Tapped In Sales and Strategy for Beer Distributors

Q1 had a lot of beer distributors feeling pretty good.Then April showed up.In this episode, Bud, Moneyball Ross, and Data Mike break down what they are seeing across the beer industry after a strong first quarter, a choppy April, and a May planning cycle that has teams rethinking expectations heading into summer.The crew talks through the impact of gas prices, weather, tourist markets, Memorial Day travel, selling-day shifts, and whether the early-year optimism still holds as distributors look toward June and the Fourth of July build.They also get into Bush Light Apple, Keystone Light Apple, pickle beer, vodka-aid drinks, World Cup logistics, and whether delivery surcharges are starting to show up as fuel costs rise.In this episode:🍺 Why Q1 felt like a strong start for beer distributors⛽ How gas prices may be hitting tourist-driven markets📉 Why April missed expectations for some teams📊 How distributors are adjusting May goals and expectations🗽Why June could still be a strong setup with the Fourth of July build🍏 What’s happening with Bush Light Apple and Keystone Light Apple🥒 Why pickle beer might be more real than anyone expected🚚 Whether fuel costs are pushing distributors toward delivery feesThe big takeaway: April may have been a gut check, but the summer story is not written yet.🎧 Listen, learn, and enjoy what you do. Also… share with a friend if you love it!📩 Have a question for the show? Reach out at [email protected]:00 VXP Q1 & April Sales Update07:27 World Cup Impact15:28 Expectations for May and June21:09 Innovations in Beverage Industry26:47 Market Trends and Consumer Behavior===============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 is joined by Moneyball Ross and George “The Silver Fox” for a recap of the NBWA Legislative Conference and a conversation about why Washington matters to beer distributors.The big theme: even if you don’t care about politics, politics cares about you.In this episode, the guys break down the mood coming out of NBWA, the shift from Q1 cautious optimism to a slower April, and how fuel prices, consumer pressure, and economic uncertainty are showing up in the market.They also dig into one of the biggest topics in D.C.: hemp and Delta-9 beverages. Are these products a distraction from beer, a threat to volume, or an opportunity for distributors to capture more discretionary dollars?From there, the conversation moves into GLP drugs, AI shopping agents, the future of convenience stores, live events, redistricting, and the 2026 midterm math.For beer distributors, this episode is a reminder that the business does not operate in a vacuum. Politics, regulation, technology, and consumer behavior all find their way back to the route.Key Topics🏛️ NBWA Legislative Conference recap📉 Cautious optimism vs. April reality⛽ Fuel prices and consumer pressure🌿 Hemp, Delta-9, and distributor strategy💊 GLP drugs and changing consumption🤖 AI shopping agents and human curation🏪 Convenience stores and the future shopper🗳️ Midterm math, redistricting, and why politics mattersSubscribe to the Tapped In Sales Podcast, share it with a friend in the beer business, and send us your questions at [email protected], learn, and enjoy what you do. Cheers!Chapters00:00 Introduction and Context Setting01:36 Cautious Optimism in the Industry04:51 Impact of Fuel Prices on Consumer Behavior07:28 The Role of Cannabis in Beverage Alcohol10:19 GLP-3s and Their Potential Impact on Consumption13:13 Shifts in Consumer Shopping Behavior16:29 Cultural Differences in Convenience Store Experiences20:47 The Future of Shopping and AI Influence26:46 Navigating the Hemp Industry and Legislative Changes32:07 Political Dynamics and Midterm Predictions48:18 Industry Trends and Future 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!

