Avec Drinks has a niche market presence with non - alcoholic options that attract satisfied customers, which is a strong differentiator in the grocery market. However, it suffers from product quality issues, expired products, potential stockouts, limited variety, and slow performance. To enhance its retail performance, category managers should work with the brand to improve quality control to address product and expiration concerns. They should also collaborate on optimizing the supply chain to prevent stockouts. Introducing new product variants can tackle the variety problem and potentially boost sales, leveraging the brand's existing customer satisfaction and niche appeal to gain a larger share of the shelf.