Innovation Intelligence

INNOVATION INTELLIGENCE

Seeing what is changing. Understanding why. Finding what comes next.

The beverage industry generates an extraordinary amount of information. New products, emerging categories, acquisitions, consumer trends, technologies, packaging formats and brand strategies appear every day.

The challenge is no longer finding information.

It is knowing what matters.

Beverage Book’s Innovation Intelligence brings together the signals shaping the global drinks industry and turns them into insight, strategic context and opportunities for innovation.

We look beyond individual launches and headlines to understand the bigger patterns:

What is changing?
Why is it changing?
Who is acting on it?
Where are the white spaces?
And what can other beverage businesses learn from it?

Innovation Intelligence is built around two complementary perspectives:

The Beverage Innovation Matrix

Our proprietary framework for understanding how beverage companies innovate and where their next opportunities may lie. Our perspective on the trends, shifts and structural forces reshaping the drinks industry. Deep dives into the strategies, portfolios, acquisitions and innovation activity of the companies shaping the market.

The New Product Radar

A live view of new products, formats, flavors, ingredients, packaging and concepts entering the market.

Together, they turn scattered market signals into a clearer picture of where beverages are going and where the opportunities may be.

Latest on the Radar

Havana Club Iconica Unión

PARAGRAPH Chardonnay

Botivo Wintery Botanical Aperitivo

DALHO Soju

Campo Viejo Sangria Spritz

Goodrays alcohol-free beer range

View all launches →

Commercial Sales & Hospitality Expertise

Strategy Creates Opportunity. Sales Creates Growth.

Successful products don’t win in the marketplace through innovation alone. They succeed because of strong commercial execution, meaningful customer relationships and a clear route to market.

Alongside our strategic consulting practice, Beverage Book brings extensive hands-on experience developing hospitality, foodservice and retail markets throughout the United States.

Through Traubengold, we have represented premium European wine estates, introducing award-winning producers to restaurants, hotels, country clubs, specialty retailers and beverage distributors across New York and the Northeast.

From identifying new business opportunities and developing sales strategies to leading buyer presentations, educational tastings and commercial negotiations, we understand what it takes to build brands in highly competitive markets.

Our experience extends beyond selling products. We help clients develop beverage programs, establish distributor partnerships, build commercial pipelines and create long-term customer relationships that generate sustainable revenue growth.

Because we combine strategic consulting with practical sales leadership, we understand both the commercial realities facing suppliers and the expectations of hospitality operators, distributors and retail buyers.

Whether launching a new beverage, introducing an international producer to the U.S. market or expanding an established portfolio, we help brands move confidently from strategy to execution.

To remain closely attuned to fast-moving consumer trends, supply chain shifts, and category innovations, we operate our own importation business. This critical arm of our operation allows us to stay directly connected to international markets, discover emerging brands, and respond in real-time to changing market dynamics.

Commercial Expertise

Our experience includes:

Hospitality Sales
Foodservice Development
Beverage Program Development
Distributor & Wholesaler Management
Territory Development
National & Regional Account Management
Strategic Partnerships
Sales Presentations & Tastings
Contract Negotiation
Product Launches
Commercialization
Revenue Growth

Industries We Support

Beverage Manufacturers
Wine, Spirits & Beer Producers
Ingredient Suppliers
Hospitality Groups
Hotels & Resorts
Restaurants & Foodservice Operators
Retailers & Specialty Stores
Importers & Distributors
Food Manufacturers

Contact Us

Jan Schüler
jan@beveragebook.com
+1 917 935 9305

Locations

North America 05:47:25 pm

Europe 10:47:25 pm

Strategy + Growth

Beverage Book is a strategic growth partner for food and beverage companies looking to innovate, commercialize and expand in the U.S. market.

Founded by Jan Schüler, Beverage Book combines more than twenty years of international experience across consumer insights, product strategy, branding, commercialization and business development. Born and raised in Germany, Jan began his career in London before relocating to New York, where he has spent the past two decades helping multinational companies, entrepreneurial brands and family-owned producers build successful businesses in the United States.

Throughout his career, Jan has worked with organizations including Coca-Cola, Brown-Forman, Danone, Diageo, Döhler, Givaudan, Mintel, Nestlé, PepsiCo, Stylus and Unilever, while also founding and growing his own beverage consulting and import businesses. This unique combination of corporate, consulting and entrepreneurial experience provides clients with both strategic perspective and practical commercial expertise.

Unlike traditional consultancies, Beverage Book doesn’t stop at recommendations. We work alongside our clients to validate concepts, define compelling market positions, develop commercialization strategies, establish U.S. operations, secure distribution and build sustainable routes to market.

Because we also operate our own beverage import business through Traubengold, our advice is grounded in real commercial experience—not theory. We understand the challenges of bringing products to market because we have successfully built brands, developed distribution networks and grown hospitality and retail businesses ourselves.

Whether supporting a multinational ingredient supplier, an established beverage producer or an emerging international brand entering the U.S. market for the first time, our objective remains the same:

Helping food and beverage companies transform innovation into commercial growth.

Our Expertise

Strategy

Beverage Strategy
Product Strategy
Consumer Insights
Market Intelligence
Portfolio Development
Commercialization Strategy
Go-to-Market Planning

Commercialization

Brand Positioning
Product Launches
Route-to-Market Strategy
Commercial Partnerships
Revenue Growth
Portfolio Optimization
Sales Enablement

Market Expansion

U.S. Market Entry
International Business Development
Import & Regulatory Guidance
Distribution Strategy
Channel Development
Retail & Foodservice Expansion