We believe in the power of brands and the power of retailers to build brands that are more connected to their customers than mass market "national brands."
Strong brands communicate, assure standards and invoke feelings and imagery which enhance consumer's experiences. As a result these brands are less price sensitive. Very few store brands or private label brands qualify as strong brands. In no other category is this more true than in the highly image conscious packaged beverage category. While opportunity abounds for beverage retailers in this category, success has remained elusive due to the challenges of producing premium exclusive brands that connect with beverage consumers.
While there are a few private label commodity beverage providers, none have the talent or passion needed to develop brands capable of competing with the best national brands. Most of these providers focus on making a cheaper product that sells for less. Price however, is not the driving force with most packaged beverage consumers.
For national brand beverage companies, they may have the talent to create successful new products, but it is not one they often choose to share with retailers. To do so could lower their margins and cannibalize their own brand sales. Furthermore, if they had a promising brand concept, they would not want to limit their market by offering it on an exclusive basis. Should a national brand beverage company venture in this area, they may do so to exert influence over the retailer to benefit their existing products and future new product introductions. This influence can have the negative effect of increasing a retailers costs and prohibiting them from managing their categories in the best interest of their customers.
It is from these beliefs that our company was founded.
Fluid Motion Beverage Inc. is uniquely positioned to provide you with the best custom branded beverages, thereby allowing you to sell them for a higher price, make more margin and increase loyalty through their exclusivity. Because we are independent, you have more leverage with your national brand suppliers, not less.
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