Underberg vs Fee Brothers · Bay Area shelf head-to-head
Underberg and Fee Brothers, 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
Underberg
Fee Brothers
13
brand power
27
2
products
8
1
categories
3
3
grocers
2
$2.42
price per fl oz
$2.79
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Underberg▭ Fee Brothers
Distribution · 30% of score13·8
U
F
carried in 3 of 24 Bay Area grocers·carried in 2 of 24 Bay Area grocers
Depth · 25% of score15·49
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Underberg
no top category Fee Brothers doesn’t also play in.
only Fee Brothers
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Underberg · 3
only Fee Brothers · 2
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: Underberg · Fee Brothers