Tapped In Sales and Strategy for Beer Distributors

In this episode of the Tapped In Sales Podcast, Bud sits down with Rick Lack and Brad Stachowiak from Rave & Associates, a Michigan-based importer and distributor of fine wine & beer managing one of the most complex portfolios in the industry.With 4,000+ SKUs, 140+ suppliers, and a craft-centric book that spans beer, wine, RTDs, and innovation brands, Rave is the definition of controlled chaos. In this conversation, Rick and Brad unpack how they’ve moved from spreadsheets, emails, and tribal knowledge to clear running lanes, focused execution, and disciplined incentive strategy — without burning out reps or drowning in noise.This is a masterclass in what it actually takes to scale focus in a high-complexity sales environment.🔍 What We Cover🏃 Finding the Running Lanes How Rave decides what matters now in a sea of SKUs💸 Saying No to Bad Money Why not all incentives are worth chasing — and how profit drives focus📊 From Spreadsheets to Shared Truth The shift from homemade reports to one system everyone trusts🔥 Changing Rep Behavior How visibility, competition, and clarity reignited performance🪨 Innovation Hunting Why real growth still comes from spotting what’s actually newChapters00:00 Introduction and Setup06:07 Overview of Rave Distributing10:51 Challenges of Managing a Complex Portfolio13:04 Implementing Sales Processes and Procedures20:11 Building Habits and Team Engagement22:57 The Value of Software in Sales Management27:57 Navigating Supplier Complexity29:31 Managing Supplier Incentives32:55 The Art of Saying No35:03 Transformations in Management38:24 Supplier Engagement and Data Utilization42:53 Looking Ahead: Innovation in 2026🎧 If you’re managing complexity, supplier pressure, or rep focus — this episode is for you.👉 If this episode hit close to home, let’s talk.Email us at info@vxptech.com and we’ll kick it around.===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

In this annual predictions episode of the Tapped In Sales Podcast, Bud Dunn is joined by Moneyball Ross and Data Mike to break down what 2026 is shaping up to look like for beer distributors, suppliers, and the broader alcohol industry.These aren’t hot takes. They’re directional bets based on real conversations with distributors, suppliers, and operators across the country.From macroeconomic forces and Federal Reserve policy to RTDs, NA beer, THC regulation, supplier shakeouts, and AI in distribution—this episode connects the dots between what’s happening upstream and what it means downstream for your business.If you’re still waiting for volume to come back, this episode is your wake-up call.🔮 Key Predictions & Themes for 2026📉 The End of the Volume Fantasy💰 Profit Becomes the Primary Scoreboard⚖️ Power Shifts Toward Distributors🍹 RTDs Continue to Win—Consolidation Accelerates🌿 NA Beer Consolidates Around Fewer Winners⚠️ THC & Delta-9: Regulation Is Coming🏭 Craft’s “Middle Class” Gets Squeezed🧠 Middle Management Becomes a Strategic Investment🤖 AI Moves from Toy to Tool🎧 Why This Episode MattersThis episode isn’t about fear—it’s about clarity.The next alcohol cycle will reward:Discipline over hopeExecution over entitlementProfit over volumeIf you want to understand where the industry is actually headed—and how to position your business to win in 2026 and beyond—this episode is required listening.📩 Get In TouchQuestions or feedback? Email us at info@vxptech.comIf you found value in this episode, share it with a colleague and subscribe wherever you listen to podcasts.Chapters00:00 Introduction and Predictions Overview00:49 Macro Economic Predictions and Trends03:46 The Impact of AI on the Economy06:49 Political Influences on Economic Policies09:51 Regulatory Changes in the THC Beverage Market12:44 Shifts in Industry Focus: Profit Over Volume15:50 The Future of Alcohol Consumption Trends23:55 Predictions and Benchmarks24:49 Anheuser-Busch's Acquisition Strategy27:42 The Lawsuit and Brand Positioning30:48 Market Dynamics and Consumer Trends31:47 Molson Coors and Strategic Acquisitions33:57 The Future of Non-Alcoholic Beverages36:12 Craft Beer Industry Challenges39:18 The Role of Distributors in the Market43:34 Investing in Middle Management47:21 AI's Impact on the Industry===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

