Athletic Brewing Co. at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
Athletic Brewing Co. is a pioneering brand in the non-alcoholic craft beer industry, offering a range of flavorful, alcohol-free beers.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Safeway merchandises 1 of the 2 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 85/100.
maps onto categories the store already runs.
The full runway · across 13 stores
Every category Athletic Brewing Co. plays in across the Bay Area grocers we track, and where it stands at Safeway. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 4 of 16 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Athletic Brewing Co.’s SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Safeway’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Safeway profile →
