How to drive effective innovation in your drinks brand portfolio

You have 2 options.

Commercial (ComCo) vs Operations (OpCo) misalignment is more common than we think.

Very often companies think they are listening to the market but they just end up listening to capacity filling needs.

While driving production efficiencies is important, ComCo - OpCo meetings get so diluted that one ends up with vanilla solutions that do not please anyone.

Do not listen blindly to the market but if you have an intuition, stretch those production limitations.  

Henri Ford used to say that if he listened to the market he would have just made a faster horse.  
True, but...
... we have reached the opposite end, where instead, NPD are managed by production directors that would wish to have just one SKU with one liquid.

“Virtue is in the middle”, yet brands are built bottom up.