New SKUs are critical to the future of the beverage industry, but pose significant cost risks to wholesalers if unsuccessful. All new SKUs have a certain degree of risk. Wholesalers need to know how to measure and manage the selection of new SKUs. Just about every wholesaler has to deal with more SKUs than they want to carry. Suppliers are attempting to stimulate growth by introducing new sizes and flavors, a trend that has been ongoing for several decades. Consumers seek new items that meet...