Modern off-trade can unlock volume but what about value growth?

small, consistent habits to build your brand bottom-up

Photo by Eduardo Soares / Unsplash

Often volume doesn't mean value growthCan your brand afford those supermarket shelf prices?Brands are built bottom up. So are shelf prices and promos.Is the value fairly shared along the chain? I doubt it.When the product is perishable, off-trade is seen as the silver bullet for that.In Italy, every year 8 billion flier…