The convergence of frozen desserts with alcoholic beverages represents a novel product category aimed at adult consumers. Products of this nature, sometimes sought after at large retail outlets, combine the creamy texture of traditional ice cream with the flavor profiles and effects of alcohol. These items offer an alternative method of consumption for alcoholic beverages, particularly during warmer seasons or social gatherings.
The potential advantages of these products include controlled portion sizes, offering a different sensory experience compared to traditional alcoholic drinks, and appealing to consumers who prefer sweeter tastes. Historically, the combination of food and alcohol has been a part of numerous cultures. The rise of commercially available alcoholic ice cream reflects a contemporary adaptation of this practice, catering to evolving consumer preferences for convenience and novelty.
The subsequent discussion will delve into various aspects of this unique product category, including legal considerations, consumer demographics, and potential health implications. Factors influencing availability and distribution channels will also be examined to provide a comprehensive overview of the market.
1. Retailer Selection
Retailer selection constitutes a critical determinant in the accessibility and market penetration of alcoholic ice cream products. The presence, or absence, of such items at a specific retailer, such as Walmart, directly impacts consumer access. Walmart, being a major retail corporation with a widespread presence, represents a significant potential distribution channel. If Walmart chooses to stock alcoholic ice cream, it makes the product available to a substantial portion of the population. Conversely, its decision not to carry such items limits consumer reach and potentially impacts overall sales volume for manufacturers. For example, if a local grocery chain carries an item when Walmart doesn’t, that chain may experience an increase in that item’s sales.
The factors influencing retailer selection are multifaceted. Legal and regulatory frameworks regarding alcohol sales within a given jurisdiction play a prominent role. Walmart, like other retailers, must adhere to state and local laws concerning alcohol distribution, licensing, and age verification. Consumer demand within a store’s particular demographic is also a key consideration. If Walmart’s market research indicates low consumer interest in alcoholic ice cream within a specific store’s catchment area, it may choose not to stock the product. Furthermore, internal corporate policies related to product selection and risk management may influence the decision-making process.
Ultimately, the decision of a major retailer like Walmart to stock or abstain from stocking alcoholic ice cream reflects a complex interplay of legal constraints, consumer demand, and internal corporate strategy. Understanding this dynamic is essential for manufacturers seeking to bring alcoholic ice cream products to a broader market and to consumers interested in purchasing such items. The lack of availability at a major chain may necessitate reliance on smaller retailers or alternative distribution channels, potentially increasing product cost and limiting overall market reach.
2. State Regulations
State regulations exert a profound influence on the viability and distribution of alcoholic ice cream products, particularly regarding their presence in retail outlets like Walmart. These regulations dictate the permissible alcohol content, licensing requirements for both manufacturers and retailers, and stipulations concerning sale and consumption. The absence of explicit regulatory frameworks can create ambiguity, hindering widespread adoption by major retailers. For instance, a state that requires a specific liquor license for any product containing alcohol, regardless of its classification as food, may deter Walmart from stocking alcoholic ice cream, given the added complexity of licensing and inventory management. Conversely, states with clear and permissive regulations are more likely to see these products on shelves.
The impact of state regulations extends beyond mere permissibility. Restrictions on alcohol sales hours, location of sale (e.g., limitations on selling alcohol in grocery stores), and age verification protocols all contribute to the operational burden for retailers. A state with stringent regulations on alcohol sales may necessitate separate checkout lanes or specialized training for employees handling alcoholic ice cream, increasing overhead costs for Walmart and potentially making it less attractive to stock the product. In contrast, states with more relaxed regulations could see wider distribution, as the operational burden for retailers is lessened. This difference is visible between states with “dry counties” and those without alcohol sales restrictions.
In summation, state regulations constitute a crucial determinant in the availability of alcoholic ice cream products at major retailers like Walmart. These regulations directly influence the costs, risks, and logistical challenges associated with stocking and selling such items. A comprehensive understanding of the regulatory landscape within a given state is therefore essential for manufacturers seeking to enter the market and for consumers seeking access to these products. The interplay between state laws and retailer decisions ultimately shapes the consumer landscape for alcoholic novelty items.
3. Product Licensing
Product licensing serves as a crucial regulatory mechanism governing the production, distribution, and sale of alcoholic ice cream, particularly concerning its potential availability at large retailers like Walmart. This process ensures compliance with legal standards and revenue collection while regulating market entry and operations.