Bud, Mike, and Ross are joined by Lester Jones, Chief Economist and Vice President of Data Analytics at the National Beer Wholesalers Association, for a wide-ranging conversation on the state of the beer industry, the consumer, and where opportunity still exists for distributors.The episode opens with the breaking news around medical marijuana moving to Schedule III and the ongoing confusion around hemp, THC, and beverage alcohol policy.From there, Lester digs into the bigger story: the beer consumer is not gone — they are just behaving differently.Consumers are still spending. They are still going out. They are still drinking. But more of that spending is happening away from home, which changes how beer volume shows up in the data.In this episode, we cover:🍺 Why consumer sentiment and behavior do not always match📊 How away-from-home spending is changing the beer volume story🏪 Why the on-premise still matters for brand building📈 What the Beer Purchasers Index says about distributor confidence👥 Why more beer drinkers can still mean lower per-capita consumption🎯 Why distributors need to rethink accounts, channels, occasions, and retailer value💡 What FinTech data is showing about on-premise and off-premise brand performanceKey takeaway:The consumer did not quit beer.The occasion changed.If distributors only look at grocery store velocity or off-premise volume, they may miss where the consumer is actually spending. The opportunity is still there, but the old playbook may not be enough.As Lester puts it, the goal is not fewer people drinking more.It is more people drinking less.Listen now:If you like what we’re doing, please like, subscribe, and share the episode with a friend in the industry.Have a question for the show? Email us at [email protected]:00:00 The Impact of Marijuana Reclassification07:21 Exploring the Economy and Consumer Behavior18:10 Understanding the Beer Purchaser's Index (BPI)21:30 Industry Equilibrium and Consumer Spending24:47 Gas Prices and Consumer Behavior28:15 Shifts in Beer Consumption Patterns29:37 The Growing Number of Beer Drinkers31:19 On-Premise vs Off-Premise Dynamics37:55 The Future of Beer Distribution43:37 Leveraging Data for Market Insights54:17 How We Roll===============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!

Everybody talks about PODs like they’re straightforward. They’re not.In this episode of Tapped In Sales, Bud is joined by Moneyball Ross, Data Mike, and Alicia to break down one of the most misunderstood parts of sales execution in beverage distribution: points of distribution. What sounds simple on the surface quickly gets messy once you dig into the details.The crew unpacks the difference between simple distribution and effective distribution, why supplier language often creates confusion, how rolling periods and net new math can frustrate reps, and why so many distribution programs fail to deliver real ROI. They also get into wine and spirits vs. beer differences, rebuys, draft handle rotation, finished product loss, and the bigger question behind it all: what are we actually trying to achieve with these programs?This episode is a practical look at why better definitions, better tracking, and better alignment matter if you want distribution goals to drive real results instead of just more activity.In this episode, we cover:🔥 Why “simple distribution” is often anything but simple📦 The difference between simple distribution and effective distribution🗣️ Why POD terminology gets distorted between suppliers, brand teams, analysts, and reps➕ New PODs vs. net new PODs and why that distinction matters🎯 The problem with rolling periods and moving goalposts👀 Why visibility and clean tracking are critical for rep trust🍷 How wine and spirits programs often define PODs differently than beer📏 The pros and cons of quantity-qualified placements💸 Why some distribution incentives create more cost than value📊 How to think about ROI, retention, and finished product loss after the program endsWhy it matters:If your team does not clearly understand what is being measured, how it is being measured, and what success actually looks like, distribution programs can become noisy, frustrating, and expensive. This episode is about cutting through that confusion and getting back to smarter execution.Like what you heard?👍 Like the episode🔔 Subscribe to the podcast📲 Share it with a friend in the business📧 Have questions or ideas for a future episode? Email us at [email protected]===============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, we bounce from Mike’s Caribbean adventures and octopus appetizers into a bigger question: with fuel costs rising, consumer habits shifting, and GLP-1s becoming more mainstream, why is beer still holding up better than a lot of people expected? We get into the pressure building underneath the market and what distributors should be watching as summer selling season gets rolling.In this episode, we cover:⛽ what rising gas and diesel prices could mean for beer and the broader consumer📈 whether strong year-to-date trends are real or just lagging economic pressure🍺 why imported and Hispanic beer still seem to have momentum💉 if GLP-1s are a real long-term threat to beverage alcohol demand🌾 why beer may actually have a stronger “simple ingredients” story than people realize🍷 and a quick detour into fine wine as an investment, because Ross couldn’t help himselfBottom line:There are definitely headwinds building, but beer has not rolled over. Not yet. And if you’re a distributor, this is the kind of moment where paying attention to consumer behavior matters a lot more than just staring at volume.Chapters00:00 Mike's Caribbean Experience05:54 Driving in the Caribbean: A Unique Challenge09:51 Snorkeling Adventures and Ocean Fears10:35 Adventures Underwater: Facing Fears12:46 Gas Prices and Their Impact on the Industry14:12 Trends in Beer Sales Amid Economic Challenges15:56 Inflation and Consumer Behavior: A Deep Dive18:00 Stagflation: The Federal Reserve's Dilemma21:11 Hispanic Consumers and Market Trends23:47 The Impact of GLP-1 on Alcohol Consumption27:06 Fine Wine as an Alternative Investment37:42 Looking Ahead: Industry Predictions and TrendsHave a question about beer, sales, incentives, supplier pressure, or what you’re seeing in your market? Shoot us a note at [email protected] and we may cover it on a future episode.===============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!

