Doubling sales in any category within a four year time span would be an audacious goal for any retailer, but that was the objective Walmart set for itself in the beer category last fall, according to Bloomberg.
Walmart recognized it was underpenetrated in the beer category and decided to do something about it. Senior merchants set a lofty goal, created an appropriate structure with adequate resources and set out to execute a strategy. Pretty basic stuff with significant implications for other categories because when Walmart is able to function in a highly coordinated manner across the entire organization, it can drive sales like no other.
See what Bloomberg had to say about the approach in the beer category.