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Manufacturing Licenses
The production of alcoholic ice cream necessitates specific manufacturing licenses issued by state or federal authorities. These licenses verify that the production facilities adhere to stringent health and safety standards, ensuring product integrity and consumer safety. For instance, facilities must demonstrate proper sanitation procedures and ingredient sourcing to obtain and maintain licensure. Failure to comply can result in suspension or revocation of the license, precluding production and subsequent distribution to retailers such as Walmart.
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Distribution Licenses
Distributing alcoholic ice cream from the manufacturing facility to retail outlets necessitates a separate distribution license. These licenses regulate the transportation and storage of alcoholic beverages, guaranteeing proper handling and preventing illicit sales. Distribution licenses often stipulate requirements related to temperature control during transit and secure storage facilities to maintain product quality and prevent spoilage. Without the appropriate distribution licenses, manufacturers cannot legally supply their products to Walmart, restricting market access.
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Retail Licenses
For Walmart to legally sell alcoholic ice cream, it must possess a valid retail license permitting the sale of alcoholic beverages. These licenses are typically issued by state or local authorities and are subject to strict regulations, including age verification protocols and limitations on sales hours. Walmart’s ability to obtain and maintain the requisite retail licenses is contingent upon compliance with all applicable laws and regulations. Violations can result in fines, suspension of the license, or even revocation, which would prohibit the sale of alcoholic ice cream at Walmart locations within the affected jurisdiction.
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Ingredient and Formula Approvals
Beyond general manufacturing and sales licenses, the specific formula and ingredients used in alcoholic ice cream may require separate approvals from regulatory agencies. These approvals ensure that the ingredients are safe for consumption and that the alcohol content is within legally permissible limits. Manufacturers must submit detailed information about their product formulation, including the type and quantity of alcohol used, for review and approval. If a product fails to meet these standards, it cannot be legally manufactured, distributed, or sold, effectively preventing its availability at retailers like Walmart.
The interconnected nature of these licensing requirements underscores the complexity involved in bringing alcoholic ice cream to market and making it available at a major retailer such as Walmart. Each stage of the process, from manufacturing to retail sale, is subject to regulatory oversight, ensuring product safety and responsible consumption. Compliance with these regulations is paramount for manufacturers and retailers alike, as violations can result in significant penalties and limit market access.
4. Distribution Networks
Distribution networks represent the logistical infrastructure that enables alcoholic ice cream products to reach consumers through retailers such as Walmart. The efficacy of these networks directly impacts product availability, shelf life, and ultimately, consumer access. The successful navigation of these networks is essential for manufacturers seeking to establish a market presence.
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Temperature-Controlled Logistics
Maintaining the integrity of alcoholic ice cream requires strict adherence to temperature controls throughout the distribution process. This necessitates refrigerated trucks, warehouses, and storage facilities capable of sustaining sub-freezing temperatures. Any deviation from these temperature requirements can lead to product spoilage, rendering it unsaleable. Specialized logistics providers experienced in handling frozen goods are often employed to mitigate these risks. The cost associated with temperature-controlled logistics can significantly influence the final retail price and the economic viability of distributing to geographically dispersed Walmart locations.
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Third-Party Logistics (3PL) Providers
Manufacturers often leverage 3PL providers to manage their distribution networks, offering economies of scale and specialized expertise. These providers handle warehousing, transportation, order fulfillment, and inventory management, allowing manufacturers to focus on product development and marketing. Walmart, with its complex supply chain requirements, often works directly with 3PL providers, necessitating that alcoholic ice cream manufacturers align their distribution strategies accordingly. This alignment includes adhering to Walmart’s specific delivery schedules, packaging requirements, and electronic data interchange (EDI) standards.
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Regulatory Compliance and Licensing
The distribution of alcoholic beverages is subject to stringent regulatory oversight at both the state and federal levels. This includes obtaining the necessary licenses for transportation, warehousing, and handling of alcoholic products. Distribution networks must comply with these regulations to avoid fines, penalties, and potential disruptions to their operations. Furthermore, interstate distribution requires adherence to varying state laws, adding complexity to the logistical process. Walmart, as a national retailer, requires its suppliers to demonstrate compliance with all applicable regulations, placing a significant burden on alcoholic ice cream manufacturers and their distribution partners.