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 [email protected]. 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 [email protected] — 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 [email protected]: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 [email protected] 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 [email protected] 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 [email protected] — 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 [email protected] 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 [email protected] 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: [email protected]🎧 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: [email protected]🎧 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:[email protected] 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 [email protected] — 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: [email protected]📬 Have Questions or Want to Learn More?Email the show at [email protected] 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: [email protected]: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: [email protected]🎧 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 [email protected] 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: [email protected]: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 ✉️ [email protected] | 🌐 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 [email protected] — 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 [email protected]: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 [email protected]: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 | [email protected]📍 VXP – vxptech.com | [email protected]🎤 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!

In every sales team, there's a small crew that doesn’t follow the map — they make the map.In this episode, Bud, Mike, and Ross tap into an unlikely source of sales wisdom: honeybees. Specifically, the 20% that ignore the famous “waggle dance” and go rogue. It turns out, those noncompliant bees are the key to discovering new food sources — and in our world, new products, new strategies, and new wins.We explore:🐝 The science behind noncompliant bees — and what it means for sales🛠️ Why you don’t want a hive full of robots💡 Real stories of reps who broke the rules and found gold (think: Cutwater before it was cool)📈 Why today's winners are focusing on trying experiments👥 The power of peer-to-peer recognition and how to call out great reps without a plaque⚔️ Why the command-and-control era is over — and what leaders should build insteadIf you’re trying to lead reps through a changing marketplace, this is your blueprint for building autonomy, curiosity, and momentum — without losing control.Chapters00:00 Introduction and Setting the Stage01:25 The Connection Between Bees and Sales07:24 Exploring Compliance vs. Non-Compliance in Sales12:55 Empowering Sales Reps for Innovation19:35 Sharing Success and Encouraging Experimentation22:06 The Power of Serendipity in Recognition23:44 Dopamine and Recognition: The Buffalo Analogy25:41 Behavioral Economics and Team Dynamics28:37 Adaptability in a Changing Marketplace31:45 Decentralization and Independence in Business32:47 Market Trends in Beverage Alcohol45:20 Consumer Behavior and the Cutwater Challenge===============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!

Change is constant in sales — but getting it to actually stick is a different story. Too often, new initiatives feel like top-down mandates: PowerPoints, forced training, and rolled-out processes that never take root.In this episode, Bud is joined by Ross, Mike, and George to unpack how real change takes hold inside sales teams. The crew digs into what separates short-lived initiatives from transformations that last, and why trust is the true currency of change.What we cover in this conversation:🔑 Why trust is the foundation for any meaningful change🪞 The role of transparency in turning skepticism into buy-in🧑‍🤝‍🧑 How middle management acts as translators and torchbearers for new initiatives📈 The adoption curve — and why early adopters pull the rest of the team forward⚠️ Common pitfalls leaders face when they try to push change too fast or without the right champions💬 Tactics for building feedback loops that actually surface the truthWhether you’re leading a sales team through a pay plan shift, rolling out new technology, or tackling big structural changes, this episode gives you the mindset and tools to make change stick.Chapters00:00 Trust as a Foundation for Change02:50 Transparency in Organizational Change07:40 Building Trust in Leadership09:56 The Importance of Transparency13:03 Generational Shifts in the Workforce15:45 Engaging Teams in Change18:24 The Adoption Curve of Change22:41 AI Adoption and Organizational Change27:05 The Role of Middle Management31:12 Feedback Loops in Change Management37:30 Common Pitfalls in Implementing Change===============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!

