A cooler trial for soju succeeds or fails on three choices: which soju you test, where it sits, and what you judge it against. Our article on Asian RTDs in the convenience cooler makes the case for the category.
Choose the SKUs to trial
Two things shape the trial: the format and the base. Soju does not come in a can yet, so the base is the bigger decision.
Format
- No single-serve can. Soju is not yet sold in cans; cans are an RTD format. To test a can, trial an Asian RTD as a separate test.
- 375ml bottle. A format for sharing or taking home, suited to stores with stronger take-home trade and a bigger cooler set.
Base
- Wine-based. Sold in wine-licensed accounts, which is why it is often the easier fit for grocery and convenience. See our wine-based soju explainer.
- Distilled. Made from grain or other starches, so in many states it needs a spirits license. California and New York allow spirit-based soju to be sold under wine and beer licenses.
Trial one format and one base first, so you can tell what moved the number.
Place it next to something shoppers already compare it with
Put soju beside the seltzer and flavored malt set, or the single-serve wine and cocktail set, depending on your store. A shopper reaching for a light, flavored drink will see it. Placing it in a separate specialty bay hides it from the shopper you want.
Decide what you compare it with
Compare soju with the item it replaced, in the same weeks, in the same stores. Use units per facing per week, not total units, so a larger or smaller allocation does not skew the comparison.
A sample trial plan
This is a template, not an industry benchmark. Adjust the numbers to your store.
| Element | Example |
|---|---|
| Format | One wine-based soju in 375ml bottles, two flavors |
| Facings | Two facings per flavor, taken from the slowest-moving item in the set |
| Placement | Next to the single-serve wine and cocktail set, at eye level |
| Duration | Eight weeks, starting at a scheduled reset |
| Review metric | Units per facing per week, against the item it replaced |
| Decision rule | Compare average units per facing per week over weeks five to eight. Keep or expand if soju matches or beats the item it replaced; otherwise, return the space |
Two facings is a deliberately small starting point. It is enough to be seen and small enough to reverse. The right number depends on your set, so confirm it with your own sales data and your wholesale partner.
To talk through category planning for your accounts without commitment, contact our team through the RTM Imports contact page.