L2 Research Lead Bill Duffy shares insights from L2’s second Beverages report, which examines and rates the digital performance of 116 beverage brands.

Instead of selling directly to consumers, most brands should focus on redirecting them to retailers and their sites – both features that saw substantial growth in the past year. However, many brands remain reluctant to send consumers down the purchase path.

Most brands are present on major retailers. Virtually all brands appear on Walmart’s site, although many neglect the omnichannel experience the retailer offers. Boost outperforms in this regard, offering free shipping and pickup for a range of products.

Amazon is dominated by major brands, although a handful of smaller brands like Sparkling Ice have managed to break through. The Sparkling Ice site features prominent links to Amazon, where the brand scores high visibility on relevant category terms.

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