The beer business is changing fast — but too many wholesalers are still operating like it’s 2005.In this episode of the Tapped In Sales Podcast, Bud, Moneyball Ross, and Data Mike are joined by Wes Verno of Verno Consulting, one of the most respected strategic advisors in beer distribution, for a wide-ranging and honest conversation about why legacy structures, outdated service models, and misaligned compensation plans are quietly killing performance.This isn’t a theory-heavy episode. It’s grounded in real distributor examples — from route design and service levels to middle management overload and compensation structures that reward entitlement instead of results.If you’ve ever said (or heard):“That’s just how we’ve always done it…”this episode is for you.🍺 What’s Covered in This Episode🧭 Why route structure is a strategy decision, not a spreadsheet exercise🚚 How wholesalers over-service accounts and quietly subsidize inefficiency⚖️ The hidden cost of misaligned labor and overloaded middle management📋 Why most wholesalers don’t actually have a real service policy🎯 The case for fewer but better managers, positioned to coach — not cover routes🏆 Why putting your best reps in the wrong accounts kills productivity💸 How compensation plans drift into entitlement (and why that’s dangerous)🤝 The difference between being a nice employer and a sustainable employer🧠 How technology should simplify focus, not overwhelm reps🤖 What the sales role looks like as order replenishment becomes automated📈 Why gross profit growth, not cost cutting, is the real long-term solution👤 About WesWes Verno is a partner at Verno Consulting, working with beer wholesalers across the country on go-to-market strategy, routing, operations, labor alignment, and organizational design. His insights are drawn directly from hands-on work inside distributor warehouses, sales teams, and leadership rooms.🔗 Learn more about Wes and his team:👉 https://vernoconsulting.com/Wes also publishes two industry resources widely used by distributor leaders:Verno’s Beverage Brief — a monthly deep dive into distributor best practicesThe 2-Minute Manager — short, thought-provoking leadership insights📬 Subscribe here:👉 https://vernoconsulting.com/subscribe/🍺 Episode Chapters🧠 00:00 Consulting in the Wholesaling Industry 🧭 07:30 Route Strategy and Market Adaptation 🚚 13:28 Service Policies and Over-Servicing Challenges 📊 15:38 Understanding Account Discrepancies ⚖️ 17:48 Management Structure Imbalance 🧑‍🏫 19:54 The Role of Middle Management 🏗️ 21:19 Sales Rep Structure and BDRs 🔀 22:11 Bifurcation of Sales Teams 🎯 25:44 Identifying High-Impact Accounts 🏆 26:40 Defining Good Sales Reps 💸 28:58 Evolving Compensation Structures 🤝 32:21 Balancing People and Profit 🧠 37:06 The Role of Technology in Sales 🤖 40:14 Future of Sales with AI and Automation 📈 43:43 Preparing for 2026 and Beyond 🎧 52:54 Episode Wrap-Up===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============📩 Contact UsHave a question, take, correction, or topic you want us to cover?We read everything — especially the pushback.📧 Email: info@vxptech.com🎧 Podcast: Tapped In Sales Podcast🌐 More: vxptech.com

In Episode 89, Bud, Mike, and Ross break down the biggest industry headlines shaping beer, wine, spirits, and THC as the calendar turns. From brewery closures and trade wars to inventory gluts, cannabis policy, and CEO turnover, the message is consistent:The market is forcing discipline.Rather than reacting emotionally to headlines, the team focuses on what these moves signal about capital allocation, route-to-market strategy, regulation, and leadership across the alcohol ecosystem.What’s Covered in This Episode🏭 Why brewery closures and capacity cuts are structural, not temporary🍷 How wine tariffs and state-controlled liquor systems distort demand and pricing🥃 What spirits oversupply reveals about long production cycles and inventory risk🛒 Why RTDs and convenience-channel strength are reshaping supplier strategy🌿 What marijuana rescheduling really changes — and what it doesn’t🏢 Why CEO turnover accelerates when growth disappearsNo spin. No hype. Just reading the board.⏱️ Chapters00:00 New Year Reset, No Resolutions02:50 Anheuser-Busch Cuts Capacity, Brewery Closures08:51 Wine Trade War Escalates, Canada Pulls U.S. Wine16:08 Tariffs, Pricing Distortions, and Demand Shifts19:17 Brown-Forman Earnings, RTDs Grow, Routes Change21:13 Jim Beam Pauses Distilling, Bourbon Oversupply26:13 Marijuana Rescheduling, Delta-9 Risk, Banking Opens44:11 CEO Turnover Accelerates Across Big BeerWhy This Episode MattersThe biggest players in alcohol aren’t waiting for a rebound — they’re adjusting to a new baseline. Capacity is coming out of the system. Routes are being rethought. Inventory mistakes are being corrected. Leadership is turning over.If you’re a distributor, supplier, or operator, this episode helps you separate noise from signal — and understand what actually matters heading into 2026.📩 Contact UsHave a question, take, correction, or topic you want us to cover?We read everything — especially the pushback.📧 Email: info@vxptech.com🎧 Podcast: Tapped In Sales Podcast🌐 More: vxptech.comIf you’re seeing something in your market that doesn’t match the headlines, or you want us to break down a story from a distributor’s point of view, send it our way.===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

In this special holiday episode of Tapped In Sales, Bud sits down with Logan Edwards of Grellner Sales & Service for a real-world breakdown of what happens when you stop overcomplicating sales compensation — and start paying for what actually matters.Recorded ahead of the NBWA Next Gen Leadership Conference, this conversation pulls back the curtain on an 18-month sales comp transformation inside a multi-branch, rural Missouri distributor operating in one of the toughest beer markets in the country.The result?👉 +50¢ Gross Profit per Case👉 Reps earning more money — even while volume declined👉 Less admin work, fewer incentives, and more focus in the market🍺 What You’ll Hear in This EpisodeWhy 13-page sales plans and 12+ MBOs quietly kill focus and motivationThe difference between entitlement vs. accountability in sales payHow Grellner moved from legacy commission → Volume × ProfitThe three-phase rollout that made change stick (and what didn’t work at first)How trimming incentives actually increased supplier alignmentWhy simplicity helped reps naturally lean into higher-margin beer, spirits, and Delta-9How back-office efficiency improved without adding headcountWhy paying incentives monthly (not quarterly) changed rep behaviorWhat suppliers really think when distributors take control of incentive strategy🔑 Key TakeawaysMBOs don’t scale — clarity doesYou don’t need more incentives, you need better onesWhen reps see GP per case in real time, behavior changes fastSimplifying sales comp can unlock profit even in declining marketsThe best sales plans create focus, trust, and autonomy🎙 About the GuestLogan Edwards is part of the next generation of leadership at Grellner Sales & Service, a fourth-generation beer distributor serving central Missouri. Logan brings a practical, no-nonsense approach to sales strategy — grounded in real data, real routes, and real results.📩 Reach Logan:LoganEdwards@grellnersales.comOr find him doing what he does best — talking shop over a beer at industry events.📬 Want to Learn More?If this episode sparked ideas for your own sales comp or incentive structure, you can reach the VXP team at info@vxptech.com — or connect with Bud directly.This is Tapped In Sales — a podcast for beer distributors, by beer distributors.🍻 Merry Christmas, and we’ll see you next week.===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

