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The Q4 Activation Plan
110 real beverage activations through Oct 17. Where to show up, what sells, what to protect before Q4 ramps.
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What's inside
Timing
Friday and Saturday are 102 of 110 activations. See how each day converts.
Markets
Where it held up, which small-sample markets stood out, and where to check before you cut.
Buyer
Who is actually at the table: 87% of recorded activations skewed 35 to 54.
Objections
The four that come up most (taste, sugar, price, format) and what to do at the table.
Protect your shelf
17 of 110 activations flagged a restock or out-of-stock. How to build it out of the account.
Q4 calendar
Halloween, Thanksgiving, pre-Christmas and New Year's Eve, with brief-by dates.