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Inventory Management and Forecasting
Effective inventory management is crucial to ensure that alcoholic ice cream products are available to consumers without incurring excessive storage costs or risking product spoilage. Distribution networks must accurately forecast demand to optimize inventory levels at Walmart distribution centers and individual store locations. This requires sophisticated data analytics and collaboration between manufacturers, distributors, and Walmart’s inventory management teams. Inaccurate forecasting can lead to stockouts, lost sales, and diminished consumer satisfaction. The perishable nature of ice cream further complicates inventory management, requiring efficient stock rotation and timely delivery.
The success of alcoholic ice cream products within the Walmart ecosystem hinges on the ability of manufacturers and their distribution partners to effectively navigate these complex logistical challenges. Temperature control, regulatory compliance, 3PL partnerships, and inventory management all play critical roles in ensuring product availability and consumer satisfaction. The absence of a robust and well-managed distribution network can significantly impede market penetration and limit the potential for growth.
5. Consumer Demand
Consumer demand serves as a primary driver influencing the availability and market success of alcoholic ice cream at retailers like Walmart. Understanding the nuances of this demand is crucial for manufacturers and retailers alike in determining product viability and distribution strategies. The presence or absence of consumer interest directly correlates with Walmart’s decision to stock such items.
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Market Trends and Preferences
Consumer preferences for novel and convenient alcoholic beverages significantly influence demand for alcoholic ice cream. Trends toward pre-mixed cocktails, ready-to-drink beverages, and innovative flavor combinations create a conducive environment for the introduction of such products. For example, the increased popularity of craft cocktails and artisanal food products has fueled consumer interest in unique and premium alcoholic offerings. If market research indicates a strong overlap between these trends and Walmart’s customer base, the retailer is more likely to consider stocking alcoholic ice cream.
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Demographic Factors and Target Markets
Demographic factors, such as age, income, and geographic location, play a critical role in shaping consumer demand for alcoholic ice cream. Younger consumers, particularly millennials and Generation Z, are often more receptive to novel and unconventional products. Similarly, higher-income individuals may be more willing to spend on premium or artisanal alcoholic treats. Geographic location also influences demand, with warmer climates potentially exhibiting greater interest in frozen alcoholic desserts. Walmart analyzes demographic data to identify target markets and tailor its product offerings accordingly. If the retailer determines that a significant portion of its customer base aligns with these demographic profiles, it increases the likelihood of stocking alcoholic ice cream.
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Seasonality and Occasions
Consumer demand for alcoholic ice cream is often subject to seasonal fluctuations and influenced by specific occasions. Demand typically peaks during warmer months, such as summer, when consumers seek refreshing and indulgent treats. Special occasions, such as holidays, parties, and outdoor events, also drive demand for alcoholic desserts. Walmart considers these seasonal patterns and event-driven purchasing behaviors when making inventory decisions. If the retailer anticipates a surge in demand during a particular season or event, it may stock alcoholic ice cream to capitalize on the increased consumer interest.
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Marketing and Promotion Strategies
Effective marketing and promotion strategies can significantly influence consumer demand for alcoholic ice cream. Targeted advertising campaigns, social media engagement, and in-store promotions can raise awareness and generate interest in the product. For example, collaborations with popular influencers or partnerships with established alcoholic beverage brands can enhance product visibility and credibility. Walmart evaluates the marketing and promotion plans of potential suppliers when making product selection decisions. If the retailer believes that a supplier’s marketing efforts will effectively drive consumer demand, it is more likely to stock alcoholic ice cream.
In conclusion, consumer demand serves as a pivotal factor in determining the availability of alcoholic ice cream at Walmart. Understanding market trends, demographic factors, seasonality, and the impact of marketing strategies is essential for manufacturers and retailers seeking to succeed in this niche market. The alignment of consumer preferences with Walmart’s strategic objectives ultimately dictates whether alcoholic ice cream finds a place on the retailer’s shelves.
6. Brand Partnerships
The collaborative relationships formed between alcoholic beverage manufacturers and ice cream producers represent a critical factor in determining the presence and success of alcoholic ice cream products within retail environments like Walmart. These partnerships often provide synergistic benefits, leveraging the expertise and brand recognition of each entity to penetrate the market effectively.
