West Peak's premium sparkling spirits have some strengths like brand growth support, competitive pricing in certain cases, and good advertising that generates high demand. The good packaging and decent quality contribute to customer enjoyment and sales increase, appealing to the crowd. However, the brand suffers from low brand awareness, visibility issues, and insufficient promotions, which lead to slow sales. Distribution delays and stock shortages also impact its performance. To improve, category managers should increase advertising and promotions, especially through social media, to boost brand recognition. They should also work with the brand to address distribution problems and adjust pricing to be more competitive, leveraging the product's real - fruit and real - spirits unique selling point for better market differentiation and shelf performance.