Managing The Energy Drink Category

Energy Drinks

A category manager for packaged beverages can’t just put the basics in the cooler and hope the products will sell. They need to keep an eye on new products, which makes the job exciting, said Michael “MJ” Simons, category manager for MAPCO Express, Franklin, Tenn.

“We’ve got to be able to step back and react where we have to,” Simons said.

Category managers have had to react to a revival of the energy category over the past few years, to local trends and to the challenges of new regulations, such as those targeting cannabidiol (CBD) beverages, or state liquor………

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