In this episode of the Tapped In Sales Podcast, Bud, Moneyball Ross, and Data Mike sit down with Dan Deufel of Superior Beverage to unpack one of the most important cultural shifts happening in beer distribution today: transparency.Dan shares how Superior moved from a traditional volume-first mindset to a profit-aligned organization — and how opening up GP/CE, returns, pricing logic, and incentive structures to the entire team reshaped behavior, improved decision-making, and unified sales, operations, and delivery around a single North Star.This is a masterclass in leading change inside a wholesaler.🔥 What You’ll Learn in This Episode1. Why Transparency Became the Turning Point for Superior Beverage Dan explains why keeping GP data hidden limited alignment — and how sharing it unlocked better decisions from reps, middle management, and senior leadership.2. The Cultural Shift from Volume to Profit Hear how GP/CE became the company’s guiding metric, and how that shift improved: 👉 Reps’ compensation clarity 👉 Pricing conversations 👉 Supplier negotiations 👉 Sales meeting tone and outlook3. The Real Challenges (and Surprises) of Going Transparent It wasn’t the reps who resisted — it was middle management. Dan breaks down: ⚡ Legacy thinking that had to be unwound ⚡ Why questioning the “why” matters ⚡ How rewiring assumptions took time4. Survivor’s Guide to GP-Based Leadership Dan shares: 💬 Why reps embraced GP faster than expected 💬 How transparency reshaped discounting conversations💬 Why rep attitudes improved when they understood how money really moves5. How Superior Took Control of ABP Season Instead of sitting through supplier-led presentations, Superior: 📄 Built a one-page plan for every supplier 📊 Reviewed GP trends and SKU performance live 🗓️ Set incentive calendars on the spot 🧹 Delisted dead SKUs collaboratively ✅ Left every meeting aligned on next year’s planThis is the blueprint distributors have been asking for.6. Where the Beverage Industry Is Really Heading Dan gives his take on: 🚀 The rise of functional beverages 🍺 The next wave of NA beer ⚡ Energy drinks and “benefit-based” beverages 🏷️ Why brand consistency still beats great liquid💬 Best Quotes“You can’t coach in the dark. You can’t sell in the dark. And leadership can’t fix what they can’t see.”“GP became our North Star. When we aligned everyone to it, the entire business moved differently.”“Transparency didn’t create chaos — it created clarity.”“If you're only focused on volume in a declining industry, you’re missing the one number you can control: profit.”👤 Guest: Dan Deufel — Superior BeverageDan is from Superior Beverage in Illinois, helping lead the transformation toward a Total Beverage strategy, profit-first alignment, and a more transparent organizational culture.📨 Email: danieldeufel@superiorbeverage.com📬 Have Questions or Want to Learn More?Email the show at info@vxptech.comVisit us at vxptech.comChapters00:00 The Importance of Transparency in Business04:53 Aligning Sales and Operations for Success12:12 Feedback and Collaboration with the Team21:04 Navigating Industry Challenges and Opportunities30:23 Innovative Approaches to ABP Season39:43 Future Trends in the Beverage Industry===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============About Tapped In Sales: Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.

In this episode, Bud, Mike, and Ross dive into one of the most interesting conversation threads we’ve seen in beverage in years: the growing chatter around Pepsi potentially refranchising its distribution network and what that could mean for beer distributors. Is this just noise, or the beginning of a strategic pivot similar to Coke’s move? And if it happens—who’s truly positioned to play?But that’s just the start.We also unpack Thanksgiving 2025 data, the fourth consecutive year of declines, and what changing consumer behavior tells us about where the industry is heading. From weather-related impacts to demographic realities and shifting drinking culture, we look at both macro signals and micro execution.Then we go deeper: Why is Gen-Z drinking less? What occasions are disappearing? And what does that mean for portfolio strategy and execution?Finally, we close on mindset. In a challenging market, how you think drives how you act—and how your team shows up. The boys discuss the “Eeyore problem,” the power of positive projection, and why leaders can’t afford to reinforce doom loops, even when the data feels heavy.This episode blends industry analysis, strategic forecasting, and leadership thinking—with a little holiday sarcasm and a reminder to stay relentlessly optimistic.🔍 Topics Covered🥤 Pepsi refranchising rumors — real opportunity or industry speculation?🤝 Alliances & consolidation — are statewide networks the future?📉 Thanksgiving sales declines — what the data tells us about the market.👀 Gen-Z drinking behavior — culture shifts, missing occasions & NA growth.🧠 The Eeyore problem — mindset, momentum & staying positive in a down market.📬 Have thoughts, feedback, or episode ideas?Email us: info@vxptech.comChapters00:00 Festive Beginnings: The Christmas Spirit00:14 The State of Distribution: Challenges and Opportunities02:59 Pepsi's Strategic Moves: Refranchising Rumors05:55 Operational Challenges: The Cost of Distribution09:02 Financial Perspectives: Balancing Control and Margins12:10 The Future of Distribution: Consolidation and Alliances17:38 Navigating Capital and Control in Distribution19:06 The Role of AB and Southern Glaciers21:25 Market Trends and Control Dynamics23:18 Thanksgiving Trends and Consumer Behavior24:07 Goal Setting and Industry Challenges28:47 Generational Shifts in Drinking Culture32:08 The Impact of Social Media on Alcohol Consumption35:10 Trends in Goal Setting and Market Performance36:56 Mindset Shifts for Positive Outcomes40:31 The Power of Positive Thinking44:34 Convergence of Mindset and Reality===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

