Want to unleash faster growth in adult non-alcoholic drinks? Get ready to break some rules. That’s the verdict of veteran category exec Jill Sites, who recently concluded a stint as EVP of sales at non-alc brand The Pathfinder. The issues blocking further ANA category growth are “the words, ‘it’s how we've always done things,’” lamented Sites. “Until we break them or at least bend them, I don't think this category can grow the way it needs to.” Sites has been part of that growth story; along with her tenure at The Pathfinder, she’s consulted and worked across a roster of emerging ANA brands including Little Saints, Ted Segers and Boisson. We chatted with Sites about what’s next in alcohol alternatives, how to motivate distributors and strategics, and where the strategy gaps are for NA brands. What she said on motivating distributors: “All distributors – big, small, doesn't matter – they want profit, they want margin, they want velocity. You need to go get them those things, whether you do it from an office in the middle of the country or you do it with 10 people on the ground.” Many brands lost their national distribution partners this year, but smaller brands nevertheless have an opportunity: to build a quilt of distribution with smaller wholesalers, advised Sites. And while you’re at it - focus on new channels too. What she said about strategy gaps in NA: “Everyone is focused on retail, but all those doors are not providing equal velocity, and it's very easy to get discontinued and never allowed back in. On-premise is a huge part of the flywheel for retail, that not enough NA RTDs are focused on.” Read the full interview | 
