From thinner bottles to smarter robots, the beverage industry is undergoing a transformation fueled by sustainability goals, shifting consumer expectations, and the relentless drive for operational efficiency. In this edition of Conveyco’s SME blog series, we sat down with Joseph Harris, Sr. Solutions Consultant with Conveyco. He is a seasoned automation expert with deep experience in beverage distribution and packaging. His insights offer a clear roadmap for how operations can evolve to meet the demands of tomorrow’s beverage supply chain, starting today.
The first thing Harris highlights isn’t a robot or conveyor system, it’s packaging.
Packaging reduction is the quiet evolution in the beverage world. Beverage brands are steadily reducing plastic and metal content through reusable packaging, thinner bottles, smaller caps, and even biodegradable alternatives. This shift is driven by both environmental commitments and the economics of packaging materials.
But Harris also looks to the past to understand the future. “Years ago, we had returnable glass bottles, a circular model that dramatically reduced waste."
Glass packaging, despite its weight, offers advantages like:
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Superior recyclability
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No PFAs contamination
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Better taste preservation
However, the cost and logistics of collecting, cleaning, and redistributing glass have made plastic more practical until now. With consumers demanding greener alternatives, brands are reconsidering their approach to sustainability. That, in turn, is changing what automation systems need to handle.
“Regardless of whether or not glass makes a comeback, we are seeing a major shift in demand towards sustainable packaging as well as creative packaging that gives some perk to the consumer,” Harris notes. “That’s going to reshape warehouse operations, especially around automated product handling feasibility!”
Beverage Stock Keeping Unit (SKU) Proliferation
The beverage industry is experiencing a significant trend of increasing SKU counts, which is causing a shift in how warehouses are designed and operated. Traditionally, warehouses were set up for a limited SKU range, but consumer demand for variety and manufacturers’ pursuit of the next “big hit” have resulted in exponential SKU growth. In the wine and spirits segment, the rise of craft beers exemplifies this trend, challenging distributors who rely on older warehouse setups with limited pick face locations. This has led to a growing interest in newer technologies like shuttle and AMR goods-to-person (GTP) systems. Although these systems are more expensive, they offer greater flexibility and efficiency, allowing for higher product density and reduced operational costs, making them attractive for modern facilities with clear heights around 36 feet.
Similarly, the general water and soda segment sees SKU growth driven by competition and the search for new market hits. Traditional conveyor-based solutions in warehouses are being supplemented with advanced technologies to handle the increased SKU variety. The integration of shuttle and AMR GTP systems, along with multi-lane, multi-tier case dispensing systems, provides the necessary flexibility to manage fast-moving SKUs and the broader range of products. This shift towards dynamic automation is crucial due to the shrinking labor pool and the rising demand for labor in distribution and warehousing within the beverage industry.
Automation in Action: The Systems Powering Beverage Throughput
While sustainability is the goal, automation is the means of achieving it. Harris outlined several key technologies that are redefining how beverage operations store, pick, and ship products.
Layer Picking Systems
Forklift-mounted attachments like Cascade and Tygard can pick entire layers from donor pallets, moving between 1,600 to 1,800 cases per hour. These systems are ideal for high volume, mixed SKU environments.
Others are also implementing robotic layer picking cells that are configured in pallet-to-robot cells and/or robot-on-rail applications that mimic the Cascade/Tygard forklift layer picking set up.
Descrambler Conveyors
After layers are picked, descrambler conveyors break them into single file case flows, allowing seamless handoff to downstream automation and reducing the need for manual labor.
Multi-Lane Buffer Systems
These systems provide dynamic SKU allocation, adjusting the sequence of products in real time to optimize picking, staging, and palletizing operations.
Palletizing Sequence Control
Smart palletizing isn’t just about stacking boxes. It’s about preserving product integrity and maximizing trailer space. Heavy or durable items are placed on the bottom, while lighter, fragile products are stacked on top. This minimizes damage and ensures stability during transportation.
“You’re not just stacking cases, you’re protecting product value and optimizing logistics. That’s money saved at every step,” Harris explains.
