BevMo

BevMo is a major specialty beverage and liquor retailer. In the context of the evolving alcohol market and the rise of adult-soft-drinks, BevMo serves as a primary example of a retailer utilizing an “integrated placement” merchandising strategy.

Rather than carving out a separate “zero-proof” section, BevMo merchandises non-alcoholic products within their traditional parent categories. For example, non-alcoholic beer is stocked alongside traditional beer, and functional beverages are placed with mixers. This approach contrasts with the “dedicated NA sets” strategy employed by other retailers like town-and-country, highlighting the current lack of industry consensus on how to execute a multi-beverage-strategy at the physical shelf level.