Listings and Delistings

Please do not email your submission; only submit using the Box link provided. We ask that you do not submit Sell Sheets and only submit your product(s) using our template so we can fairly and accurately review all products. Note, the template may change each quarter. Pay close attention that you are using the most up-to-date submission document. When submitting your materials, pay close attention to the two different links provided for Product Submission and Photo Submission. The submission link will close at the end of the submission period. The submission period is open for multiple weeks and products can be submitted at any time during that period.

Following is a list of the most frequently asked questions about submitting new products to Virginia ABC. For complete information about policies and procedures for Virginia ABC vendors and brokers, please see the Supplier Manual (PDF) or contact Virginia ABC's Marketing Division at [email protected].

 

Has your product been certified by the Alcohol And Tobacco Tax And Trade Bureau?

All products must first be approved by the Alcohol and Tobacco Tax And Trade Bureau (TTB) before they can be sold in the Commonwealth of Virginia.

Does your product have all the necessary codes (UPC, SCC and CSC)?

A UPC or “Universal Product Code” is the 12-digit barcode found on almost all items in North America. UPCs are the unique configurations consisting of a block of black and white bars with an accompanying number that appear on each individual product in the American retailing system and allow for tracking and ringing up items in stores. UPCs help standardize the identities of millions of products across various manufacturing, distribution and retailing systems, ensuring that everyone in the marketplace is buying and selling exactly what they think they’re buying and selling. See an example UPC below:

An SCC or “Shipping Container Code” is the 14-digit barcode placed on the outside of a shipping carton or pallet. The SCC allows Virginia ABC to scan the shipment of multiple units of your product as it comes into the bailment warehouse. It tells the system how many units of product will be included in a standard shipping carton. This information will be entered in Virginia ABC’s inventory management system. When your SCC is scanned, the system recognizes that a shipment of X number of individual units of your product arrived from your company. An SCC can be obtained by contacting GS1 US at:

GS1 US
7887 Washington Village Drive
Suite 300
Dayton, OH 45459
Ph: (937) 435-3870
Fax: (937) 435-7317
Email: [email protected]

See an example SCC below:

The “Control State Code” (CSC) is a unique six-digit number identifying alcoholic beverage BRANDS and SIZES sold in control states. Distilled spirits and fortified wines are assigned a six-digit code that will always begin with a zero, while six-digit codes for all other wines begin with varying numbers that are determined by type. In addition to the unique six-digit code, each product has a three-digit prefix to identify its class and a two-digit suffix to identify its size. The established structures will be used to code alcoholic beverage products. Any product listed in Virginia must be assigned a CSC number. For more information see the National Alcohol Beverage Control Association’s (NABCA) website.

See an example CSC below:

Do you have the capacity to provide product on the scale needed by Virginia ABC?

A supplier must be able to meet a minimum stocking quantity amounting to one case per store based on the number stores assigned and backup warehouse stock. If the product will not be available as needed, it is best to delay the listing submission.

Do you have a distribution network developed to provide product to Virginia ABC on a timely basis?

If the product is successful in sales, then you will be expected to promptly replenish the product’s inventory in the Virginia ABC bailment warehouse in order to maintain the minimum inventory levels. If minimum inventory levels are not maintained and Virginia ABC retail store orders go unfulfilled, or the product displays a pattern of being out of stock, Virginia ABC has the option to delist the product.

Has a product promotional plan been developed?

How will you promote your product so customers are aware of it and purchase it from Virginia ABC? Be as detailed as possible. This is important because if after the initial 15 month grace period the product has not met the minimum sales threshold, it will be a candidate for delisting.

How does the product “fit” in Virginia ABC’s current product line?

Does Virginia ABC currently sell products similar to your product? If so, what makes your product different and why will customers decide to buy yours over another? Does your product fit a niche that is not currently filled by products sold through Virginia ABC? *Note: Virginia ABC retail stores are only authorized to sell distilled spirits, wine produced from farm wineries, vermouth, mixers and rim garnishes.

How do I get my products listed with Virginia ABC?

Virginia ABC considers new products on a quarterly basis. The submission period typically begins 6 months before on-shelf date. To be considered, a new product must be presented to the Virginia ABC Listing Committee for evaluation. Listings decisions are based on criteria such as:

• Brand strength/recognition
• Price
• Category need
• Category trends
• Sales in other states
• Marketing support (in-store sampling, consumer promotion, price discounting support, on-premise promotion)
• Packaging and appearance
• Past sales history through special order demand/customer requests and/or one-time buys

Additional consideration may be given to products that are made or distilled in the Commonwealth of Virginia or that have been awarded the distinction of “Virginia’s Finest” by the Virginia Department of Agriculture and Consumer Services.

The Listings Committee selects products for broad distribution (e.g., 100 stores), limited distribution, one-time buy and/or special order catalog.

Virginia ABC continually adapts its evaluation criteria and profit margin requirements to meet changing business needs. For more detailed information on the requirements for presenting a product to the Listing Committee, see the Supplier Manual (PDF).

After all listing presentations have been held, the Listings Committee will make decisions on whether to accept or reject a product based on the listing criteria detailed above. Vendors who have submitted products for consideration will be notified in writing of the results of the decision. 

What do I need to know about the listing presentation?

Presentations are limited to 20 - 30 minutes in which the presenter should:

• Be prepared to address the listing criteria detailed above.
• Provide a listings presentation using the template provided. Please follow this template and include all requested information.

Provide two samples of each product submitted for consideration to the listing presentation to Virginia ABC's Marketing Division prior to your scheduled listing presentation.

Do I need to do anything after my product is listed?

In order to maintain your product’s active status in Virginia ABC’s product catalog, the sum of your product’s contribution across a rolling 12 month period must not fall into the bottom 20% of four performance hierarchies: Total Overall Dollars, Total Dollars per Merchandising Category, Total Dollars per Merchandising Category/Price Tier, and Total Dollars per Merchandising Category/Price Tier/Unit Size (mL volume).

A new product is given 15 months from its on-shelf date before it is eligible for delist consideration. If a product falls into the bottom 20% of all four performance hierarchies, that product will be recommended for delisting. Prior to delisting, Virginia ABC will perform a qualitative review of all products recommended for delist.

A product’s contribution to the four performance hierarchies will be measured on the basis of sales per attached store. Virginia-made products will be held to one half of the threshold for non-Virginia products. Virginia ABC will consider reducing the number of attached stores for products that could be eligible for delist only before that product is recommended for delist.

Virginia ABC publishes updated delist performance reports for all products on a monthly basis. Please contact the Virginia ABC's Marketing & Merchandising Division at [email protected] for the most recent data.

Delisted products will be closed out in Virginia ABC stores and any product stored in Virginia ABC's bailment warehouse will need to be retrieved by the supplier.