Consumers are no longer quietly adapting to market conditions…they’re actively reshaping the grocery industry. By rewriting the rules of how, where, and why they shop…it has created a grocery reality that demands a smarter, faster, and more flexible strategic approach. But the message to grocery retailers is clear…keep up or get left behind. And the need for customer-centric strategies is arguably most evident in merchandising…and more specifically within the beverage landscape (where innovation has been abundant). In fact, the beverage aisles (and coolers) are overflowing with boundary pushing opportunity…spanning flavor innovation to new category creation and even categorical mashups. Furthermore, there’s a powerful movement happening…one that’s packing beverages with functional ingredients previously only seen across the supplement aisle. No longer confined to niche brands targeting gym rats and granola heads…functional beverages have become household staples. But blindly pushing this exciting beverage industry era forward can sometimes cause potential challenges…which was the central topic of our dynamic conversation with the VP of National Merchandising at Albertsons Companies, Buster Houston. Yet, as you’ll quickly notice…it’s grocery industry leaders like Buster that really lean into these challenges, ensuring customers are wowed while also acting as helpful consultants to beverage brands vying for market share. Follow the Pour Decisions Podcast!Also, an extra special thanks to Cognizin for not only being the Title Sponsor of The Beverage Forum 2025...but supporting this awesome piece of content!