Fee Brothers vs Underberg · Bay Area shelf head-to-head
Fee Brothers and Underberg, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Fee Brothers carries more Brand PowerUnderberg is in more Bay Area grocersFee Brothers fields the deeper lineupFee Brothers sits further up the premium end
Fee Brothers
Underberg
27
brand power
13
8
products
2
3
categories
1
2
grocers
3
$2.79
price per fl oz
$2.42
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Fee Brothers▭ Underberg
Distribution · 30% of score8·13
F
U
carried in 2 of 24 Bay Area grocers·carried in 3 of 24 Bay Area grocers
Depth · 25% of score49·15
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Fee Brothers
only Underberg
no top category Fee Brothers doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Fee Brothers · 2
only Underberg · 3
Head to head
each brand’s closest counterpart to the other’s, matched on what the product is (name, category, description) · not price.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Fee Brothers · Underberg