Read the first part of Beverage Distribution: Bottles, Barrels, and the Business here.
Many beverages (dairy beverages being a possible exception) have a sufficiently long shelf life to allow them to be stocked and sold through outlets other than large, high turnover retail chains. Convenience stores can stock different brands and sell them at a premium to consumers. These stores often operate outside the normal supermarket hours, catering to consumers who accept or even seek the “single-serve” purchase, albeit with its higher price. Vending machines use a similar logic. The difference however is that machines function 24 hours and require little or no manual intervention. The incessant thirst of many new consumers for new beverages combined with trends to source locally and naturally opens doors for smaller producers in the bars and restaurants of their own community. They often have a stronger card to play here than larger producers looking for bulk orders, although subsequent expansion may be another kettle of fish.
No discussion of beverage distribution would be complete without a reference to the beer distribution game (or simply the “beer game”). This game was invented in 1960 by Jay Wright Forrester at the MIT Sloan School of Management. The game came from Forrester’s work on system dynamics. Beer distribution turned out to be a well-suited case for the game.
The beer game is played by participants as a four-stage supply chain. In the game, a factory produces beer which then passes through a three-stage distribution system to finally reach the consumer. However, the participants are restricted in their ability to share information between the different stages. The lack of information makes it difficult to understand the real levels of demand for beer. Participants at a given stage cannot control the actions of participants at other stages, but they can influence them by placing orders for delivery of beer. This set-up can rapidly give rise to erratic and exaggerated orders for beer between the different distribution and production stages, a phenomenon also known as the “bullwhip effect” and present in many other industries.
Participants find themselves handicapped by a desire for high safety stock levels, poor customer service, suboptimal capacity utilisation, inaccurate demand forecasting, and low levels of trust between the different distribution stages. In the beer distribution and other industry sectors in real life, these problems may also be compounded by overly focusing on local optimisation, mistaking orders instead of customer demand as the supply driver, variable lead times, and inconsistent pricing policies.
Beverage distribution is not without its hazards. Besides the challenges of forecasting demand and responding quickly enough to changes in consumer preferences, examples of risks are:
Retail price pressures and competition within the beverage industry mean that operating cost reduction is often a key driver of supply chain projects in general and beverage distribution specifically. Improvements in visibility and metrics are also popular goals. The beer game (see above) shows how critical end-to-end communication and visibility can be in a supply chain and its distribution network. The advantages can include higher efficiency, lower stocks, and better fulfillment.
On the other hand, a recent survey by Porter & Associates3 on food and beverage companies indicated that third-party logistics strategies and e-commerce initiatives seemed to be lower priorities. Labour management systems and ERP systems did not garner much enthusiasm either. This is a paradox given the overall goal of lowering operating costs and increasing efficiency. Both labour and transportation management systems could be quick wins for different beverage producers and distributors.
While experience and judgment are still critical for beverage distribution success, appropriate use of technology is likely to differentiate leaders from also-rans.
Just as “location, location, and location” are often cited as the three most important things in property sales, “distribution, distribution, and distribution” could be held to be the three most important factors in the beverage industry. Distribution channels can be diverse and can present many opportunities for optimisation while dealing with price pressure from retailers and battling with competitors for more market share. The beverage distribution industry has as much potential as any other to take advantage of advances in supply chain and logistics, if the companies in the industry adopt the new approaches and technology that underpin those advances.
Follow us on social media