Signal Classification
Signal classification is BevAlc Intelligence's proprietary system that categorizes every TTB COLA filing into one of four types — NEW_COMPANY, NEW_BRAND, NEW_SKU, or REFILE — based on whether the filing represents a new market entrant, new product, product variant, or existing label update.
In Plain English
When the TTB approves a new label, BevAlc Intelligence automatically analyzes it to determine what kind of market activity it represents. A NEW_COMPANY signal means we have never seen this company before in our database, which is the strongest indicator of a new market entrant. A NEW_BRAND signal means the company exists but this brand name is new, suggesting a product line expansion. A NEW_SKU signal means the company and brand exist but this is a new product variant, like a new flavor or size. A REFILE signal means the company, brand, and product already exist, indicating a label update or renewal. These signals transform raw regulatory data into actionable market intelligence.
Technical Detail
Signal classification is computed during the data ingestion pipeline in weekly_update.py. The algorithm checks three levels of novelty in sequence: First, the raw company name is normalized and checked against the company_aliases table. If no match exists, the filing is classified as NEW_COMPANY and a new company record is created. Second, if the company exists, the brand_name field is checked against existing brands for that company. A new brand_name triggers NEW_BRAND classification. Third, if both company and brand exist, the combination of brand_name, fanciful_name (specific product name), and other distinguishing fields is checked. A new combination triggers NEW_SKU. If all three levels match existing records, the filing is classified as REFILE. The signal value is stored in the signal column of the colas table.
Why It Matters
Signal classification is the core value proposition of BevAlc Intelligence. Without it, COLA data is just a firehose of regulatory records. With signals, service providers can focus on the filings that matter most: new companies entering the market, new brands being launched, and emerging product trends. NEW_COMPANY signals are the highest-value alerts because they identify potential prospects at the earliest possible stage. Pro subscribers can filter by signal type, set up watchlist alerts based on signal type, and export filtered data for their sales teams.
Related Terms
Frequently Asked Questions
Does NEW_COMPANY mean the business itself is new?
Not necessarily. A NEW_COMPANY signal means BevAlc Intelligence has not seen this company name in COLA filings before. The company may have existed for years with a federal permit but never previously submitted a COLA. What matters for service providers is that the company is new to the COLA market, meaning they are actively bringing products to market and likely need services.
How accurate is signal classification?
Signal classification relies on company name normalization, which handles common variations like "LLC" vs "Inc" and comma-separated name variants. The accuracy is high for clear cases but some edge cases exist where the same company files under materially different names. BevAlc Intelligence continually improves its matching algorithms to reduce misclassifications.
Can I filter search results by signal type?
Yes. Pro subscribers can filter the BevAlc Intelligence database by signal type. This is one of the most powerful features for service providers who want to focus specifically on new companies, new brands, or other specific signal types.