Everyone in beer distribution knows the “easy” numbers: cases sold, revenue, stops per hour. They’re clean, simple, and right there in your RAS. But here’s the truth — those metrics don’t always make you money.In this episode, Bud, Ross, and Mike dig into the messier side of measurement: Gross Profit per Case Equivalent (GP/CE). We unpack why revenue alone can trick you, how different package sizes (six barrels vs. half barrels, 18-packs vs. 30-packs) quietly shift your bottom line, and how reps who learn to “see the matrix” with GP/CE end up making more money.We also get into:📦 Why tracking only volume rewards the wrong behavior🍺 The keg debate: why six barrels often beat half barrels for distributors and retailers🏪 How small tweaks on the floor (like stacking 18s next to 30s) drive incremental profit💵 Why revenue-only metrics fall into dollar volume traps📉 The industry headwinds of declining drinking rates — and how to adapt without chasing empty volume🤯 “Quiet Cracking”: the new workplace disengagement trend and what it means for sales teamsIt’s not always black-and-white math, but if you can learn to live in the nuance, you’ll find the dollars hiding in plain sight.🎧 Subscribe to Tapped In Sales on Spotify, Apple Podcasts, or YouTube.👉 Got a question for the crew? Drop us a note at [email protected]:00 Introduction and Overview01:23 Exploring Profitability Metrics09:35 The Case for Six Barrels Over Half Barrels15:11 Profitability Metrics in Distribution20:34 Adapting to Changing Consumer Behaviors31:00 Navigating Industry Headwinds36:15 Workplace Satisfaction and Engagement===============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!

Changing a sales compensation plan is one of the fastest ways to create tension inside your organization — and one of the fastest ways to lose momentum if you get it wrong.In this episode, Bud, Ross, and Mike break down six common mistakes that can sabotage your team’s transition to a new pay plan. These are the real-world blunders we’ve seen in the field — and yes, sometimes made ourselves — along with the fixes that actually work.We cover:🚫 Skipping training — why it kills adoption before it starts🧮 Overcomplicating the math — and sending reps straight to “I don’t care” mode💸 Failing to show the money early — and losing buy-in before momentum builds🤔 Ignoring the skeptics — and letting them run the narrative🗓 Treating rollout as a one-and-done — instead of an ongoing campaign🧩 Leaving middle management out — and missing your most important alliesAlong the way, we share real client stories (the wins and the faceplants), talk about the psychology behind pay plan adoption, and give you tactical ways to roll out changes with confidence.Whether you’re gearing up for a new plan or just tweaking incentives mid-year, this episode will help you sidestep the potholes and keep your sales team engaged, aligned, and ready to win.Listen in to learn how to avoid wrecking your own rollout — and set your team up for a smooth, successful transition.Chapters00:00 Transitioning to New Pay Plans11:17 Understanding Compensation Structures14:20 Addressing Skepticism in Organizations16:23 The Importance of Communication in Compensation Changes19:37 Confidence in Leadership During Transitions23:44 Real-World Examples of Compensation Challenges31:57 The Role of Middle Management in Change35:44 Industry Trends and Innovations===============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!

