So if I'm selling the big, top brands, how do I negotiate shelf space?  ?

There's a sales presentation made to Walmart that typically discusses movement, like how it's moving within the industry, specific to Walmart, or nationwide. It might include competitors, how a brand is doing, its market share, whether it's growing or declining, and where it's growing in terms of US regions or shopper insights. It also includes our brand's plans from a marketing standpoint, media plans, and how they will launch the product within Walmart or everywhere. Pricing is also included. In the US, from an adult beverage standpoint, legally, we can't give a different price to a retailer based on how much they purchase. Some other categories can do that. Walmart is known for negotiating harder with their vendors outside of beer and alcohol to improve their margins and offer the lowest price to customers, but they can't do that with beer.