill's has rocketed into the top 5 fastest-growing products on RangeMe, sharing the spotlight with stellar brands like poppi (Mother Beverage), OLIPOP PBC, Perfy, and The Coca-Cola Company. It's thrilling to be recognized among such iconic names! Rocket Pop’s spot on this list transcends mere seasonal trendiness—it’s a testament to its year-round appeal and our commitment to authentically enhancing experiences wherever people gather. I might be a bit biased, but honestly, no one nails experiential, occasion-based selling quite like Wild Bill's. We're not just showing up; we're a major hit across an insane variety of events. I kid you not, we do over 400 events a year—everything from comic and anime conventions to e-sports competitions, county and state fairs, motorcycle rallies, air shows, military reunions, renaissance faires, civil war reenactments, regattas, car shows, steampunk festivals, Scottish and Highland games, Celtic festivals, Italian feasts, food truck festivals and more. At Wild Bill's, we don't just attend these events; we transform them, enhancing every experience with our unique flavors, one sip at a time! To discover more about the Wild Bill's event experience, please check out this video: https://lnkd.in/ewwDA96U NielsenIQ Byzzer powered by NielsenIQ ECRM Allison Ellsworth Vasa Martinez #CPG #Beverage #Retail #Grocery #Foodservice #Events #VeteranOwned

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If you want proof of what is possible for Better-For-You in Grab & Go, look no further than the Yerba Mate Category. In the early days of Guayaki, the expansion beyond the Natural Channel was a challenging one. The brand sold hundreds of cans per SKU per week in Whole Foods Market and similar natural stores but struggled when first placed in more conventional outlets. As with most beverages, success via trial generation, awareness building and velocity driving came down to the availability of merchandising coolers. Folks just like to try a beverage cold. Turns in the cooler can be 8-10X what they are off a dry shelf. As Guayaki expanded to the Convenience Channel, some education and patience was required but now Convenience is the largest retail channel for the brand. It's the perfect fit for the perfect beverage. That success drew Clean Cause, another yerba mate, to the channel, creating a category! Mate is now a very effective bridge between Energy Drinks and RTD Teas for many retailers. If you think your brand belongs in Grab & Go, drop us a line. Let's test it out! [email protected]

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Keurig Dr Pepper Inc. has named Drew Panayiotou as its new #CMO for U.S. refreshment beverages, overseeing a $9 billion portfolio, including brands like Dr. Pepper, Snapple Group. and Canada Dr. Drew brings deep expertise in #AI-driven marketing and #ecommerce from his time at Pfizer. His appointment underscores the growing need for enterprise-wide #data standards—ensuring consistency across brand taxonomies, proactively removing bad data, unlocking actionable insights and enabling seamless collaboration. These foundations empower marketers to deliver precise, #innovative campaigns that drive results. #datastandards #datagovernance #contentsupplychain #bigdata #CPG #digitalmarketing #Claravine

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Big news in the snack world! PepsiCo has announced a massive move by acquiring Siete Foods, a leader in the better-for-you snack category, for $1.2 billion. Siete Foods is renowned for its grain-free tortilla chips and other healthy snack options catering to dietary restrictions and preferences. 🌮🌿 This acquisition aligns with PepsiCo's strategy to diversify its portfolio towards healthier snack alternatives, reflecting the growing consumer demand for nutritious and inclusive food choices. By integrating Siete's product line, PepsiCo not only broadens its market but also strengthens its commitment to wellness-oriented products and allows it to tap into the growing demand for culturally authentic products. https://lnkd.in/gfCzn8vi #PepsiCo #HealthySnacking #FoodIndustry #Acquisition #FoodTrends

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Market Shift: Premiumization in the Alcohol Industry 🚨 Diageo, one of the world's largest drinks makers, has reported a 1.4% drop in sales over the last year — its first since the pandemic. While this may seem like a red flag, it highlights a broader market trend: premiumization. As consumers become more selective about where they spend, premium brands are poised for long-term growth despite short-term economic pressures like inflation and high interest rates. 🥃 🔹 Johnnie Walker sales fell by 2% globally, with a sharper 10% decline in North America. 🔹 Casamigos tequila (acquired for $700M in 2017) saw a 22% drop in sales. 🔹 Diageo still commands almost 40% of the global Scotch whisky market. CEO Debra Crew emphasized the power of premiumization, driven by: Consumers trading up from beer and wine to spirits 🍸 Rising incomes in developing markets 🌍 The long-term trend of prioritizing quality over quantity ✅ Competitors like Pernod Ricard are also doubling down on premium labels, selling off wine brands to focus on premium spirits and champagne. 💡 Key takeaway: While economic headwinds may challenge consumer spending, the push toward premium products signals a lucrative future for brands that cater to evolving tastes. #Premiumization #AlcoholIndustry #ConsumerTrends #Diageo #BusinessStrategy #JohnnieWalker #Casamigos #MarketShift #Leadership #LinkedInNews

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Functional foods are more than just a fad —they’re shaping the future of health and wellness in CPG. Consumers today are actively seeking products that go beyond basic nutrition (which is still rare) , and are looking for functional benefits like added protein, gut health support, and enhanced energy. This shift is driving innovation across the food industry, as brands tap into the demand for products that fuel both body and mind. Protein Candy is trying to be a big part of this movement, bringing high fiber, low sugar, protein-packed treats to the candy aisle. It’s an exciting time to be in the space where food meets function.

