VXP

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Tapped In Podcast Sales and Strategy for beer distributors

Tapped In – the podcast for Beverage Distributors that want to empower their sales team to drive business results

Hosted by Bud Dunn and Mike Hall of VXP

Tapped In Podcast is the ultimate resource on topics of interest to Sales Teams in the beverage distribution industry

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Episodes

On-premise beer is up ~2.6%. Off-premise is down nearly 4%. Consumers have spent over $1 trillion eating and drinking away from home since COVID. This isn’t a theory — it’s a behavior shift. And it’s reopening opportunity that many distributors stopped prioritizing. Shoutout to Lester Jones (NBWA) for the data. 🎧 Full episode: Tapped In Sales Podcast – Episode 94 📺YouTube: https://youtu.be/YbDwEyiDTIc @TappedInBeveragePodcast
This Beer Sales Stat Changes Everything #beersales
Everyone keeps talking about beer like it’s falling apart. Closures. Layoffs. Flat volume. But here’s the part no one says out loud 👇 If you’re a distributor, this market actually puts you in the driver’s seat. Consolidation, NA sprawl, celebrity spirits — all of it creates optionality. The real risk isn’t contraction. It’s being invisible when attention gets reallocated. 🎧 Full episode: Tapped In Sales Podcast – Episode 94 📺YouTube: https://youtu.be/YbDwEyiDTIc @TappedInBeveragePodcast
Beer Isn’t Collapsing & Distributors Are in Control #beersales
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 Takeaway The 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 & Questions Have thoughts, questions, or strong opinions? Email us at info@vxptech.com — we actually read them. Chapters 00:00 Introduction and Personal Anecdotes 04:38 Dry January: Trends and Observations 08:41 Social Dynamics and Alcohol Consumption 09:08 The Evolving Spectrum of Moderation 10:51 The Growth of Non-Alcoholic Beverages 12:35 Consumer Preferences: Taste vs. Health 14:47 Distribution Strategies for Non-Alcoholic Brands 15:44 Consolidation in the Beverage Distribution Industry 18:49 The Future of Beer and Spirits Distribution 21:51 Navigating the Changing Landscape of Beverage Supply 25:03 The Impact of Economic Factors on the Beverage Industry 30:40 The Role of Capital Investment in Industry Growth 38:53 The State of the Brewery Industry 41:35 Consumer Behavior and On-Premise Trends 44:54 Future Opportunities in the Beer Market =============== YouTube: http://www.youtube.com/@TappedInBeveragePodcast Spotify Podcast: https://open.spotify.com/show/1AuQiKjRrHy0JmwwvTAzAJ?si=7189540cc7e344c9 Apple Podcasts: https://podcasts.apple.com/us/podcast/26-how-to-make-your-pfp-a-guaranteed-monthly-bonus/id1744836870?i=1000673130206 =============== 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!
Dry January Isn’t Dead, It Just Grew Up
You can argue about what consumers should do — or you can follow what they’re actually doing. The trucks and the warehouse already tell the truth. If beer is losing share and that share is moving to energy, RTDs, or sparkling water — and you’re not aligned to that shift — you’re missing the opportunity. Being a distributor today means following dollars inside the warehouse, not pretending they’re leaving it. 🎧 Full episode: Beer Business Daily Summit Takeaways: Why Volatility Favors Distributors 📺YouTube: https://youtu.be/uMUI93hhI1o @TappedInBeveragePodcast
You Don’t Control the Consumer #beersales
Trying to protect shrinking categories is like trying to push the ocean back. Distributors don’t win by fighting national trends inside their own markets. They win by following consumers, reallocating effort, and moving with demand — not against it. Volatility doesn’t kill distributors. Fighting it does. 🎧 Full episode: Beer Business Daily Summit Takeaways: Why Volatility Favors Distributors 📺YouTube: https://youtu.be/uMUI93hhI1o @TappedInBeveragePodcast
Stop Fighting the Tide #beersales
You can’t script your way out of volatility. There’s too much complexity, too many moving parts, and too many opportunities changing in real time. If your sales strategy depends on perfectly programmed monthly plans, you’re already behind. The next step isn’t more rules — it’s turning reps into knowledge workers who can think, adapt, and act in the field. 🎧 Full episode: Beer Business Daily Summit Takeaways: Why Volatility Favors Distributors 📺YouTube: https://youtu.be/uMUI93hhI1o @TappedInBeveragePodcast
You Can’t Program Your Way Through This Market #beersales
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 workers The 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 Podcast 01:41 Health Trends and Consumer Behavior 07:31 Hypocrisy in Beverage Choices 12:30 Opportunities for Distributors 17:19 Emerging Trends in Alcoholic Beverages 19:45 Innovative Product Launches 23:19 The Rise of High ABV Beverages 29:48 Convenience Store Dynamics and Consumer Behavior 35:59 The Hispanic Consumer's Resilience and Market Trends 43:27 Navigating the Future of NA Beverages and Market Adaptation =============== YouTube: http://www.youtube.com/@TappedInBeveragePodcast Spotify Podcast: https://open.spotify.com/show/1AuQiKjRrHy0JmwwvTAzAJ?si=7189540cc7e344c9 Apple Podcasts: https://podcasts.apple.com/us/podcast/26-how-to-make-your-pfp-a-guaranteed-monthly-bonus/id1744836870?i=1000673130206 =============== 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 Business Daily Summit Takeaways: Why Volatility Favors Distributors
When performance is visible, behavior changes. Not because reps are forced — because they want to win. Clear expectations. Real competition. Better results. 🎧 Full episode of Tapped In Sales out now. 📺YouTube: https://youtu.be/6U5LGEIpDVU @TappedInBeveragePodcast
How Competition Changes Sales Behavior (Without Yelling) #beersales
Too many brands chase trends instead of finding real running lanes. By the time everyone piles in, the gold rush is already over. This applies to beer, sales, and business — period. 🎧 Full episode of Tapped In Sales out now. 📺YouTube: https://youtu.be/6U5LGEIpDVU @TappedInBeveragePodcast
The Problem With Being the 47th Hazy IPA #beersales
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