Maker Wine, a premium canned wine brand from small - scale producers, has notable strengths. The provision of customer tastings can effectively drive consumer interest and potentially lead to higher repeat purchases. Marketing support and a supportive team can contribute to better brand visibility and retailer - brand cooperation. However, the brand has significant weaknesses. Insufficient pricing information makes it difficult for retailers to assess its competitiveness and for consumers to evaluate value. The lack of product details and limited review content impede both retailers and consumers from fully understanding the product. To improve shelf performance, Maker Wine should enhance its pricing transparency, provide comprehensive product details, and encourage more customer reviews. By leveraging its promotional strengths to offset these informational gaps, the brand can better position itself in the market and gain favor with category managers.