Tapped In Sales and Strategy for Beer Distributors

Molson Coors made its first real swing into RTDs with Monaco, and we get into what that means for the category, the distributor, and the bigger land grab happening in beyond beer right now. We also talk through why Carbliss may have been the harder brand to buy, what valuation really looks like in a hot category, and why optionality still matters if you’re a distributor sitting on multiple horses.From there, we shift into the bigger picture: oil, freight, inflation, recession chatter, and what that could mean heading into summer. Ross breaks down the economic side, George talks about the industry mindset, and I make the case that beer still has a lot going for it if things get tighter because it remains one of the best value luxuries out there. Bottom line: there are still tailwinds in this business, but there are some real headwinds forming too.What we hit in this episode:🥫 Molson Coors buys Monaco🍹 Why RTDs are still in land-grab mode⛽ Recession rumblings and rising fuel costs📈 What March sales are telling us🍺 Why beer still has value if wallets tighten☀️ How distributors should think heading into summerListen, learn, and enjoy what you do.If you’re in beer distribution and trying to make sense of the RTD race, economic pressure, and summer selling season all at once, this episode is for you.Chapters00:00 Introduction and Welcome02:17 Industry Predictions and Market Trends04:37 Acquisitions in the Beverage Industry07:30 The Impact of RTDs on Market Dynamics10:26 Sales Trends and Market Insights13:47 Economic Factors Affecting the Beverage Industry18:03 Impact of Rising Fuel Prices on Supply Chains20:49 Economic Indicators and Recession Concerns24:15 Beer Purchases Index: A Leading Indicator27:06 Industry Resilience and Adaptation33:31 Consumer Behavior and Value Perception===============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, we hit pause on the usual industry talk and kick off something a little different: the Origin Series.First up is Data Mike.Before he was helping distributors make sense of goals, data, incentives, and execution, Mike was a young guy driving past the Budweiser building thinking, “I want to work there.” What followed was a winding path through warehouse nights, forklift duty, truck loading, operations management, sales leadership, analytics, and eventually a key role helping shape how VXP works with distributors today.Bud, Ross, and Mike unpack the full story — from the early days at Atlas, to learning the business from the ground up, to the role changes, hard-earned lessons, and big career moments that helped make Mike who he is.This episode is part beer business history, part career journey, and part behind-the-scenes look at one of the voices you hear on the show every week.In this episode, we get into:🍺 How Mike accidentally found his way into the beer business🛒 Starting out merchandising competitor brands before landing at Atlas🌙 Life on the warehouse night shift and learning the business from the ground up📈 Becoming Operations Manager at just 21 years old🤝 What Mike learned managing warehouse and driver teams in a union environment📦 How forecasting, routing, inventory, and special events expanded his role🚚 The shift from operations into sales and sales execution📊 Why Mike became obsessed with data, reporting, and performance tracking🚀 How Atlas launched VXP and why Mike became such a key part of making it work🎯 The evolution of goal-setting, team lead pay, and sales accountability🔄 What happened when Atlas sold — and how Mike ultimately landed at VXP full time🧠 Why Mike still loves learning from distributors all over the countryAt its core, this episode is about growth, adaptability, and what happens when somebody keeps saying yes to the next challenge.If you’ve ever wondered where Data Mike came from, this is the episode.🎧 Listen, learn, and enjoy what you do. Also… share it with a friend if you love it.Chapters00:00 The Origin Series: Mike's Background02:04 Early Career Aspirations and Entry into the Beer Industry04:49 Progression in the Warehouse: From Loader to Manager08:00 Navigating Management Challenges and Union Dynamics10:57 Special Events and Market Engagement13:58 The Vegas Story: Lessons from Early Career23:13 Reflections on Growth and Future Directions23:47 From Operations to Sales: A Journey of Change31:52 Embracing Technology: The Data-Driven Shift36:38 The Evolution of Compensation: Adapting to New Structures45:00 Navigating Change: The Transition to Kellogg's51:07 Returning to Roots: The Call Back to VXP===============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.If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