If you're trying to grow gross profit per case equivalent (GP/CE)... try doing the opposite of everything we talk about in this episode.Bud, Ross, and Mike flip the script in this Charlie Munger-inspired inversion episode by asking:What are the fastest ways to destroy your gross profit?From discount madness to floor stack disasters, this episode is a deep dive into the behaviors, habits, and decisions that quietly (or not so quietly) crush profitability for distributors.We cover:🚫 Why not tracking GP/CE lets reps and suppliers run the show🧨 How bundle discounts and bridge buying destroy the bottom line📉 The invisible impact of middle managers who aren’t aligned🧠 Why sales culture—not just strategy—is your biggest lever🧊 Real-world stories: from 53-foot trailers of FPL to high-margin products buried in coolersPlus: rosé in Italy, roundabout trauma, and the surprising consistency advantage of RTDs.Chapters00:00 Discounting Strategies and Their Impact01:36 Understanding Gross Profit and Its Importance04:26 The Role of Volume and Profitability07:21 Managing Floor Space and Product Allocation10:23 Case Study: Calumet's Transformation15:58 Maximizing Profitability in Sales19:35 The Role of Middle Management25:58 Understanding Discounts and Pricing Strategies27:06 Market Trends and Consumer Behavior42:12 Industry News and Recalls📬 Got a question you want us to tackle? Email us at [email protected] or DM us on LinkedIn.===============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!

Pay transparency isn’t just a feel-good idea—it’s a strategic lever.In this episode, Bud, Mike, and Ross dig into one of the most game-changing (and sometimes uncomfortable) topics in sales compensation: transparency. From personal stories to real-world distributor examples, the crew breaks down what happens when sales reps can finally see what their peers earn—and how that visibility transforms performance, learning, and culture.You’ll hear:💸 Why most reps don’t actually understand how they get paid😬 The common myths and fears around sharing pay info🔥 How transparency fuels competition, peer learning, and accountability⚖️ The difference between equal pay and fair pay🚀 How leaders can use visibility to drive adoption of new pay plans🛑 Where to draw the line between useful transparency and unnecessary exposureWhether you're building a new comp plan or trying to re-engage a veteran team, this episode gives you the playbook—and a few laughs along the way (yes, it involves pigeons 🐦 and Remy from Ratatouille).Chapters00:00 Disney Adventures and Remy the Chef02:51 Culinary Experiences and Pigeon Dishes03:54 The Importance of Pay Transparency09:00 Understanding Pay Structures and Assumptions11:47 Financial Education and Company Profitability14:53 Cultural Impact of Transparency in the Workplace15:24 Generational Shifts in Sales Expectations21:50 The Importance of Transparency in Compensation26:03 Balancing Fairness and Opportunity in Pay Structures33:11 Impact vs. Size: Rethinking Sales Strategies37:55 Navigating Industry Challenges and OpportunitiesMentioned in this episode:Distributor Productivity Summit – July 24  //  10:00 – 2:30 CSTThis virtual seminar is mainly for operations managers and distributor principals. However, sales, administration, HR, and other distributor industry professionals will also come away with the knowledge to help make decisions based on best practices to navigate your company’s future.Join industry veterans and experts in a discussion on current distribution trends impacting the beverage alcohol business.Register NowDownload our program to check out the 2025 Schedule and learn more about this year’s speakers.Download ProgramGot feedback or ideas for the show? Email us at [email protected]🎧 Like what you hear? Subscribe, leave a review, and share with a friend in the biz.===============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!