Beer distributors build billion-dollar brands… and then watch the big boys swoop in and take them. This episode breaks down the real history, the real economics, and the real pattern behind NA brands that rode the beer network to explosive growth—only to be pulled out and absorbed into Coke, Pepsi, or KDP.Bud, Moneyball Ross, and Data Mike dig into 30+ years of deal history, the distribution shifts behind each move, and why the beer network is still the best brand-building engine in beverages—despite repeatedly getting cut out at the finish line.🔍 In This Episode:🛻 The Beer Truck EffectHow distributors take unknown NA brands from bottom-shelf afterthoughts to billion-dollar household names.💰 The Buyout Pattern (and Why It Keeps Repeating)Snapple → Vitamin Water → Monster → Celsius → Ghost → Poppy Different eras, same playbook.⚠️ Why Big Soda Terminates Every TimeCoke, Pepsi, and KDP aren’t just buying brands— they’re buying distribution control.📉 “Can’t Beat ’Em? Delete ’Em.”How Bang went from 10% market share to bankruptcy and obliteration.🧠 Ross’ S-Curve: When Suppliers Should SellAnd why distributors always lose the most value right when the brand starts rolling downhill (in the good way).💼 The Termination Fee ProblemWhy 1–3x GP is outdated How Monster paid ~$200M in termination Why distributors must negotiate differently in the next cycle.🛒 The Power of the C-Store ChannelWhy NA brands win in beer distribution— and why they struggle when moved into high-SKU soda networks.🔮 Prediction CornerWhat category gets “taken” next?Functional beveragesEnergy 2.0Delta-9Protein/functional hybrids🧩 Key TakeawaysBeer distributors are the invisible kingmakers of the beverage industry.NA brands scale because of low time-preference, relationship-driven execution.Big Soda acquires for two reasons: growth + elimination of future competition.Distributors need to rethink termination clauses, investment models, and growth multipliers.The next wave of billion-dollar NA brands is already forming— and the beer network will build them again.📥 Got thoughts or want us to cover a topic?Email: info@vxptech.com🎧 Listen, subscribe, and share with a friend.YouTube • Apple Podcasts • Spotify===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

In this Thanksgiving Week episode of the Tapped In Sales Podcast, Bud, Mike, Ross, and George break down the biggest stories shaking the beverage industry — from the fall of a craft pioneer to a potential billion-dollar RTD acquisition and the uncertain future of THC beverages.Along the way, the crew debates Thanksgiving food, tells Rainey Street war stories, and serves up a mix of humor, perspective, and practical takeaways for beer distributors heading into 2026.In This Episode🔥 Rogue Ales shuts down — what killed a 37-year pioneer and why mid-tier craft keeps getting squeezed. 📦 BeatBox + AB rumors — why a ~$700M RTD deal makes perfect sense for the network. 🍺 NA beer momentum — Athletic, Ultra Zero, Best Day, and the rise of the “sober-ish” drinker. 🌿 THC beverage update — 2026 ban talk, lobbying misses, and the fastest-growing new consumer. 🚗 DUI crackdown — Oklahoma’s strict new rule and what it means for on-premise. 💪 Protein alcohol (yes, really) — the newest “fitness meets RTD” crossover trend. 🦃 Thanksgiving chaos — Rainey Street fights, frozen BeatBox hacks, and Ross’ hangover saga.Chapters00:00 Thanksgiving Plans and Traditions05:46 The State of the Craft Beer Industry11:36 The Rise of RTDs and Market Dynamics22:27 The Hangover Chronicles25:53 The Rise of Non-Alcoholic Beers29:43 Navigating the NA Beer Market32:55 THC Beverages and Market Dynamics39:48 The Future of Alcohol and THC Regulation44:49 Drunk Driving Laws and Their Implications49:54 Protein-Infused Alcohol: A New Trend?🎙️ Connect With UsHave a question or story for the pod? Email info@vxptech.comFollow VXP at vxptech.comListen, share, and subscribe — and have a very happy Thanksgiving.===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

