In 2022, Beam Suntory continued to grow and support convenience channel category management by increasing its headcount in sales, insights and marketing. Through increased analytic deep dives for retailers including 7-Eleven Inc., Circle K, Kum & Go and Wallis Oil Co., Beam Suntory helped retailers make key segment decisions around inflationary issues, ready-to-drink opportunities, the potential of the tequila segment and more.
In addition, the company has been able to help retailers identify stores for specific higher-end products through cross-referencing store locations with its internal heat mapping system. This has allowed c-store chains to be more strategic in their assortment decisions.
Last year also saw Beam Suntory utilize its partnership with The Boston Beer Co. for cross-merchandising programs. Through Boston Beer, the company used custom POS to drive increased basket rings. Beam Suntory ran several national and regional programs promoting its 750-milliliter Truly Vodka product and Boston Beer's Truly 12-pack. A combination sale of both items provides a $35-plus ring for a c-store.