Beer is changing again.In this episode of Tapped In Sales, Bud, Ross, and Mike break down some of the biggest shifts happening in the beer business right now — from Michelob Ultra officially taking the top spot, to Guinness continuing its surge, to the growing signs that the industry power map is being redrawn in real time.The crew digs into what it really means that Bud Light has now been passed, why Ultra continues to separate itself from the pack, and how brands like Guinness and Busch Light are winning by leaning into identity, occasion, and consumer fit.They also talk through what’s happening in the on-premise world after St. Patrick’s Day, including why draft volume can be up while revenue is down, whether pitchers could ever make a comeback, and what today’s consumer behavior is telling us about affordability, group drinking, and occasion-based sales.To close it out, the guys unpack the latest on Reyes Beverage Group’s growing acquisition of RNDC markets, what that says about the future of distribution, and why this move could be one of the clearest signs yet that the middle tier is still evolving fast.And yes… somehow pickle beer made it into the conversation too.In this episode:🍺 Michelob Ultra becomes the #1 beer📉 What Bud Light’s decline really means🍀 Why Guinness keeps gaining momentum🚫🍺 The role Guinness Zero is playing in the story📊 St. Patrick’s Day sales trends and BeerBoard takeaways📈📉 Draft up, revenue down: what’s going on?🍻 Could pitchers make a comeback?🥃🍷 Reyes expands deeper into wine and spirits through RNDC deal activity🎯 What all of this means for beer distributors trying to stay focused on growth and profitabilityKey takeaway:This isn’t just about one brand passing another. It’s about a broader reshuffling of power in beer — across brands, occasions, channels, and distributors. The winners are changing, the rules are changing, and distributors need to stay focused on where volume, profit, and momentum are actually moving.🎧 Listen, learn, and enjoy what you do.Chapters00:00 Podcast Scheduling and Guest Appearances02:10 Innovative Beer Trends: Pickle Beer and Nicaraguan Beer05:08 Market Shifts: Bud Light's Decline and Ultra's Rise08:04 Consumer Preferences and Brand Loyalty11:12 Cultural Impact on Beer Brands14:12 Future Strategies for Beer Distributors17:05 The Dynamics of Distribution and Supply Perspectives17:26 Guinness: The Engine of Irish Imports18:28 Understanding Guinness: A Healthier Choice?21:01 The Role of Education in Beer Consumption21:57 Repositioning Dark Beers in the Market24:04 The Impact of St. Patrick's Day on Beer Sales29:09 Trends in Draft Beer and RTD Sales30:27 Cultural Shifts in Beer Consumption38:47 Reyes Beverage Group: A Major Industry Shift===============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.If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!

We made it to 100.What started as a way for us to talk through the stuff beer distributors are actually dealing with — sales, profit, incentives, supplier pressure, leadership, route changes, category shifts, and everything in between — has turned into one of the most fun and meaningful things we get to do.So for Episode 100, we wanted to keep it simple.Instead of doing a big victory lap, we pulled together 10 of the biggest lessons we’ve learned over the first 100 episodes of Tapped In Sales.This episode is a look back at the ideas that have come up over and over again — the ones that still matter, the ones distributors are wrestling with right now, and the ones we think are going to matter even more going forward.We get into things like:📦 Why volume can hide bad decisions💰 How a profit focus changes rep behavior🎁 Why easy bonuses turn into entitlement🏆 The difference between a great rep and a compliant rep🎯 Why simplicity beats complexity in incentives and objectives📈 How the market has changed faster than most playbooks🔁 Why middle management can be a multiplier or a bottleneck🧩 How to think about portfolio complexity and focus🧠 Why the best distributors are getting more intentional🎮 And why distributors have more control than they thinkWe also spend some time reflecting on what we’ve learned personally over the last 100 episodes — how our own views have changed, where we’ve softened, where we’ve doubled down, and what we see more clearly now than we did when we started.If you’ve been listening for a while, this one is a good look back at the themes that have shaped the show.And if you’re newer to Tapped In, this is actually a pretty good place to start.To everybody who has listened, shared the show, sent us ideas, or stopped us in the market to say you’ve been getting value from it — thank you. We appreciate the heck out of you.Questions, ideas, or a topic you want us to hit on a future episode? Reach out anytime at info@vxptech.com. We’d love to hear from you.Chapters00:00 Celebrating 100 Episodes: A Milestone Reflection01:37 Lessons Learned: Volume vs. Profitability08:51 Changing Perspectives: The Importance of Profit Focus13:48 Entitlement vs. Performance: Rethinking Bonuses18:50 The Entrepreneurial Spirit: Great Reps vs. Compliant Reps21:42 Understanding Rep Performance: Compliance vs. Excellence23:31 The Complexity of Incentives: Simplicity Over Sophistication26:20 Navigating Market Complexity: The Role of Suppliers28:13 Adapting to Market Changes: The Need for Updated Playbooks31:51 The Importance of Middle Management: Translators of Strategy37:46 Focus Amidst Portfolio Complexity: Winning Strategies39:29 Intentionality in Decision Making: Working Smarter, Not Harder41:02 Distributors' Control: Realizing Market Influence46:04 Reflections on Growth: Lessons from 100 Episodes===============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.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!