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Co-Branded Product Development
The creation of jointly branded alcoholic ice cream products allows both the alcohol and ice cream brands to cross-promote to each other’s customer bases. A well-known spirits brand, for example, might partner with a regional ice cream maker to produce a limited-edition flavor featuring the spirit. This strategy provides immediate credibility and access to established distribution channels. For Walmart, stocking a co-branded product mitigates risk due to the pre-existing brand recognition and potential customer appeal. Examples include collaborations between distilleries and ice cream companies, creating unique flavors like bourbon pecan pie or vodka-infused raspberry swirl.
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Licensing Agreements
Licensing agreements allow ice cream manufacturers to utilize the brand name and flavor profiles of established alcoholic beverages. This offers a faster route to market compared to developing novel recipes and branding from scratch. For instance, an ice cream company might license the name and flavor of a popular rum to create a rum-flavored ice cream, indicating the inclusion of alcohol. These deals provide brand name recognition for product at places such as Walmart, aiding in product placement and potential sales. These agreements specify quality control standards to protect both brands’ reputations.
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Distribution Synergies
Partnerships can streamline the distribution process, a significant hurdle for smaller ice cream manufacturers seeking to enter the alcoholic beverage market. Established alcoholic beverage distributors often possess the infrastructure and relationships necessary to navigate complex regulatory requirements and reach a wide network of retailers, including Walmart. Collaborating with these distributors allows ice cream manufacturers to leverage existing distribution channels, reducing logistical challenges and costs. This can include direct store delivery options.
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Marketing and Promotional Campaigns
Joint marketing and promotional campaigns can amplify the reach and impact of alcoholic ice cream products. By combining the marketing resources and expertise of both the alcoholic beverage and ice cream brands, these campaigns can effectively target relevant consumer segments and generate excitement around the product. This includes collaborative social media campaigns, in-store promotions, and cross-promotional advertising. Walmart benefits from these joint marketing efforts, as they drive consumer traffic and increase the likelihood of product success. For example, sampling events in-store can highlight the product.
These brand partnerships are not merely symbolic arrangements; they represent strategic alliances that can significantly enhance the market viability of alcoholic ice cream products within retail environments like Walmart. By leveraging shared resources, expertise, and brand recognition, these collaborations increase the likelihood of product success and contribute to the growth of this emerging market segment.
7. Inventory Management
Inventory management constitutes a critical determinant in the successful stocking and sale of alcoholic ice cream at Walmart locations. The confluence of factors inherent to the product category, including stringent regulatory requirements for alcohol, temperature sensitivity of ice cream, and potential demand volatility, necessitates meticulous inventory control. Effective inventory management directly impacts product availability, minimizes spoilage, and ensures regulatory compliance, all of which contribute to profitability and customer satisfaction. For example, failing to accurately forecast demand during peak seasons could result in stockouts, leading to lost sales and customer dissatisfaction. Conversely, overstocking can lead to spoilage, requiring costly disposal and negatively impacting profit margins.
The practical application of sophisticated inventory management techniques is essential for Walmart in the context of alcoholic ice cream. This includes the utilization of real-time data analytics to monitor sales trends, predict demand fluctuations, and optimize stock levels at individual store locations. Walmarts inventory systems must also integrate with supplier networks to ensure timely replenishment and prevent disruptions in the supply chain. Moreover, adherence to strict temperature control protocols throughout the storage and handling process is paramount to prevent product degradation. A breakdown in temperature control, even for a short period, can render the ice cream unsaleable, leading to significant financial losses. This might also include a system of FIFO (first in, first out) product storage.
In conclusion, effective inventory management is not merely a logistical concern; it is an indispensable component of successfully offering alcoholic ice cream at Walmart. Accurate demand forecasting, rigorous temperature control, and seamless integration with supplier networks are essential for maximizing profitability, minimizing waste, and ensuring regulatory compliance. The challenges inherent in managing this unique product category necessitate a proactive and data-driven approach to inventory control. In the absence of such an approach, Walmart risks incurring financial losses, damaging its reputation, and failing to meet consumer demand.