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Everyone in the the emerging CPG business should pay close attention to the aftermath of the Hollywood writers strike. We’ll all look back on this decades from now as the first major battle in the “AI wars”. The writers won this battle, and held back the “uber-ization” of their industry, for now. Any founder of a new CPG brand is in a similar position to these writers. As an innovation brand, you are taking on risk and doing the hard work of creating something from nothing just like they do. In the same way Hollywood studios can theoretically use generative AI to write stories and screenplays which fit Netflix’s algorithm that same AI could generate CPG products which sell at retail. Imagine a future where Big CPG can just create innovative new brand concepts on their own using AI, and hire gig worker “founders” to run them. It isn’t far fetched, when you consider that hotel chains like Marriott and Hilton have sub brands of faux “independent” hotels all over the world already. PepsiCo could for example launch 30 early stage startups per year in snacks and beverage, with the goal of 2 of them developing into the next Siete. None of this is set in stone. The future is unwritten. I’m always going to be on “team human”. Pod Foods #innovation #AI https://lnkd.in/efcz7FD9

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"Great Brands, Sufficient Resources, Yet Underwhelming Results? --------------------------------------- You've got a renowned brand, ample resources, and a solid strategy in place. Still, your planned results remain elusive. It's time to investigate the root cause. Often, the missing link is not the resources or the plan, but the people. Specifically, the lack of ownership and engagement among team members. When management fails to create a culture of: - Active listening - Open communication - Empowerment - Trust Team members become disenchanted, losing faith in sharing their concerns, ideas, and feedback. This leads to: - Disengagement - Lack of accountability - Inefficiency - Stagnation To revive your brand's performance, focus on reigniting your team's passion and ownership. Encourage open dialogue, recognize individual contributions, and foster a sense of belonging. Remember, a brand's true strength lies not in its resources, but in its people. #Observation #Listening #Leadership #TeamEngagement #Ownership #Communication #BrandPerformance" #CEO #COO #MD #FMCG #Beverages #CMD #Fairfeedback

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When is it time for a brand to find a new home?... The potential sale of Oscar Mayer reflects a proactive approach to adapting to evolving consumer demands and market dynamics. Here are some thoughts that this WSJ article sparked in me. 1. Brands and companies at some point lose alignment. Brands can be very strong and consistently deliver a consumer promise. However, the brand promise may not be permanently in alignment with a company strategy. By prioritizing healthier product options and realigning its portfolio, Kraft Heinz shows a commitment to long-term growth. The focus on improving nutrition in its products reflects a broader industry trend towards addressing concerns over ultra-processed foods and health-related issues linked to diet. 2. The best decisions are grounded on the consumer. Kraft Heinz is considering selling Oscar Mayer to restructure its portfolio amidst growing consumer interest in health and nutrition. This move can help align with changing consumer preferences towards healthier options. 3. Stock performance and financial results matter. This strategic move is crucial for boosting the company's stock performance, which has been stagnant over the past five years. Kraft Heinz is facing challenges in its quarterly results due to cooling demand for some products and increased input prices. Profitable growth is about having the right portfolio for the long term. When brands lose alignment to the broader business strategy, they part ways with companies. In the end, it is about the consumer, what the consumer wants / expects and the competitive advantage of an organization to win with the consumer in a profitable way. What do you think? #marketing #branding #management #mentoring

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Mondelēz International's potential $50 billion acquisition of The Hershey Company marks a transformative moment for the global confectionery market, uniting two iconic #CPG leaders. While discussions are still in the early stages, this potential merger underscores the critical need for robust global #data standards. Such frameworks enable consistent insights across regions, precise targeting, and seamless product launches while fostering collaboration and operational efficiency. For global companies like Mondelēz and Hershey, adopting these standards becomes paramount in building consumer trust, ensuring market agility, and driving growth in an increasingly complex and competitive global landscape. #datastandards #datagovernance #contentsupplychain #bigdata #digitaltransformation #digitalmarketing #Claravine  https://lnkd.in/e_JymMzm

