Lagunitas at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Lagunitas Brewing Company is a prominent brand in the beer and non-alcoholic beverage category, known for its diverse range of craft beers and non-alcoholic options.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Berry Lemon Hoppy Refresher in Sparkling Water.
Driver's Market stocks sparkling water thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
Driver's Market merchandises 1 of the 4 categories the brand sells.
no strong clean/diet signal either way.
an established national brand with proven demand.
maps onto categories the store already runs.
The full runway
Every category Lagunitas plays in across the Bay Area grocers we track, and where it stands at Driver's Market. 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 1 of 5 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in sparkling water. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Lagunitas (orange) sits above the shelf.
What to bring to expand
Lagunitas’ SKUs Driver's Market 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 Driver's 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. Driver's Market profile →
