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

Beer has been bringing people together for thousands of years. So why do we sell it like a solo act? Matt Moberly makes the case for the pitcher: same beer, poured for your friends, around one table. Let's get people back together. From Episode 116 of Tapped In Sales: Double Tap: They Don't Compete, They Multiply. 🎧 Full episode: https://youtu.be/xPJUVz5rd54 @TappedInBeveragePodcast
Sell More Pitchers #beersales
In Michigan, Oberon Day is basically a national holiday. People take off work, the bar is packed by two, and the crowd turns over all day long. Snow or sun, they show up. This is what happens when a brand becomes an occasion. From Episode 116 of Tapped In Sales: Double Tap: They Don't Compete, They Multiply. 🎧 Full episode: https://youtu.be/xPJUVz5rd54 @TappedInBeveragePodcast
Oberon Day Is a Holiday #beersales
Every supplier chases pod gaps. Almost nobody asks which gaps are worth chasing. Matt Moberly started putting a go-get value on every placement, and it changed how his whole team sells. Stop checking boxes. Chase the accounts that move the business. From Episode 116 of Tapped In Sales: Double Tap: They Don't Compete, They Multiply. 🎧 Full episode: https://youtu.be/xPJUVz5rd54 @TappedInBeveragePodcast
Not All Pods Are Equal #beersales
Every supplier talks about pod gaps. Almost nobody talks about which gaps are actually worth chasing. Matt Moberly does. He's got a master's in chemistry, 25 years in beer, and he runs the #1 New Belgium market in the country, and he thinks about selling beer like a science experiment. In this one we get into why the account closest to a rep's house is usually the wrong one to chase, how Two Hearted and Oberon make each other bigger instead of stealing from each other, and where the data stops and the human side of this business takes over. In this episode, we break down: 🍺 Why the pod closest to home is usually the wrong pod to chase 📊 How Matt quality-weights distribution gaps instead of treating every POD the same 🍻 The Double Tap: why Two Hearted and Oberon sell more together, not less 💸 FOLD (Fear of Lost Dollars) and why it moves reps and distributors alike 🧪 Running sales incentives like a chemistry experiment: hypothesize, test, measure, adjust 🗺️ Carrying the right things, not everything, and the on-premise data void 🤝 Where AI stops and the human side of selling beer begins Key takeaways: Not all PODs are equal. Chase the placements that rebuy and stick, not the checkbox pods that die in Bubba's back room. Double Tap is real. Two Hearted and Oberon don't cannibalize each other. Accounts pouring both saw roughly 4x the combined volume of the median single-handle account. FOLD moves people. If you're not getting those go-get dollars, your competition is, and that fear motivates both tiers. Run it like an experiment. Matt's first incentive push underwhelmed. The method worked, the execution needed tightening. Test, measure, adjust, repeat. Carry the right things, not everything. On-premise is still a data void. Discipline by style beats stacking five IPAs. Who is Matt? Matt Moberly started street-level at Bell's, built their national accounts team, then their business insights team, and ran sales and marketing for all of Bell's before the New Belgium merger. Today he's zone director of Michigan for New Belgium, the brand's number one market in the country. Chemistry background, data brain, on-premise heart. If you've ever argued with a supplier about goals or gaps, this is the supplier you wish you were arguing with. Chapters: 00:00 Intro 01:06 From chemistry lab to beer: Matt's path into the business 02:22 Building national accounts and business insights at Bell's 07:16 Larry Bell, the unconventional, and the BICC committee 08:36 The 19.2 story: finding the gaps worth chasing 14:23 Not all pods are equal: incentivizing the right placements 15:59 Bubba's back room: quality over checkbox volume 22:01 Changing a distributor's perspective without the hammer 25:34 Momentum: the most powerful thing a supplier can have 26:58 FOLD: fear of lost dollars 28:00 The Double Tap: where Two Hearted meets Oberon 32:42 Oberon Day and creating your own occasion 36:23 Too many IPAs: carrying the right things, not everything 42:10 A lot of crazy people own bars: the on-premise data void 44:53 Let's start with some pitchers: bringing beer back to the table 48:11 What gets you up in the morning: AI and the human side 53:35 Wrap Listen, learn, and enjoy what you do. 📩 Reach the crew: info@vxptech.com #BeerDistribution #BeerBusiness #SalesLeadership #CraftBeer #TwoHearted #Oberon #NewBelgium #BellsBrewery #OnPremise #TappedInSales