8. Pricing Strategy
Pricing strategy serves as a critical determinant in the success or failure of alcoholic ice cream products within a retail environment such as Walmart. It directly influences consumer demand, profitability, and market positioning. The establishment of a pricing model necessitates a careful consideration of various factors, including production costs, competitor pricing, target market demographics, and perceived product value. An inappropriately priced product, whether too expensive or too cheap, risks alienating potential customers and hindering sales. If alcoholic ice cream is priced significantly higher than comparable non-alcoholic options, consumers may be reluctant to purchase it, especially if they perceive the added value of alcohol as minimal. Conversely, pricing it too low could devalue the product in the eyes of consumers, leading them to question its quality or authenticity. Consider the pricing of premium ice cream brands versus standard brands, and how the alcohol content factors into this equation.
Implementation of an effective pricing strategy requires ongoing monitoring and adjustments to adapt to changing market conditions and consumer preferences. Walmart, for example, might employ a dynamic pricing model, adjusting prices based on factors such as seasonality, promotional campaigns, and competitor pricing actions. Moreover, the pricing strategy must align with the overall marketing and branding strategy for the product. A premium-priced alcoholic ice cream should be positioned as a high-quality, indulgent treat, while a more competitively priced option might focus on affordability and accessibility. Volume discounts could also be used to incentivize larger purchases. The introduction of a new product requires close consideration to its price point and to the brand alignment.
In summation, a well-defined and executed pricing strategy is indispensable for achieving success in the alcoholic ice cream market at Walmart. This requires a thorough understanding of cost structures, competitive dynamics, consumer behavior, and brand positioning. The interplay of these factors dictates the appropriate price point and ensures that the product remains attractive to consumers while maximizing profitability for both the manufacturer and the retailer. Failure to adopt a strategic pricing approach can lead to diminished sales, reduced profit margins, and ultimately, product failure.
9. Age Verification
The intersection of age verification and the sale of alcoholic ice cream at retailers such as Walmart presents a critical point of regulatory and ethical consideration. Due to its alcohol content, alcoholic ice cream falls under the purview of laws governing the sale of alcoholic beverages. Therefore, strict age verification protocols are mandatory to prevent underage access. The failure to adequately verify the age of purchasers can result in significant legal penalties for both the retailer and its employees, including fines, suspension or revocation of alcohol sales licenses, and potential criminal charges. This regulatory landscape necessitates robust systems and procedures to ensure compliance.
Effective age verification requires a multi-faceted approach. Point-of-sale systems must prompt cashiers to request valid photo identification from any customer appearing to be under a specified age, typically 30 or 40. Acceptable forms of identification include driver’s licenses, state-issued identification cards, and passports. Cashiers must be thoroughly trained to scrutinize identification documents for signs of tampering or falsification. Furthermore, retailers may employ technology-based solutions such as ID scanners to verify the authenticity of identification and prevent the use of fake IDs. Surveillance systems can also be used to monitor transactions and identify potential violations of age verification policies. Real-world examples of violations leading to fines include convenience stores and supermarkets failing sting operations, where underage individuals successfully purchase alcohol due to cashier negligence.
In summary, age verification is an indispensable component of the responsible sale of alcoholic ice cream at Walmart and other retail locations. The consequences of non-compliance are substantial, ranging from financial penalties to the loss of alcohol sales privileges. Implementing and maintaining effective age verification protocols requires a commitment to employee training, the utilization of appropriate technology, and ongoing monitoring of sales practices. This comprehensive approach is essential to safeguarding against underage access to alcoholic products and ensuring adherence to all applicable laws and regulations.
Frequently Asked Questions Regarding Alcoholic Ice Cream Availability at Walmart
This section addresses common inquiries and clarifies misconceptions regarding the availability, regulations, and practicalities surrounding the purchase of alcoholic ice cream, specifically concerning Walmart retail locations.
Question 1: Is alcoholic ice cream generally available at all Walmart stores?
The availability of alcoholic ice cream at Walmart stores is not uniform and varies based on several factors, including state and local regulations governing alcohol sales, store-specific licensing, and consumer demand within the respective market area. A definitive answer requires checking with the specific Walmart location in question.
Question 2: What is the typical alcohol content of commercially available alcoholic ice cream?
The alcohol content in commercially produced alcoholic ice cream is typically regulated and maintained at a relatively low level, generally ranging from 5% ABV (Alcohol By Volume) or less. This is to ensure compliance with food and beverage regulations and to provide a controlled and responsible consumption experience.
Question 3: Are there age restrictions for purchasing alcoholic ice cream at Walmart?