Most distributors think they have a technology problem. Nine times out of ten? They actually have a people or process problem in disguise.In this episode, Bud, Data Mike, and the Silver Fox himself, George, break down one of the most common operational traps in beverage distribution: assuming software is the solution… when the real fix is upstream.We cover:👉 The Three-Legged Stool: People, Process, TechnologyWhy all three must be aligned — and what happens when even one is off balance.👉 The WIIFM Factor (What’s In It For Me?)How behavioral psychology drives rep adoption, resistance, and performance.👉 When Good Processes Become VillainsWhy your once-great incentive program, audit process, or workflow may now be slowing you down — and how to unwind it.👉 The Tech TrapThe uncomfortable truth: tech doesn’t fix a people problem, and it doesn’t cure a broken process. It just exposes both.👉 Real Distributor Examples• Backdoor audits and Finished Product Loss• Pricing accountability (including Bud’s infamous “I was the problem” story)• How reps shift instantly when they understand the WHY behind the work👉 When Technology Does Unlock PerformanceHow guardrails, visibility, and real-time data can accelerate accountability — when the foundation is right.👉 Bonus Segment: THC Legislation Shake-UpWe debrief the biggest federal hemp/THC news of the week: • The 0.4mg per container limit • The Senate vote • Why the industry got blindsided • What distributors and THC suppliers must do next • Why you need to be at the table, not on the menuWhy This Episode MattersIf you’re a distributor leader constantly fighting fires, feeling stuck, or wondering why new systems don’t “stick,” this episode gives you a roadmap to diagnose the real issue — and fix it before it becomes culture.Links & ResourcesWork with VXP: vxptech.com Apply for the Customer Success Lead role: vxptech.com/hiring Send us a question: info@vxptech.comChapters00:00 Introduction to People, Process, and Technology03:56 Understanding the Three-Legged Stool07:55 The Importance of Accountability10:23 What's In It For Me?14:35 Motivating Teams and Individual Contributions16:44 The Balance of Technology and Process20:40 Understanding the Technology Trap24:31 Empowering Sales Teams with Technology29:01 Diagnosing People and Process Challenges33:16 Navigating Legislative Changes in the Hemp Industry===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

When businesses stall, it’s rarely because the market moved too fast — it’s because leadership didn’t. In this episode, Bud, Moneyball Ross, and Data Mike sit down with Dr. Diane Keil-Hipp, COO of Knight Insurance and creator of the Spinning Wheels Model, to unpack how resistance to change, dysfunctional culture, and assumed continuity quietly drive once-great organizations into decline.Together, they explore:🧠 The psychology behind why teams resist change — and how to move them forward.🏌️‍♂️ “Country-club leadership” in beer distribution — and what it really costs.📸 What Kodak and Sears can teach every family-run business about innovation and decline.⚠️ The danger of assuming “we’ve always been fine.”🧰 Practical steps leaders can take to diagnose decline before it’s too late.Diane also introduces her Organizational Traction Survey, a free tool that helps leaders see if their teams are spinning wheels or gaining traction.🎧 Listen if: You’re leading a team that feels stuck, fighting complacency, or trying to push change in a “that’s-how-we’ve-always-done-it” culture.Chapters00:00 Introduction04:32 Meet Dr. Diane Keil-Hipp07:02 The Spinning Wheels Model Explained12:20 Resistance to Change and Organizational Decline16:46 The Importance of Metrics and Gut Checks21:39 Navigating Change in the Beer Distribution Industry26:37 Navigating Generational Leadership Transitions28:04 Overcoming Fear in Leadership29:07 The Psychology of Change Resistance32:27 Strategies for Driving Organizational Change34:24 Practical Approaches to Managing Long-Tenured Employees43:10 Introducing the Organizational Traction Survey47:50 Understanding Organizational Structures and Change49:40 The Importance of Actioning Survey Results🔗 Resources Mentioned:📊 The Organizational Traction Survey https://bgsu.az1.qualtrics.com/jfe/form/SV_cO4Kxfdo06hYSy2👩‍🏫 Connect with Dr. Diane Keil-Hipp on LinkedIn linkedin.com/in/diane-keil-hipp-ph-d-4490bb4📬 Contact the VXP Team ✉️ info@vxptech.com | 🌐 vxptech.com===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

The headlines say, “Make Beer Dumb Again.”But the truth? Beer isn’t getting dumber — it’s getting simpler.In this episode, Bud, Moneyball Ross, and Data Mike dig into a viral Business Insider article that claims craft’s complexity is dying and “cheap, chuggable beer” is back. The crew breaks it down through the lens of distributor reality — from the economics of a K-shaped economy to what’s actually happening in coolers across America.🎯 The Real Story Behind “Make Beer Dumb Again” — Why simplicity and approachability are driving the next wave of growth, not a race to the bottom. 📉 The K-Shaped Consumer — Ross explains how the middle-class squeeze is reshaping what shoppers buy, and why both value and premium are winning. 🍷 What Beer Can Learn from Yellow Tail Wine — Mike draws the line between over-complicated craft and how one simple wine label re-energized an entire category. 🧊 Cooler Space = Real Estate — Why reps need to think like landlords, not stockers. Optimize your high-earning space and stop wasting time on dead SKUs. 🧮 Execution Tip: The 80/20 Focus — Bud shares a way to chunk strategy into small wins — reviewing one section of your set per visit to drive incremental gains.🧠 Key Takeaway:Consumers aren’t getting “dumber” — they’re exhausted. The brands (and sales teams) winning in 2025 are the ones making it easier to buy, sell, and drink. Simplify your message, simplify your shelf, and the sales will follow.Subscribe to Tapped In Sales wherever you get your podcasts, and send us your thoughts or questions at info@vxptech.com — we might feature them in an upcoming episode.Chapters:00:00 Introduction03:29 Consumer Preferences: Cheap vs. Premium Beer06:35 The Shift Towards Simplicity in Beer09:10 The Role of Retro Brands in Today's Market12:06 Conclusion and Future Trends in Beer Consumption16:41 The Rise of Non-Alcoholic Brands19:12 Navigating Market Complexity and Consumer Preferences20:29 Optimizing Sales Strategies in a Changing Market24:17 Breaking Complacency in Sales Approaches28:31 Aligning Operations with Sales Strategies33:04 Fostering a Culture of Innovation and Fun===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