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45% of Gen Z consumers would choose Mexican cuisine if they could eat only one for the rest of their lives. That level of loyalty reveals a major cultural shift—Hispanic flavors are deeply influencing consumer preferences across the board. It's no surprise, then, that Siete Family Foods was recently acquired by PepsiCo There’s a lot of conversation around the wellness aspect of Siete’s portfolio. And that’s accurate. But the convergence of Siete’s rise with the rise of Latin culture in the US is also equally true. A few things that worked for Siete: ✅ Perfect timing: Siete tapped into a surging demand for Latin flavors just as interest in Mexican cuisine reached new heights. Their products arrived at the right cultural moment. ✅ Health-conscious innovation: Siete’s offerings aren’t just flavorful; they’re also better-for-you without compromising on taste. Their grain free tortillas and chips are as delicious as traditional corn ones, appealing to the health-focused consumer. ✅ Brand authenticity: Siete nailed the balance between heritage and modern branding. From their product labels to their digital presence, they’ve created a cohesive, visually engaging brand experience. ✅ A compelling founder story: Rooted in a personal health journey, Siete’s purpose is clear and powerful. Their founder’s mission to offer clean, healthy versions of traditional foods resonates with consumers looking for authenticity and purpose-driven brands. The Siete acquisition is a great example of how cultural relevance, timing, and purpose can align to build a standout brand in today’s crowded marketplace. #siete #brand #Hispanic #Latin

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Occasion based marketing for beverages is not a new phenominum. We just have to go back over the catalogue of historic Coca Cola ads to see how leveraging occasions has been used for decades to drive increased sales and margins for all members of the Coca Cola value chain.  “Refreshment on the Go”, “Stock Up for the holidays”, “makes food taste better”, “easy hospitality”, “Refreshing vacations” are just of few of Coca Cola’s occasion based propositions. It’s been the Coca Cola way for generations, and the basic principles from yesteryear, are still applied today. In fact, for the Coca Cola system, Occasions sit at the heart of their marketing DNA. They call it the OBPPC (Occasion, Brand, Pack, Price, Channel) process and it’s a critical element of their overall marketing. Coca Cola ensures that for each occasion, they clearly define the optimal brands to be sold, in the most appropriate packages, at the right prices, in the target channels to sell more products, at higher prices. They use occasions to pro-actively change the market dynamics in their favour by shifting the demand curve for beverages rather than simply moving along it to where the market takes them. DM me to learn more about how you can use Growth Scope to unlock your liquor market growth agenda by unlocking consumption occasions.

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Celebrity-backed Tequilas up 16% in 2023 IWSR data has found that celebrity-backed spirits brands often outperform the growth of their categories globally, with Tequila receiving the biggest boost. In 2022, Tequilas founded by celebrities soared by 40%, three times the category growth rate of 13%, while last year the figures were 16% for celebrity Tequilas against 3% for the category as a whole. IWSR attributes this growth to timing, with the renaissance of the Tequila category coinciding neatly with the rise of celebrity spirits. Furthermore, the category is attracting large numbers of new drinkers who are looking for something premium but reassuring – two things that endorsement from a famous person can provide. IWSR’s report noted that star association with brands offers consumers, particularly fans, a ‘degree of trust’ when purchasing spirits. It was also found that ‘star power’ encouraged consumers to spend more, with the average price of a celebrity spirits drink at US$16.25, compared with US$9.38 for all brands. #celebritytequilas #premiumandreassuringtequila #celebrityspiritsdrinks

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Brazil’s largest drinks delivery company, Zé Delivery, took personalization to a whole new level with their Zétrospectiva 2023! 🎉 Curious how they did it? By using Storyly, Zé Delivery created a unique, personalized year-in-review that users loved! They highlighted:

 🍺Top drink brands 📅Favorite delivery days  🏆Fun titles like “Zé Cuponzin” for coupon fans! The outcome?  ✔️Higher engagement  ✔️Stronger brand connection  ✔️Unforgettable user experiences. Ready to craft a personalized "Wrapped" experience for your brand this year? Let’s chat about what Storyly can do for you! 👉 https://lnkd.in/dJzqQiGD #InspireMe #Personalization #CustomerRetention

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Lavazza Super Crema Whole Bean #Coffee Among the top 100 best-selling Amazon products (n.2 in the whole Grocery Category in the US) that went viral on TikTok in 2024 This study examined which of Amazon's top-selling products across 24 categories were also viral TikTok videos. For each category, the 25 best-selling products of 2024 were analyzed (excluding Amazon-specific brands). Looking to get on 🔝 of the chart 📈 for 2025! Read More: https://lnkd.in/dGzk8vFh Source: Comunicaffe International Amazon #ecommerce #online #lavazza #coffee #lavazzagroup Lavazza Group #marketplace #tiktok TikTok #amazon #bestseller #espresso #caffee

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