Yes, the purchase of alcoholic ice cream is subject to the same age restrictions as other alcoholic beverages. Purchasers are typically required to be 21 years of age or older and must present valid photo identification to verify their age at the point of sale.
Question 4: What types of identification are accepted for age verification when purchasing alcoholic ice cream at Walmart?
Acceptable forms of identification typically include a valid driver’s license, a state-issued identification card, or a passport. The identification must be current and contain a photograph and date of birth to confirm that the purchaser is of legal drinking age.
Question 5: If a Walmart store sells alcoholic beverages, does that guarantee they will also sell alcoholic ice cream?
The sale of alcoholic beverages at a Walmart store does not automatically guarantee the availability of alcoholic ice cream. The decision to stock alcoholic ice cream is based on additional factors, including product licensing, consumer demand, and store-specific inventory management decisions.
Question 6: What steps should a consumer take to determine if a specific Walmart store carries alcoholic ice cream?
Consumers are advised to contact the specific Walmart store directly, either by telephone or by visiting the store in person, to inquire about the availability of alcoholic ice cream. Online product availability checkers on Walmart’s website may not always accurately reflect the in-store stock of specialty items like alcoholic ice cream.
The key takeaways emphasize the importance of checking local regulations and contacting specific stores to determine product availability, as this emerging market segment is subject to variable distribution and regulatory oversight.
The subsequent section will consider the broader market trends of frozen alcoholic desserts and their potential future in retail environments.
Navigating the “Alcoholic Ice Cream Walmart” Landscape
This section provides crucial tips for manufacturers and consumers navigating the evolving landscape of alcoholic ice cream availability at Walmart and similar retail environments. Adherence to these guidelines can enhance market penetration and ensure responsible consumption.
Tip 1: Understand Local Regulations Thoroughly: Prior to any market entry efforts, a comprehensive understanding of state and local laws governing the sale and distribution of alcoholic beverages, including products containing alcohol, is paramount. Variances in licensing requirements and permissible alcohol content can significantly impact product viability.
Tip 2: Conduct Thorough Market Research: Evaluate consumer demand and demographic trends in the specific geographic areas targeted for distribution. Walmarts product selection decisions are heavily influenced by local consumer preferences and purchasing patterns.
Tip 3: Establish Strong Distribution Networks: Secure reliable and temperature-controlled distribution channels to ensure product integrity and compliance with regulatory requirements. Partnerships with established alcoholic beverage distributors can streamline this process.
Tip 4: Prioritize Age Verification Protocols: Implement robust age verification systems at the point of sale to prevent underage access to alcoholic ice cream. This includes comprehensive employee training and the utilization of technology-based solutions to verify identification.
Tip 5: Develop Strategic Pricing Models: Establish pricing strategies that align with production costs, competitor pricing, and consumer perceptions of value. A balanced approach is essential to maximize profitability and maintain consumer appeal.
Tip 6: Foster Brand Partnerships: Explore collaborative opportunities with established alcoholic beverage and ice cream brands to leverage their expertise, distribution networks, and marketing resources.
Tip 7: Implement Precise Inventory Management: Utilize real-time data analytics to optimize inventory levels, minimize spoilage, and ensure product availability. Accurate forecasting is crucial to meet consumer demand and prevent stockouts.
These tips provide a foundation for manufacturers and retailers seeking to capitalize on the emerging market for alcoholic ice cream while adhering to responsible and compliant business practices.
The following section will offer a concluding summary of the key factors influencing “alcoholic ice cream Walmart” availability and provide insights into future market trends.
Alcoholic Ice Cream at Walmart
The preceding analysis has explored the multifaceted factors influencing the availability of alcoholic ice cream at Walmart. State and local regulations, product licensing requirements, distribution network complexities, consumer demand, brand partnerships, inventory management protocols, pricing strategies, and age verification measures collectively shape the product’s presence in this retail environment. The absence or presence of alcoholic ice cream at Walmart is not a simple binary outcome but rather the result of a complex interplay of these variables.
The continuing evolution of regulations, consumer preferences, and market dynamics suggests that the future availability of alcoholic ice cream at Walmart remains subject to change. Stakeholders should remain informed and adaptable to navigate this evolving landscape. Continued vigilance and adherence to responsible business practices are essential for the sustainable growth and success of this niche market segment.
