Lining them up…
Decoy and Kendall-Jackson, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
the same four weighted signals scored on both brands’ own pages.
carried in 2 of 24 Bay Area grocers·carried in 3 of 24 Bay Area grocers
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
no top category Kendall-Jackson doesn’t also play in.
who stocks each brand right now · shared, and each brand’s exclusive doors.
no exclusive doors — everywhere Decoy is, Kendall-Jackson is too.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Decoy · Kendall-Jackson
3 products in the catalog·5 products in the catalog
spans 1 category · 2 subcategories·spans 2 categories · 4 subcategories
~1% average share on the shelves it competes on·~1% average share on the shelves it competes on