In Episode 99, Bud, Data Mike, and Moneyball Ross break down some of the biggest category battles shaping beverage right now. From Sazerac stepping into Delta-9 with Fireball gummies, to Monster’s alcohol struggles, to the continued rise of RTD margaritas, this episode looks at where growth is happening and what it means for distributors.The crew also covers the latest Beer Purchasers Index, what VXP is seeing in the field, and why even in a soft beer environment, there are still real opportunities to win.In this episode:🔥 Sazerac’s move into Delta-9 and what it could mean⚡ Monster’s alcohol slowdown vs. energy’s momentum🍹 Why RTD margaritas keep growing📉 What the Beer Purchasers Index is signaling📊 What distributor results are showing so far in 2026📦 AB’s BeatBox move and what it says about the marketBottom line:The market is shifting, shelf space is getting more competitive, and distributors who stay sharp on category movement will be better positioned to win.Want to compare notes on what you’re seeing in your market?Reach out to us at info@vxptech.com — we’d love to hear what trends, challenges, and opportunities are showing up in your world.Chapters 00:00 Introduction and Episode Overview03:44 Sazerac Enters THC Gummies Market09:57 Major Players and Brand Movements in THC Space20:10 Monster's Earnings and Market Performance22:08 Shelf Space Dynamics in Convenience Stores28:42 RTD Margaritas: Market Leaders and Consumer Trends33:42 Market Outlook and Industry 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!

AI is showing up everywhere in distribution — conferences, vendor demos, supplier meetings, board rooms. But the real driver isn’t curiosity… it’s FOMO. In this episode, Bud is joined by Moneyball Ross, Data Mike, and Alicia (ex-distributor analytics + program admin leader, now VXP Customer Success) to cut through the hype and lay out what distributors should actually do first.What we cover😰 AI anxiety is real (workers + leadership + owners)🧰 AI isn’t a strategy — it’s a tool🧼 #1 prerequisite: clean data + data governance (garbage in, garbage out)🗂️ Where AI helps today: repeatable back-office work (reporting, compliance, incentive builds, analysis)🚫 What AI won’t fix: culture, broken workflows, misaligned incentives🕵️‍♂️ Avoid bad bets: don’t buy the demo — buy the clear explanation + integration + privacy answer⏳ Leaders need realistic expectations: time-to-value won’t be overnight🧑‍🤝‍🧑 Simple start: build a cross-functional committee + pilot one small use caseThe core takeawayStart with one question: “What problem are we trying to solve?”Then pick a narrow, repeatable task, validate the data behind it, and run a controlled pilot.ContactSend us your question — and share this episode with one operator who’s feeling the AI FOMO.info@vxptech.comChapters00:00 Introduction and Setup02:00 Understanding AI Anxiety in Distributors09:04 Navigating the Hype and Realities of AI12:29 AI as a Co-Pilot, Not a Replacement14:58 Understanding AI's Role in Business19:36 AI: A Tool, Not a Strategy24:20 Identifying Opportunities for AI Implementation27:23 Navigating Anxiety Around AI30:51 The Limitations of AI33:43 Establishing a Roadmap for AI Integration35:40 Creating a Committee for AI Projects44:54 The Importance of Realistic Expectations with AI===============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!

