CASE STUDY: HEB Grocery in Texas

    BY:
  • Vine Connections

NOTABLE AWARDS

  • #1 Top U.S. Grocery Retailer, Dunnhumby 2020 
  • #9 America’s Largest Private Company, Forbes 2020
  • America’s Best Employers for Women, Forbes 2020
  • America’s Best Employers for Diversity, Forbes 2020

SALE OBSERVATIONS:

  • Grocery is a crowded in Texas - 1,864 supermarkets and grocery stores across HEB, WFM, Safeway, Albertsons, Randall’s, Walmart, Target, Trader Joe’s.
  • Originally focused on getting as many wine skus in as possible, resulting in 14 Argentina/Chilean skus in 60% of stores. Stores avg 2 PODs only. Sales in 2018 and 2019 were flat.
  • Sake was minimally sold - 207 cases in 2018 and 173 cases in 2019.
    HEB started investing in their Sushiya concepts (sushi, poke, potstickers, spring rolls) with major store space dedicated to it. No brands have been co-merchandising this prominent area.
  • In 2020, they heavily invested in online ordering and delivery.
  • Currently online: 6 sake / 327 red / 16 malbec / 152 white 40 sparkling / 29 rose / 26 boxed wine

CONVERSATION

  • Built strong relationship with the RNDC CAM.
    • Paired down pitch to prioritize La Posta to get more sales and distribution.
  • Highlighted consumer interest & data to push for distribution.
  • Showcased how to get La Posta & Tozai in all locations!
  • 2021 conversations focus on:
    • Pitching La Posta’s full, one-stop brand
    • Co-merchandising Sushiya for Tozai
    • Thematic pitches for sustainable, humanitarian projects