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.com

Chapters

00:00 Festive Beginnings: The Christmas Spirit

00:14 The State of Distribution: Challenges and Opportunities

02:59 Pepsi's Strategic Moves: Refranchising Rumors

05:55 Operational Challenges: The Cost of Distribution

09:02 Financial Perspectives: Balancing Control and Margins

12:10 The Future of Distribution: Consolidation and Alliances

17:38 Navigating Capital and Control in Distribution

19:06 The Role of AB and Southern Glaciers

21:25 Market Trends and Control Dynamics

23:18 Thanksgiving Trends and Consumer Behavior

24:07 Goal Setting and Industry Challenges

28:47 Generational Shifts in Drinking Culture

32:08 The Impact of Social Media on Alcohol Consumption

35:10 Trends in Goal Setting and Market Performance

36:56 Mindset Shifts for Positive Outcomes

40:31 The Power of Positive Thinking

44:34 Convergence of Mindset and Reality

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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!

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