Budget season is here… and so are the tricks. This week, Bud, Ross, and Mike pull the mask off one of the biggest haunted houses in beer distribution: supplier ABPs becoming your distributor budget.It’s a scary pattern we see every fall — suppliers hand out pie-in-the-sky numbers, and wholesalers just roll them into their plan. Not this year.In this episode, the crew digs into: 🍺 Why your ABP is not your budget 📉 How to build forecasts that reflect your market reality, not supplier fantasy 📊 12-month vs 3-month moving totals – how to anchor your targets in data 💬 When to blend quantitative models with “Bud Bias” – the art and math of planning 💡 How the best distributors separate forecast, budget, and execution – and how that drives real GP per CE growthThey also touch on the latest industry news — from layoffs at Molson Coors to the rise of sober-curious marketing — and what it means for your 2026 planning cycle.If you’ve ever sat through an ABP PowerPoint and thought, “there’s no way that number came from my market,” this episode’s for you. 💬 Got a question or want to challenge our process? Hit us at info@vxptech.comChapters00:00 Introduction and Halloween Banter04:25 ABP Season vs. Real Budget Season10:20 Forecasts, Not Fantasies16:00 Building Budgets That Reflect Reality21:10 Data, Bias, and the Happiness Equation28:30 Supplier Forecasting and Partnerships44:25 Industry News and Market Headwinds51:00 The Future of Beer and Beyond===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

Live from Las Vegas and the floor of the NBWA 2025 Annual Convention, Bud, Ross, and Mike break down what they saw, heard, and learned — from the rise of Delta-9 and functional drinks to the growing supplier pressure across the industry.They unpack how the landscape is shifting beyond beer, what “profitless prosperity” really means, and why distributors can still win even when the category is down.In This Episode: 🍺 The surge of Delta-9, THC, and “functional” beverage brands ⚙️ How suppliers are flooding Q4 with dollars — and what to watch for 📉 The dangers of chasing topline growth without profit 🏆 Why distributors who adapt now will own the next category wave 💡 Lessons from Constellation, Boston Beer, and other NBWA headlinesIf you were in Vegas — or wish you were — this one’s your recap and reality check.Chapters00:00 Introduction and Technical Difficulties10:50 Recap of the NBWA Conference in Vegas19:15 Emerging Trends in the Beverage Industry30:47 Supplier Dynamics and Market Pressures36:44 Brand Identity and Consumer Connection41:57 Celebrity Insights and Industry Disruption52:44 Closing Thoughts and Listener Engagement🎧 Subscribe to stay tapped in: https://vxptech.com/podcast===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

The market’s down. Margins are tight. But some distributors are still winning—and doing it on purpose.In this episode, Bud, Ross, and Mike break down three common traits they’re seeing across the top-performing beer distributors heading into 2025. These are the teams outperforming the market, driving profit growth in a down year, and building stronger, more aligned organizations while everyone else waits for things to get better.Here’s what they all have in common: 1️⃣ Culture trumps everything. The best teams are rebuilding trust, giving reps a voice, and aligning every layer of the business around a clear “true north.” 2️⃣ Diversification with focus. Winners are expanding into RTDs, NA, and Delta-9—but they’re doing it intentionally, not just chasing trends. 3️⃣ Portfolio discipline. Smart leaders are pruning SKUs, doubling down on what works, and using data to drive decisions instead of emotion.You’ll also hear:💡 Why “extreme alignment” beats command-and-control leadership📊 How top wholesalers are redefining success beyond spreadsheets🚫 The portfolio pitfalls to watch heading into ABP seasonIf you’re looking for what’s working right now—and what separates today’s best operators from the pack—this episode is a playbook for 2025.Chapters00:00 Introduction and Context Setting00:50 Cultural Alignment in Organizations05:34 The Importance of Feedback and Trust10:07 Extreme Alignment and Its Impact15:08 Navigating Challenges in the Beer Industry20:07 Financial Diversification Strategies for 202522:14 The Importance of Non-Alcoholic Beverages25:25 Navigating Market Changes and Risks30:22 Portfolio Discipline and SKU Management35:04 Understanding Success Beyond Numbers44:24 Embracing Change in a Challenging Market===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

