Thank you for sharing the results of your due diligence. While this is amazing detective work, it's also a sobering channel check, unfortunately.
I can't help but try to figure out why the product isn't flying off the shelves. The logical explanations might include:
* People don't like the product and/or the product is inferior to similar products -- Personally, I love Apple Rush (it tastes way better than IZZE, in my opinion), but that doesn't mean everyone else will.
* The pricepoint is just too high.
* Lack of brand awareness.
* Lack of marketing/advertising support -- A new-product introduction has to be supported by an advertising blitz in the local market. Otherwise, how will people know it even exists? Whether it's TV, radio, print, point-of-sale, billboards, etc., the brand and logo need to be plastered all over the market for people to remember it.
* Too much competition -- The beverage industry is a crowded, competitive space.
Based on my love of Apple Rush, I find it hard to believe that the product itself is the problem. The pricepoint certainly isn't helping, but I think the main issue is lack of brand awareness. The in-store tastings are nice, but without a coordinated marketing/advertising blitz in the St. Louis metropolitan market (or whichever market we're launching in), this product is going to get lost in the shuffle.
Just my thoughts. Would be curious to see what everyone else thinks.
Thanks again for your amazing DD.
