The beverage incubator L.A. Libations recently placed its weight behind Positive Beverage, which had built up a retail distribution network of 200 stores over the past four years. It has already achieved activations with the retailers Bristol Farms and Gelson’s, which it regularly employs in incubating new brands, and is planning for rapid expansion.
In tandem with the partnership, Positive has moved its beverage from being a still product to a sparkling product and redesigned the packaging with an easy-to-read label ingredient panel. As reported in BevNET, the per-bottle price has also been reduced from $2.49 to $1.99, with a focus on “high velocity,” rather than high margin. Marketing allocations are being limited when it comes to retailers that raise prices beyond the recommended price point. The emphasis is on reaching markets beyond high rent areas such as Beverly Hills, where consumers expect to pay a major premium.
This move builds on Mr. Argyros’ past work with Positive Beverage in directly building the brand and improving its organizational structure and production efficiencies.