Fentimans at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Fentimans is a renowned brand known for its botanically brewed craft sodas and mixers, offering a range of unique flavors such as Ginger Beer, Rose Lemonade, and Curiosity Cola.
Fentimans isn’t on Fairfax Market’s shelf yet. The opening: 4 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Tonic Water in Tonic Water.
Fairfax Market stocks tonic water thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Fairfax Market carries cola in real depth, 41 SKUs against a fleet median of 10, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is tonic water: Fairfax Market stocks only 13 there, so Fentimans Tonic Water stands out rather than blending in. Lead with the tonic water, and position the cola as a finishing or gift item.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
an established national brand with proven demand.
enters a thin tonic water shelf as a point of difference.
The full runway
Every category Fentimans plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in tonic water. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
What to bring to land
Fentimans’ SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Fairfax Market’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. Fairfax Market profile →
