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BEVERAGES Topping up drink sales despite ‘seismic’ shift Amid the uncertainty, how is the beverage catgeory ensuring it continues to succeed? By Nicholas Rider. B usinesses and industries of all shapes and sizes have been affected by the COVID-19 pandemic to some degree over the past few months. The beverages category has been no exception. According to Australian Beverages Council CEO Geoff Parker, COVID-19 has caused a “seismic” shift in the way in which the council’s manufacturing members and suppliers interact to ensure convenience stores and supermarket shelves remain as well stocked as possible. “One of the most notable aspects of COVID-19 for the drinks industry has been the speed of adaptation,” he said. “The industry is known for its innovation in new product development, branding and marketing, but few could have prepared for the disruptive change of the past few months. 40 CONVENIENCE WORLD MAY/JUN, 2020