Category Haze
Category Haze refers to the ambiguity and lack of consensus regarding where functional non-alcoholic drinks and adult-soft-drinks belong within a physical retail environment.
Because these beverages straddle the line between traditional carbonated soft drinks, non-alcoholic spirits, and dietary wellness supplements, retailers are split on how to merchandise them. This results in products being scattered across multiple store locations depending on the specific chain’s strategy.
The Three Primary Placement Strategies
The haze is driven by three competing merchandising philosophies:
- Integrated Placement: Placing the products in the traditional liquor aisle to target “sober curious” shoppers and those utilizing a multi-beverage-strategy.
- Functional Wellness Sets: Grouping the beverages in specialty cold boxes alongside kombucha, prebiotic sodas, and supplements.
- Dedicated “Sober” Superettes: Creating premium, standalone adaptogenic sections, often seen in upscale retailers like erewhon.
Impact
Category Haze directly leads to discovery-friction, where consumers cannot reliably locate their desired products. Brands risk merchandising dilution because they lack a standardized home, forcing them to rely heavily on retail-media-networks and omnichannel activations to guide shoppers to the correct aisle.