What do you actually do when your whole route-to-market changes—but your suppliers are still running the same old volume playbook from 2014?This episode started with a listener question from Greg:“How should distributors talk to suppliers when we change our go-to-market strategy?”So in this one, Bud, Ross, and Mike get very real about what happens when:Distributors are rerouting, restructuring, and right-sizing for profit and sustainabilitySuppliers are still showing up with POD bounties, deep discounts, and “just one more program”Everyone says they’re aligned, but the day-to-day incentives tell a different storyThis is not a doom-and-gloom “industry is dying” episode. It’s a how-to for playing the current game on purpose.Here’s what we get into:🔹 Why “just one more program” and deep discounts don’t work in a world of sustained core declines🔹 How reroutes, reorgs, and tighter rep bandwidth are forcing a new go-to-market model🔹 Supplier blind spots: POD money, draft pushes, and incentives where only the supplier wins🔹 How to talk to suppliers when you change the playbook (without blowing up the relationship)🔹 Using a clear North Star (profit, GP/CE, key accounts) so every program either fits or gets a “no”🔹 Bud’s 95/5 rule: don’t burn the whole relationship over the 5% you don’t agree onChapters00:00 Introduction and Context Setting05:28 Navigating Change in the Beverage Industry13:46 Strategies for Distributors and Suppliers15:34 Conclusion and Future Outlook16:34 Transforming Sales Strategies20:53 Aligning Supplier and Distributor Goals28:31 Navigating Change in the Industry32:41 Building Sustainable Relationships36:43 Fostering Open CommunicationGot a question you want us to tackle on a future episode—like Greg did?Send it to info@vxptech.com or hit us on LinkedIn and let us know what you’re wrestling with in your market.If this convo hits home, share it with a supplier partner or a fellow distributor who’s in the middle of a reroute or reorg right now. 🍻===============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!

NA just crossed $1B in sales.Sounds huge.Except… it’s still about 1% of a $110B+ alcohol industry.So is this the future — or are we getting distracted by the headline?In this episode, Ross and Bud unpack:📉 Why NA growth doesn’t offset core declines📦 What slowing SKU productivity actually means🏃‍♂️ Why Ultra NA might be the real story🥗 And whether “better-for-you” still winsThen we zoom out.States are proposing new “fees” (read: taxes).BAC limits are creeping lower.Cannabis tax revenues are falling.Are we solving real problems — or just moving money around?And finally…Self-driving cars.AI-generated ads.Robot vodka commercials.If cars drive themselves, does on-premise win?If AI floods marketing, does human storytelling become more valuable?Big themes. Big shifts.We’re not just talking headlines — we’re talking structure.Listen up. 🍻Chapters00:00 Introduction and Overview02:25 The Rise of Non-Alcoholic Beverages08:49 Taxation and Its Impact on Alcohol Consumption19:48 Self-Driving Cars and Their Implications for Alcohol Consumption26:13 Super Bowl Ads and Marketing Trends===============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!