Middle management isn’t just “stuck in the middle.” They’re the bridge that makes or breaks change. In this episode, Bud, Ross, and Mike dig into what happens when leadership signs off on a big change—like shifting comp plans or rolling out VXP—and suddenly it lands on the lap of an Area Sales Manager or Team Lead.We cover what it takes to translate leadership’s vision into real-world execution while keeping reps engaged and senior leadership confident.🔥 What you’ll hear about in this episode:🧑‍🤝‍🧑 The triple role of a middle manager: therapist, translator, and champion🏗️ Why authenticity beats regurgitation every time when sharing new plans🧠 How to manage fear of change—both your own and your team’s🗣️ Best practices for introducing new comp structures to reps🚦 The power of saying the why (and how to make it stick)🐘 Why you should never try to eat the elephant in one bite—incremental change wins🌊 How to lean into your early adopters to create a positive wake for the rest of the team⏸️ What to do when you’ve got a “negative Nancy” or active detractor on your team📝 A tactical framework: Stop. Keep. Start. — cutting out low-value work, doubling down on what matters, and adding smart experiments💡 Takeaway: Middle management is the glue that holds transformation together. When they show up as authentic coaches, translators, and champions, change doesn’t just get “pushed down”—it actually sticks.📢 NBWA Convention Reminder We’ll be live at NBWA in Las Vegas!🎙️ Tapped In Live Session: Who’s Wagging Who? Fixing Broken Incentives and Taking Back Control of Your Sales Strategy — Tuesday, Oct 14, 8:00 AM🍻 Special gift for anyone who brings a beer to the session (yes, even at 8 AM!)📍 VXP Booth #1614 in the Milano Ballroom — come say hi, talk incentives, and grab some Tapped In gearChapters00:00 Navigating Change as a Middle Manager03:15 The Role of Middle Management in Change Implementation06:12 Building Trust and Communication09:25 Best Practices for Senior Leaders12:23 Engaging Reps in the Change Process15:02 Authenticity in Communication18:00 The Importance of Understanding Your Team20:40 Conclusion and Key Takeaways24:16 Managing Up and Down: The Dual Responsibility25:28 Framing Challenges Positively27:36 Building Trust in Management29:23 Engaging the Team: The Spectrum of Change31:49 Dealing with Resistance: The Negative Wake36:03 Accountability and Support in Management38:09 The Shift in Management Dynamics41:41 Incremental Change vs. Wholesale Transformation46:59 Co-Creation in the Market: A New Model?===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

In this episode of Tapped In Sales, Bud, Ross, and Mike break down one of the most powerful (and underrated) leadership concepts in the beer business: the deposit and withdrawal feedback loop.Think of leadership like a bank account — every thank-you, shoutout, and show of appreciation is a deposit. Every time you correct someone, change the plan, or push harder — that’s a withdrawal. If your account is empty, your coaching won’t land. If it’s full, you can move mountains.You’ll hear real stories from the warehouse floor, how to build trust with reps before you need it, and why serendipitous recognition often beats any fancy bonus program. Plus:What seagulls have to do with bad managers 🐦💩Why micromanagers get weeded out fastHow to manage up using the same frameworkWhether you're a team lead, warehouse manager, or running a whole sales organization — this one’s a masterclass in building trust before you need to spend it.🔑 What You’ll Learn in This Episode💰 The “feedback bank” — why leadership is all about deposits and withdrawals🧯 Silence, chaos & shifting quotas = trust overdraft📸 Recognition works best when it’s real-time and specific🧱 How to earn the right to coach (without losing buy-in)🙌 Why consistency beats intensity in building team culture🔔 Don’t Miss👉 Join us LIVE at NBWA in Vegas – Booth #1614🎁 Bring a beer to our 8am session and get a surprise gift📧 Send in your listener questions to info@vxptech.comChapters00:00 Introduction and Episode Overview02:02 The Deposit and Withdrawal Feedback Loop10:07 Recognition and Trust in Leadership16:13 The Impact of Positive Reinforcement20:02 Common Overdraft Triggers in Relationships21:09 Trust and Communication in Management22:59 Managing Up: Problem-Solving Strategies25:18 Practical Ways to Make Deposits27:54 Consistency Over Grand Gestures30:13 Building Relationships from Scratch33:49 Giving Agency to Team Members36:42 The Importance of Trust in Leadership37:34 Cyclical vs. Structural Changes in the Industry43:09 The Impact of COVID on Drinking Culture49:13 Authenticity in Marketing and Branding===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

Bud, Moneyball Ross, and Data Mike connect the Fed’s rate cut to what happens at the shelf: consumer inflation vs. producer costs, why long-term rates can rise after a cut, and how that trickles into beer pricing, on-premise dynamics, and the fight for the marginal dollar.Then we get street-level: ride-alongs, Walmart end-caps, “airspace” in coolers, moving underperforming SKUs to the right neighborhood, and designing value plays (99¢ singles, can specials) when the consumer’s squeezed. Volume may be red, but reps are finding green by shifting perspective from cases to gross profit and making small, high-leverage moves.We wrap with market share strategy (AB’s window), the on-premise draft reset, and the rise of THC/Delta-9—plus a quick Vegas invite for NBWA.What you’ll learn📈 Why a Fed rate cut doesn’t always drop long-term rates—and how that hits consumers (and you)🛒 Producer vs. consumer inflation (commodities easing while grocery stays sticky)🟢Chasing green GP when volume is red: end-caps, “airspace,” register-ring tactics, mix shifts🥊 Market share plays in a weak consumer environment (and why some suppliers may delay price increases)🍻On-premise pivots & single-serve value when wallets are tight🌿 THC/Delta-9 guardrails (serving sizes, flavors, placement)Chapters00:00 Welcome to the Tapped In Podcast01:36 Economic Overview: Fed Rate Cuts and Inflation07:48 Consumer Behavior and Price Increases13:38 Market Share Dynamics and Strategic Pricing17:33 On-Site Experiences and Market Trends20:09 Innovative Retail Strategies for Profitability23:43 Consumer Mindset Shifts in Beverage Choices27:43 Maximizing Shelf Space and Product Placement31:37 Adapting to Consumer Trends and Pricing Strategies35:38 The Future of Beverage Sales and Market AdaptationSee Tapped In Podcast In PersonSee us at NBWA (Las Vegas): Booth 1614 (Milano ballroom).8:00 AM session: Who’s Wagging Who? Fix Broken Incentives & Take Back Control.Show up with a beer… there might be a prize. 😉===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

