Why good drinks don’t sell: recording from Bevitec

All articles

Author REDIN team

Reading time 2 мин

Date 30.04.2026

Type News

Even a strong product can get lost on the shelf — it’s not about taste, but about how it is perceived.

In April, Sergey Redin spoke at Bevitec as part of the ABCR session. We’re publishing the recording of the talk and the presentation
The focus of this talk is not the product itself, but the gap between its actual quality and how it is perceived by the customer. At the shelf, decisions are made without tasting — and this is where packaging and branding become key drivers of choice.
The talk covers why high quality alone doesn’t guarantee sales, how the first impression of a drink is formed, and the role visual language plays in perceived value. It also highlights common mistakes that devalue a product and shows how research and a systematic branding approach can strengthen perception and increase value without changing the formula.
This material will be useful for those working with beverages who want their product to be chosen not only for its quality, but also for the strength of its brand.
Watch:
Presentation
Video