What actually makes a good sales rep?Is it hitting 100% of objectives?Following the playbook?Keeping their head down and staying out of trouble?In this episode, Bud, Data Mike and Moneyball Ross to unpack a question that keeps coming up in the market — and one most organizations don’t answer very well.Because somewhere along the way, the industry started confusing compliance with performance.And they’re not the same thing.This conversation digs into:📋 Why “doing exactly what you’re told” is the baseline, not excellence✅ The difference between reps who check boxes and reps who create value🎯 How incentives shape behavior — sometimes in ways leaders don’t expect💰 Why great reps thrive under any pay plan (and what that says about your structure)🤔 The role curiosity, creativity, and consistency play in top performance👀 How good reps spot opportunities without waiting for reports or marching orders🧑‍🏫 What leaders and team leads can do to coach without killing a rep’s edgeThe team also shares real-world stories from the field — including:🎭 When a “top rep” was gaming the system🔄 How a rep nearly written off became #1 once incentives aligned🚧 Why some reps want the worst route in the house🤝 How collaboration (not competition) separates long-term winnersIf you’re a rep trying to level up, a manager trying to coach better, or an owner wondering whether your incentives are driving the right behaviors — this episode is for you.Have a question you want us to tackle on a future episode?Email us at info@vxptech.comIf you enjoyed this episode, please like, subscribe, and share it with a teammate — especially the one who’s always asking, “What do the top reps do differently?”Chapters00:00 Introduction and Reflections on the Week03:21 Defining a Good Sales Representative06:37 Characteristics of Effective Reps11:49 Incentives and Performance Measurement16:19 Creativity and Entrepreneurial Spirit in Sales17:41 Reevaluating Performance and Consistency22:30 The Importance of Trust and Relationships23:56 Coaching and Leadership in Sales27:08 Hiring for Mindset Over Experience30:24 Embracing Opportunities in Challenging Territories33:53 Collaboration Among Sales Reps36:16 Taking Initiative for Career Growth38:20 Market Trends and Super Bowl Insights===============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 is joined by Moneyball Ross and Silver Fox George for a wide-ranging, market-level conversation on how consumer behavior, portfolio complexity, and distributor economics are evolving in real time.Dry January didn’t disappear — it matured. And that shift is colliding with consolidation, NA hype, and a long-overdue on-premise rebound.This episode connects the dots.🔍 What We Cover🍺 Dry January → The Moderation Spectrum🚫🍻 NA Beer: Growth, Limits, and Reality🧩 RNDC, Reyes, and the Future of Distribution📉 Oversupply, Cheap Capital, and Industry Correction🏪 On-Premise Is Quietly Coming Back⚙️ What Distributors Should Be Doing Now🎯 Key TakeawayThe distributor is in the driver’s seat.Consumer behavior didn’t vanish — it diversified.The winners will be the distributors who embrace moderation, manage complexity, and stay disciplined on economics while everyone else chases noise.📩 Feedback & QuestionsHave thoughts, questions, or strong opinions?Email us at info@vxptech.com — we actually read them.Chapters00:00 Introduction and Personal Anecdotes04:38 Dry January: Trends and Observations08:41 Social Dynamics and Alcohol Consumption09:08 The Evolving Spectrum of Moderation10:51 The Growth of Non-Alcoholic Beverages12:35 Consumer Preferences: Taste vs. Health14:47 Distribution Strategies for Non-Alcoholic Brands15:44 Consolidation in the Beverage Distribution Industry18:49 The Future of Beer and Spirits Distribution21:51 Navigating the Changing Landscape of Beverage Supply25:03 The Impact of Economic Factors on the Beverage Industry30:40 The Role of Capital Investment in Industry Growth38:53 The State of the Brewery Industry41:35 Consumer Behavior and On-Premise Trends44:54 Future Opportunities in the Beer 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!

Fresh off the Beer Business Daily Summit in San Diego, we sat down to unpack what we heard, what surprised us, and—more importantly—what actually matters for distributors heading into 2026.There’s no shortage of headlines telling you what’s “killing beer.” Health trends. GLP-1s. THC. NA. Demographics. Convenience stores. Pick your culprit.But after a few days listening to operators, retailers, financiers, and suppliers, one thing became clear: this isn’t a collapse—it’s a reshuffle. And distributors are in a better position than they think.In this episode, we break down why volatility isn’t something to fear—and why it might actually be the biggest advantage distributors have right now.What we cover:🥗 Why “health & wellness” narratives often fall apart when you follow the money🌿 How NA, THC, high-ABV, and energy drinks are all competing for the same occasions📉 Why beer and wine are losing share—but not disappearing🏪 The rise of convenience stores, faster sets, and why nostalgia doesn’t pay rent🔥 What continued high-ABV growth tells us about fewer occasions and higher intent🔄 Why more volatility means more brand churn—and why that favors distributors🏗️ How distributors should think differently than suppliers in a fragmented, fast-moving market🧠 Why sales reps can’t just be box-checkers anymore—and what it really means to turn them into knowledge workersThe big idea:You can’t program for every opportunity in today’s beverage landscape. The category is moving too fast, consumer behavior is too fragmented, and the number of winning niches keeps growing.Distributors who lean into flexibility, empower reps to think, and follow demand instead of defending categories are the ones best positioned to win what comes next.Volatility isn’t the enemy.Trying to fight it is.As always—listen, learn, and enjoy what you do.And if you like what you hear, share it with a friend.Chapters: 00:00 Introduction to the Tapped In Sales Podcast01:41 Health Trends and Consumer Behavior07:31 Hypocrisy in Beverage Choices12:30 Opportunities for Distributors17:19 Emerging Trends in Alcoholic Beverages19:45 Innovative Product Launches23:19 The Rise of High ABV Beverages29:48 Convenience Store Dynamics and Consumer Behavior35:59 The Hispanic Consumer's Resilience and Market Trends43:27 Navigating the Future of NA Beverages and Market Adaptation===============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 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!