Scan data gets thrown around in beverage like everyone’s supposed to already know what it is. In this episode, Julie breaks it down in plain English for beginners: what scan data actually measures, why it matters for chain business (and beyond), and how to use big-picture consumer trends without blindly copying what the “national data” says. The point isn’t to become a data analyst— it’s to make smarter decisions locally using the clearest signal we have of what people are actually buying.

What you’ll learn in this episode:

• What scan data is (and what it isn’t): the difference between what you shipped, what depleted, and what consumers actually bought
• Why scan data matters for chain retail — and why it also matters even if you’re not in chain
• How scan data helps you track macro consumer trends and translate them into hyper-local decisions
• The core scan concepts beginners need to understand (velocity, baseline vs promo, distribution, in-stocks context)
• How to use data as a tool for better decisions — not just a bunch of numbers you stare at
• Why data should support a bigger brand story, not replace it

Best For:

Beverage brands who sell their liquid wholesale, or who eventually plan to.

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