In this episode of Tapped In Sales, Bud, Moneyball Ross, and Data Mike zoom out before zooming in.📰 First up, Ross brings receipts from the jobs report and macroeconomic data to explore whether a recession is quietly already here — and why Joe Sixpack may have seen it coming before the Fed.🍺 Then, we dig into the internal headwinds that are killing motivation in the beer sales world: – Incentive fatigue – Micromanagement – Misaligned goals – Delayed supplier bonuses – And the deadly combo of confusion and chaos.📉 We talk about “death by a thousand cuts” and what your operation might be doing (without realizing it) to suppress rep performance. Bud walks through how GP/CE growth can still happen in a down market — if you have extreme alignment and clear daily plans.💊 Plus: twisted incentives, trust bank overdrafts, Halfbacks in Appalachia, and the return of Jim Koch.If your team is tired, confused, or disengaged… this episode is your wake-up call.Chapters00:00 Consumer Sentiment and Alcohol Sales02:47 Impact of Interest Rates on the Economy05:35 Historical Context of Economic Cycles08:34 Discretionary Spending and Consumer Behavior11:41 Industry Resilience During Economic Downturns15:14 Population Growth and Economic Impact17:27 Motivation and Incentive Structures21:21 Alignment in Sales Goals24:51 Micromanagement vs. Autonomy27:01 Incentive Fatigue and Its Effects29:57 Feedback Loops and Trust33:00 Goal Setting and Realistic Expectations36:31 Non-Economic Motivators39:59 Conflicting Objectives in Sales43:35 Market Headwinds and Opportunities===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

You don’t build a warehouse every year—but when you do, the decisions you make will either save you millions… or haunt your ops team for decades. In this episode, we go off the beaten path of sales incentives to talk facilities, refrigeration, automation, and how to avoid getting forklift tines through your concrete walls (yep, that happened).Bud, Ross, and Mike are joined by Mike Pratt, longtime facility planner and project manager, who’s helped wholesalers across the country build smarter, scale better, and save millions in the process. Whether you're looking at a retrofit, a full-blown build, or just leasing overflow space "for a year" (spoiler: it won't be), this episode breaks down what top distributors are getting right—and where most screw it up.🧱 Topics Covered:🏗️ Why building early beats waiting for prices to drop🔁 The hidden cost of touching product multiple times☀️ Solar deadlines & what the 2027 tax credit window really mean🤖 ASRS vs. layer pickers vs. full-case automation🚚 Cross-docking consolidation and inter-company transfer traps❄️ ROI math on refrigeration systems (and why epoxy isn’t for everyone)📦 How SKU sprawl is reshaping warehouse design🧠 The future of humanoid robotics in beverage distribution🛠️ Key Takeaways:❌ “Don’t touch it twice.” Every extra move costs you more than you think📉 Short-term leases aren’t short-term. They quietly bleed cash over years🏢 Automation only works if your building’s ready. And most aren’t⏳ You have until 2027 for solar credits. But panel & labor shortages mean act now💰 Refrigeration upgrades don’t have to cost $1.2M. Unless you wait too longChapters00:00 Introduction and Technical Setup00:23 Guest Introduction and Background02:59 Facility Planning and Project Management05:49 Geothermal and Sustainable Solutions08:47 Building Materials and Construction Trends11:16 Challenges in Warehouse Operations13:57 The Need for Proactive Space Management17:21 Cost Avoidance and Long-Term Planning20:30 Operational Consolidation and Cross-Docking29:35 Automation Trends in Distribution36:14 Future of Automation and Facility Planning38:57 Solar Energy and Cost Savings43:20 Refrigeration Upgrades and Cost Avoidance🔗 Mentioned:📍 Mike Pratt – facility-planning.com | mike@facility-planning.com📍 VXP – vxptech.com | info@vxptech.com🎤 Distributor Productivity Summit (themes: automation, diversification, energy ROI)👉 Like what you’re hearing? Subscribe, rate, and share the Tapped In Sales Podcast with your team. We’ll see you in Vegas (hopefully not leasing warehouse space next to your actual warehouse).===============YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In SalesApple Podcasts: Listen on Apple Podcast Tapped In Sales===============Connect with Us:  Follow us on LinkedIn for the latest episodes, industry news, and insights from the beer distribution world.About Tapped In Sales:  Tapped In Sales is a podcast dedicated to beer distributors and beverage industry professionals who are looking to elevate their sales strategies and drive profitability. Hosted by industry experts Bud Dunn and Mike Hall, we dive deep into real-world stories, actionable insights, and the latest trends to help sales teams and managers unlock their full potential. Each episode blends data, strategy, and motivation, making complex topics easy to understand and implement.This podcast is powered by VXP Tech – the leading Sales Strategy Management system designed for beer distributors. VXP simplifies the complexities of goal setting, variable compensation, and sales team performance, helping you master your market and grow profits, case by case.Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!