Double Tap: When Brands Don't Compete, They Multiply
Stop looking in the rearview mirror. Sean Baker on why the distributors who win stop reporting yesterday's news and start creating headlines, shifting their attention from what already happened to what's about to happen next. From Episode 115 of Tapped In Sales: That's Not Vibes, That's Hope and a Prayer. 🎧 Full episode: https://youtu.be/U6kZIzGEjPM @TappedInBeveragePodcast
Windshield, Not Rearview #beersales
"Insights without action is just overhead." Sean Baker on why all the data and dashboards in the world mean nothing if your team isn't using them to make a better decision. For beer and beverage distributors drowning in reports, this one hits. From Episode 115 of Tapped In Sales: That's Not Vibes, That's Hope and a Prayer. 🎧 Full episode: https://youtu.be/U6kZIzGEjPM @TappedInBeveragePodcast
Data Without Action Is Overhead #beersales
A distributor told Sean Baker he was making decisions "based on vibes." Sean's answer: that's not vibes, that's hope and a prayer. When your drivers report 150 shorts and inventory says all 150 were in stock, that's not a driver problem, it's a visibility problem. You can't manage what you can't measure. From Episode 115 of Tapped In Sales: That's Not Vibes, That's Hope and a Prayer. 🎧 Full episode: https://youtu.be/U6kZIzGEjPM @TappedInBeveragePodcast
Hope And A Prayer #beersales
That's Not Vibes, That's Hope and a Prayer | ft. Sean Baker, Rarig Pacific A distributor told Sean Baker he was making decisions "based on vibes." Sean's response: that's not vibes, that's hope and a prayer. And it's how a lot of warehouses still run. This week we get operational. Sean Baker from Rarig Pacific has driven the truck, run the warehouse, sold the route, trained the reps, and sat on the supplier side. He breaks down why so many distributors manage their business on assumptions instead of truth, what overs and shorts are really costing you, and why the future is tech that makes your people better, not tech that replaces them. If you've ever pulled an inventory report showing 150 items in stock the same night your drivers reported 150 shorts, this one's for you. In this episode, we break down: 🍺 Why "running on vibes" is really just hope and a prayer 📦 The overs & shorts problem: 150 shorts reported, 150 in stock 🔍 Operational truth and why you can't manage what you can't measure 🤖 Tech that augments people instead of stripping them out 🚚 U-boats, duo lifts, and quit touching the case 15 times 💰 How to actually structure warehouse and delivery comp 🤝 Why high tide raises all ships in this industry CHAPTERS 00:00 Cold open (and the birds) 00:39 Welcome back: meet Sean Baker, Rarig Pacific 01:43 "That's not vibes, that's hope and a prayer" 04:04 Sean's journey: from downstacking cases to leading tech 15:39 What keeps distributors up at night 19:31 The departments quietly working against each other 23:00 Old dogs, new tricks: U-boats vs the duo lift 27:36 Inside our six-wheeler play (and the union contract loophole) 30:49 How to structure warehouse & delivery comp 37:28 Overs, shorts, and the airline-bag problem 39:16 Reactive to predictive: looking through the windshield 45:14 The future of the warehouse and humanoid robots 49:27 Strategic partnerships: high tide raises all ships 52:17 Mike checks in from off-grid Jackson Hole 54:36 How to reach Sean and Rarig 57:54 Wrap Got a question for the show? Hit us up at info@vxptech.com and we'll pass it along to Sean too. If you like what we're doing, like, subscribe, and share with a friend. #beerdistribution #beveragealcohol #sales #operations #warehouse #distributors #TappedInSales #beerbusiness #supplychain #VXP
That's Not Vibes, That's Hope and a Prayer
The mood on Delta-9 just flipped. Distributors stopped waiting for a rescue and started planning to run inventory to zero. Alicia and Ross on why hope ran into a wall this month and what to do about your exposure. From Episode 114 of Tapped In Sales — Out of Balance Equals Opportunity. 🎧 Full episode: https://youtu.be/NBeP_JLcrc0
Hope Is Not a Strategy #beersales
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