Setting New Standards in Category Management at Carlsberg Britvic

The Challenge

Carlsberg Britvic sought to elevate category capability across its commercial teams. The ambition was to build a common language and embed category thinking as a core commercial driver linking analysis, storytelling, and execution.

Our Approach

We designed and delivered a five-day, face-to-face Category Management Essentials programme for on and off trade UK category teams.

The programme combined:

• Core category management principles (shopper, retailer, and category dynamics)
• Technical capability building (data analysis, range logic, space and merchandising)
• Storytelling and influence skills to land insights with customers and stakeholders
• Practical application, using real business challenges and live category examples
• Collaborative working sessions to embed learning and unlock immediate value

The Impact

• A shared category language across commercial teams
• Greater confidence in using data and insight to drive decisions
• Tangible outputs and actions applied directly to live categories