Edna's Non Alcoholic Cocktail shows promise with a well - paced product release strategy and unique offerings like the Mezcalita, along with popular items such as the Paloma and non - alcoholic mojito. The growing category presents an opportunity for expansion. However, there are some subjective consumer dislikes and low volume in the non - alcoholic section. To enhance retail performance, category managers should focus on promoting the unique products to stand out in the market. They could also work with the brand to increase the product volume in the non - alcoholic section, leveraging the brand's strengths in innovation and popularity of certain items to mitigate the impact of subjective dislikes. This can help improve the brand's share of shelf and overall market position.