Goods-to-Person (G2P) and Goods-to-Robot (G2R): High accuracy, Low Strain
One of the most groundbreaking innovations in logistics is the implementation of direct handling and tray-based Goods-to-Person (GTP) case buffering and sequencing systems. In these systems, each case is managed individually, either through direct handling by load handling devices on shuttles or autonomous mobile robots (AMRs), or by being placed on a tray that features multiple labels with a unique License Plate Number (LPN) for easy identification.
Utilizing trays to transport various cases offers numerous advantages over handling cases directly, making this approach a prominent trend in the latest GTP system designs within the beverage industry. Some of the key benefits of using trays include:
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Greater case tracking accuracy
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Easy handling (even with leaky or awkward items)
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Clean operations with less scanning complexity
These systems can process orders in less than five minutes. This efficiency is achieved by strategically and dynamically positioning fast-moving items close to operators or output conveyor ports, while slower-moving items are systematically stored in secondary or tertiary zones, adapting to the constantly changing storage occupancy conditions. It’s a massive leap forward from traditional picking.
Key G2P Benefits:
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Minimized physical strain = reduced injuries and associated costs
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Increased accuracy = increased customer satisfaction
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Optimized storage density = better use of your facility & reduced construction costs , depending on the project situation
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Simplified exception handling (damaged or leaking product)
“With four-sided labeling, G2P trays only need one scanner, versus five for traditional case-level scanning,” Harris adds.
Productivity by the Numbers
Harris broke down the productivity metrics to show how various systems compare:
System Cases per Labor Hour
Manual Palletizing 150-250
Full Case Pick Modules 225-300
Semi-Automated Palletizing 400-500
The takeaway? The more automation is integrated into the system, the higher the throughput and the lower the physical toll on workers.
Infrastructure & Implementation: Overcoming Challenges
One of the biggest misconceptions about automation is that it can be quickly dropped into any facility. Harris is clear: “Old infrastructure is often the biggest roadblock.”
Older beverage distribution centers frequently suffer from:
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Low clear heights
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Weak or uneven floors
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Insufficient structural load capacity
Sometimes, roof-raising services are needed just to accommodate new automation systems.
He also notes two growing technical challenges:
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SKU proliferation: More product variations increase complexity.
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Fragile packaging: Thinner bottles require smarter handling and sequencing to avoid damage.
What’s Next? Evolution, Not Revolution
The future isn’t about replacing everything at once, it’s about smart upgrades. Harris foresees a continued shift from traditional case-picking modules toward a hybrid model of:
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Surf technology for high-velocity items
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G2P systems for the long tail of SKUs
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Layer-picking robots with auto-tray loading for greater consistency and reduced labor demand
He also predicts broader adoption of reverse delivery sequencing, where trailers are loaded in the order that deliveries are made. This will cut down driver wait times and route inefficiencies.
“The most efficient warehouses tomorrow are already investing today,” Harris says. “It’s not about replacing people; it’s about empowering operations to meet the speed and complexity of today’s beverage market.”
Ready to take the next step?
At Conveyco, we are proud to work with leaders like Joseph to help clients modernize their warehouse operations. Whether it’s improving throughput, reducing labor challenges, or creating a greener future, we specialize in smart, scalable solutions tailored to the real world constraints of beverage operations.
Let’s explore how automation can empower your beverage operation to thrive, today and tomorrow. Contact Us Today!
Meet Joseph Harris
Joseph Harris is a Sr. Solutions Consultant with Conveyco, with over two decades of experience designing and delivering automation solutions across industries. A proud Georgia Tech graduate, Joseph holds both Bachelor’s and Master’s degrees in Industrial Systems Engineering; graduating with high honors.
His career spans leading organizations in supply chain innovation, including Knapp Logistics, Fortna, and Intelligrated, where he specialized in engineering automated picking systems and developing business cases for ROI driven solutions. His expertise covers pharmaceutical, grocery, beverage, apparel, e-commerce, and early media distribution sectors.
Outside of work, Joseph has a passion for competitive bass fishing, a love that developed from years of fishing alongside his father. He has even competed in tournaments. He’s also a former high school football team captain and multi-sport athlete, bringing the same discipline and strategic mindset to both sports and supply chain design.
