Beverage Bonanza
    • Welcome & Introductions
    • Category Overview
    • Fun Facts
    • Doing Business with the Beverage Team
    • Examples
    • Quiz
    • Q & A
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  Beverage Category Directory
     •BEVERAGES
     •Michelle Frost, Category Manager               Michell
                                                     Michell
     •(804) 734-8000, extension 4-8696
     •                                                  e 
      Fax:  (804) 734-8009 PP 78696                     e 
     •E-mail:  michelle.frost@deca.mil                Photo
                                                      Photo
     •Coffee Ground Bagged, Coffee Whole Bean, Coffee International, Coffee Instant 
      Flavored/Bagged, Coffee Instant Regular, Coffee Canned, Coffee Ground Flavored,  Coffee 
      Creamers, K-Cups, Coffee Filters, Instant Breakfast, Tea Bagged, Herbal/Flavored Tea, Instant 
      Tea/Mix, Hot Cocoa, On-the-Go Breakfast Shakes, Instant Breakfast, Shelf Stable Milk, Milk 
      Modifiers, Canned and Powdered Milk
     •Multi-Pack Juice, Cranberry/Cranberry Blend Juice, Drink Mix Syrup Fruit Flavors, Drinks 
      Fruit and Nectars Juice, Vegetable/Tomato/Prune Juice, Aseptic Juice, Lemon/Lime Juice, 
      Pineapple Blends/Juice, Apple Juice/Cider, Grapefruit Juice, Sparkling Juice
     •Soda, Premium Soda, Value Soda, International Beverages, Water, Water Filtration, 
      Flavored/Sparkling Water, Isotonic Beverages, New Age Beverages, Kosher Beverages, 
      Cocktail Mixers, Powdered Instant Drinks, Water Enhancers, Freeze Pops, Energy Drinks, 
      Hispanic Beverages, Liquid Coffee
     •Lisa Owens, Merchandising Specialist                                     Vacant, Business Analyst
     •(804) 734-8000, extension 4-8181  
     •Fax:  (804) 734-8009 PP 78181
     •E-mail:  lisa.owens@deca.mil 
                      Michelle Bibbs & LorettaTucker - Planogrammers
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     The Beverage Categories
                                    CONUS EX AK HI  (THIS WILL BE UPDATED)          
                                    DeCA 52 Week Ending 2/1/2014                   Dollars                 %
                                1   COFFEE                                          $  81,760,941        22.83%
                                2   SOFT DRINKS                                     $  71,463,962        19.95%
                                3   SHELF STABLE JUICES AND DRINKS                  $  56,738,304        15.84%
                                4   WATER                                           $  38,292,023        10.69%
                                5   NEW AGE BEVERAGE                                $  32,783,986        9.15%
                                6   ISOTONIC BEVERAGE                               $  19,131,269        5.34%
                                7   TEA PACKAGED AND BAGS                           $    8,608,910       2.40%
                                8   COFFEE CREAMERS                                 $    7,556,784       2.11%
                                9   POWDERED INSTANT DRINKS                         $    6,988,327       1.95%
                                10 CANNED AND POWDERED MILK                         $    4,793,302       1.34%
                                11 LIQUID COFFEE                                    $    4,155,423       1.16%
                                12 BEVERAGE HISPANIC                                $    4,132,293       1.15%
                                13 SHELF STABLE MILK                                $    3,949,620       1.10%
                                14 INSTANT TEA AND TEA DRINK MIX                    $    3,858,753       1.08%
                                15 MILK MODIFIERS                                   $    3,319,035       0.93%
                                16 HOT COCOA                                        $    3,134,449       0.88%
                                17 LIQUID TEA                                       $    3,055,414       0.85%
                                18 HERBAL TEA                                       $    1,886,940       0.53%
                                19 COCKTAIL MIXERS                                  $    1,378,134       0.38%
                                20 COFFEE FILTER                                    $    1,128,885       0.32%
                                21 SHELF STABLE CHOCOLATE DRINK                     $         22,634     0.01%
                                                                                    $ 358,139,388       100.00%
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      The Beverage Categories
                                       BREAKFEST BEV2GO                                   May
                               N       COFFEE K-Cups                                      June
                                       COFFEE GROUND BAGGED                               April/July
                               E       COFFEE WHOLE BEAN BAGGED                           April/July
                                       COFFEE INTERNATIONAL                               April/July
                               W COFFEE INSTANT FAVORED/BAGGED                            April/July
                                       COFFEE INSTANT REGULAR                             April/July
                                       COFFEE CANNED REGULAR                              April/July
                                       COFFEE GROUND FLAVORED                             April/July
                                I      CREAMERS POWDERED NON DAIRY                        April
                                T      TEA BAGGED                                         Nov/Dec
                                       TEA FLAVORED OR HERBAL                             Nov/Dec
                               E       TEA INSTANT                                        Nov/Dec
                                       COCOA                                              May
                               M MILK SWEET EVAPORATED                                    january/June
                                       MILK POWERED                                       january
                                       MILK ULTRA HIGH TEMP UHT                           january
                                       K-CUPS ALL Other                                   June
                               P       MILK FLAVORING                                     May
                                       FILTERS                                            April
                               R       JUICE MULTI PACKS                                  March/August
                                       JUICE CRANBERRY/CRAN BLENDS                        March/August
                               E       JUICE DRINK MIX SYRUP FRUIT FLAVOR                 March/August
                                       JUICE DRINKS AND NECTARS FRUIT                     March/August
                               S       JUICE VEGETABLE TOMATO/PRUNE                       March/August
                               E       JUICE ASEPTIC                                      March/August
                                       JUICE LEMON /LIME                                  March/August
                               N       JUICE PINEAPPLE OR PINEAPPLE BLENDS                March/August
                                       JUICE OR CIDER APPLE                               March/August
                                T      JUICE GRAPEFRUIT                                   March/August
                                       SODA PREMIUM                                       December
                               A       WATER FILTRATION                                   September
                                       SODAS ALL FLAVORS                                  July/December
                                T      WATER                                              September
                                       DRINKS ENERGY                                      April/October
                                I      DRINK MIXES POWDERED                               January/February
                               O DRINKS ISOTONIC                                          October
                                       SODA VALUE                                         July
                               N       MIX SPECIALITY LIQUID & DRY                        August
                                       FREEZE POPS                                        November
                               S       DRINK MIX TONIC CLUB SODA                          August
                                       NEW AGE BEVERAGE                                   April/October
                                       WATER SPARKLING OR FLAVORED                        September                                                     5
                                       INTERNATIONAL BEVERAGES - HOLIDAY                  January
  Overall Category Management Objectives
     • Grow Volume, Grow Value, Grow Loyalty
     • Transform strategies of business plan to 
        category plan which should be 
        implemented around the “The First 
        Moment of Truth”
     • Use fact-based decision process
     • Continuously focus on best practices, 
        recognizing different shopper behavior
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