{"id":3046,"date":"2025-04-24T16:00:26","date_gmt":"2025-04-24T16:00:26","guid":{"rendered":"https:\/\/youradv-prod.local\/uncategorized\/relentless-advantage-emerging-brands\/"},"modified":"2025-11-19T20:03:27","modified_gmt":"2025-11-19T20:03:27","slug":"relentless-advantage-emerging-brands","status":"publish","type":"mrktblog-posts","link":"https:\/\/youradv.com\/mrktblog\/relentless-advantage-emerging-brands\/","title":{"rendered":"Relentless Advantage fuels nationwide growth for emerging brands\u00a0"},"content":{"rendered":"\n

With no small measure of pride, Robert Macias refers to his merchandisers as sharks.  <\/p>\n\n\n\n

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And in the hyper-competitive world of retail merchandising, that metaphor translates to a constant striving for in-store growth on behalf of brand clients.<\/p>\n\n\n\n

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\u201cMost merchandisers are gatherers, right?\u201d said Macias, director of retail execution for Relentless Advantage. \u201cYou’re going to gather the product, put it on the shelf. I want our sharks to be hunters.\u201d<\/p>\n\n\n\n

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That merchandising and marketing ethos is now manifest on a national stage through Relentless Advantage, a collaboration between brand incubator L.A. Libations and Advantage Solutions that\u2019s designed to scale emerging brands in retail.<\/p>\n\n\n\n

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\u00a0In the first few months of its existence, Relentless Advantage already has notched some notable wins for its clients, including growing distribution of the non-alcoholic beer Bero to more than 1,200 Target stores, inking a new agreement with Molson Coors Beverage Company to fuel growth for three of its brands, and amassing a robust portfolio of emerging brands poised for takeoff.<\/p>\n\n\n\n

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Macias, a former longtime Coca-Cola executive, grew Relentless Trade Solutions, a subsidiary of L.A. Libations, to operate in four western states. Now, he\u2019s national.\u00a0<\/p>\n\n\n\n

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Combined with Advantage\u2019s scale, Relentless Advantage is a powerhouse partner for emerging brands \u2014 a one-stop-shop that can provide a vast array of solutions including supply chain, headquarter sales, retail merchandising, demo and experiential support, and more.\u00a0<\/p>\n\n\n\n

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\u201cThe beauty of it for emerging brands is that as your brand grows, we have the scale and scope to expand your coverage as you graduate to large retailers across the country,\u201d said Michael Kuchman, director of retail execution for Advantage Solutions, and Macias\u2019s close partner in growing the business.\u00a0<\/p>\n\n\n\n

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Success stories already are stacking up. Earlier this year, Relentless Advantage helped dramatically\u00a0expand the distribution of Bero<\/a>, perhaps the hottest new non-alcoholic beer on the market.\u00a0<\/p>\n\n\n\n

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More recently, Relentless Advantage\u00a0began work this month supporting a trio of non-alcoholic brands from Molson Coors Beverage Company in select retailers nationally. Under terms of the agreement, Relentless Advantage is providing a range of merchandising services, including data and insights, retail activations, shelf stocking, auditing and more for Fever-Tree, ZOA and Naked Life, complementing its network of distributors.\u00a0<\/p>\n\n\n\n

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Relentless Advantage \u201chas the scale and relationships across retail that will help us get the extra activity, insights and data we need to continue building momentum behind our non-alc portfolio,\u201d says Kevin Nitz, vice president, non-alcoholic beverages at Molson Coors. \u201cWe\u2019ll be counting on the team to ensure our brands get the attention and exposure necessary to accelerate in the market.\u201d<\/p>\n\n\n\n

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Relentless Advantage is also poised to drive success for much smaller, independent emerging brands, Macias said, pointing to start-ups like Fresh Fizz, Happy Wolf and Better Sour. Backed by the considerable resources and expertise of Relentless Advantage, brands can gain distribution in national retailers, scale quickly and earn shopper loyalty.\u00a0<\/p>\n\n\n\n

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\u201cRelentless is the A-team at retail execution across channels,\u201d said Bella Hughes, co-founder of Better Sour, in a statement. \u201cThey understand what it takes to win, whether you\u2019re launching a new account and have a reset, or you\u2019re working to increase velocity in established accounts. Their deep expertise and level of integrity makes them a natural partner for where we\u2019re growing.\u201d<\/p>\n\n\n\n

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Ultimately, helping an emerging brand to grow requires understanding the founder\u2019s unique vision and goals, Macias said. From there, he said, Relentless Advantage can help fill in the gaps.<\/p>\n\n\n\n

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That could be handling logistical concerns like managing supply chain and warehousing, or designing and executing sampling programs to introduce more shoppers to a brand. Or, it could be developing cost-of-goods marketing programs or arming founders with data, insights and analytics to help shape their strategic decisions.\u00a0\u00a0<\/p>\n\n\n\n

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As brands earn their way to expansion, they can tap into the power and scale of Advantage, which has the ability to open doors in large national retailers and ensure their product is merchandised correctly, on shelf, priced right and positioned to sell.\u00a0<\/p>\n\n\n\n

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Look no further than the \u201cmodern soda\u201d set in Walmart. Advantage\u2019s retail merchandising team partnered with Walmart and four emerging soda brands to create a unified shelf set that serves as a leading example of retail execution.\u00a0<\/p>\n\n\n\n

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With promising early returns, the strategy \u2014 developed in collaboration with Advantage \u2014 is paying dividends for the brands and the retailer, said Dwayne Drummonds, executive vice president of Advantage\u2019s Walmart team.\u00a0\u00a0<\/p>\n\n\n\n

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\u201cBecause of our strong scale, relationships and flexibility, we\u2019ve got a true collaboration with Walmart and the suppliers of modern soda brands to grow overall sales and meet consumer needs,\u201d Drummonds said.<\/p>\n\n\n\n

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Relentless Advantage is unique in its ability to nurture emerging brands and guide them to such opportunities, Kuchman said.\u00a0<\/p>\n\n\n\n

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\u201cBrands are realizing the value of having one organization that can provide them with scale and support all along the way,\u201d Kuchman said. \u201cRelentless Advantage is a one-stop shop for emerging brands. They can grow with us and we can take them anywhere.\u201d\u00a0<\/p>\n\n\n\n

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With no small measure of pride, Robert Macias refers to his merchandisers as sharks.   And in the hyper-competitive world of retail merchandising, that metaphor translates to a constant striving for in-store growth on behalf of brand clients. \u201cMost merchandisers are gatherers, right?\u201d said Macias, director of retail execution for Relentless Advantage. \u201cYou’re going to gather […]<\/p>\n","protected":false},"featured_media":3047,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"mrktblog-category":[41],"class_list":["post-3046","mrktblog-posts","type-mrktblog-posts","status-publish","format-standard","has-post-thumbnail","hentry","mrktblog-category-advantage-news"],"acf":[],"yoast_head":"\nRelentless Advantage fuels nationwide growth for emerging brands\u00a0 - Advantage Solutions<\/title>\n<meta name=\"description\" content=\"Relentless Advantage, a collaboration between Advantage Solutions and L.A. 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