Is more money at risk the key to better performance? Or is it just creating pressure without payoff?In this episode of Tapped In Sales, Bud, Mike, and Ross break down one of the most common (and misunderstood) topics in beverage sales: how much pay should really be “at risk”?We tackle real-world experiences—from reps climbing trees to managers misaligning incentives—and get into the math, psychology, and culture behind effective compensation planning. Whether you’re a sales rep, a VP, or someone stuck in the middle, this episode offers clear takeaways for designing plans that actually work.🔑 Topics Covered:🎯 Why 100% commission models often backfire⚖️ The “effort-to-return” ratio: what reps and companies both need😬 How too much risk leads to soft goals—and resentment🧩 Why middle managers need different comp structures📉 Seasonal pay volatility and its hidden impact on culture🚫 The danger of traditional commissions and "per-case" payout traps💬 What reps really want when given a raise: trust, upside, and clarity🔄 Cultural alignment vs. compensation confusion📊 The sweet spot: why 25–50% at-risk usually performs best🌲 And yes… Mike nearly died installing a Starlink dish🧠 Key Takeaway:More risk doesn’t mean more motivation. It only works when reps trust the system, believe in the targets, and see real opportunity for reward. The right pay plan builds buy-in, not burnout.📩 Feedback? Questions?Hit us up at [email protected] — we’d love to hear what you think, what’s working in your market, or what you want us to tackle next.Chapters00:00 Introduction and Setting the Scene03:48 Understanding Risk in Sales Compensation10:41 Balancing Risk and Reward in Sales16:32 The Evolution of Compensation Models19:33 Calibrating Risk and Trust in Sales Teams21:18 Rethinking Commission Structures22:55 The Challenges of Traditional Commission Models26:35 The Importance of Brand Building35:57 Middle Management's Role in Sales40:34 Aligning Management and Sales Goals45:15 The Value of Incremental Effort46:56 Private Label Beer: A New Frontier?===============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, Bud, Mike, and Ross break down a major shift in the THC beverage landscape—Texas Governor Greg Abbott’s surprise veto of the Delta 9 ban, signaling a new era of regulation over prohibition.What does that mean for distributors? Opportunity. But only if you’re ready.The crew unpacks:🔁 Texas’ surprising reversal on Delta 9 and what it means for national regulation📜 Why regulation beats prohibition—and how beer distributors can lead🏛 California vs. Texas: Two giant states, two opposite THC strategies⚖️ Distributors’ political capital and why it’s time to use it🚚 The supplier shuffle in California: Reyes, RDNC, and CBS in the spotlight📊 Summer retail trends: Lemonade, NA, hard teas, and seltzers🔥 What reps should do now to stay ahead of retail demand🌭 Bonus: Starlink, brisket, and limoncello poisoning💡 Key Takeaway: Whether it’s THC drinks or trending SKUs, distributors who engage early, adapt quickly, and align with consumer shifts will win the next wave of growth.Chapters00:00 Camping Adventures and Challenges03:25 THC Regulations and Industry Impact09:18 California and Texas: A Regulatory Comparison12:16 Distributor Dynamics in California14:34 California's Diverse Landscape and Culture15:40 The Rise of Reyes and Market Dynamics17:30 Supplier Strategies in a Competitive Market21:16 Navigating Operational Challenges in Distribution23:04 Summer Retail Trends and Consumer Preferences27:51 The Importance of NA Beverages in Sales32:45 Market Insights and Goal Setting for July===============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 happens when your sales team hits their goals… and then you change the rules?In this episode, Bud, Mike, and Ross break down the real consequences of mid-month goal changes and stretch targets that were never meant to be hit. From trust erosion to disengaged reps, the crew shares field-tested insights on how to set smarter, more effective goals—and when not to touch them.You'll also get: 🎯 Why consistency beats perfection in goal setting 📉 The difference between aspirational budgets and achievable outcomes ⛔ When to revisit targets (and when to just live with the consequences) 🍋 A heated debate over Bush Light Lime’s summer performance 🌲 Mike’s wilderness stretch goal involving trees, Starlink, and McDonald’s Wi-FiIf you’re leading a sales team—or building a comp plan—this is the episode that might save you from a motivational mess.Chapters00:00 Introduction and Technical Setup00:56 Weekly Updates and Personal Anecdotes03:54 Bushlight Flavor Updates and Innovations09:54 When to Change Sales Goals19:04 Navigating Financial Budgets and Sales Goals21:08 The Importance of Financial Planning24:04 Aspirational vs. Realistic Budgets26:10 The Impact of Changing Goals30:11 The Consequences of Stretch Goals35:43 Understanding Sales Team Engagement40:35 The Debate on Stretch Goals47:55 Clarity and Transparency in Goal Setting===============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, Bud, Mike, and “Professor” Ross take the red pill and dive into the uncomfortable truth behind supplier discounts. You may have crushed your volume goals, but are you actually making more money? The team breaks down price elasticity in plain terms, exposes the math behind margin erosion, and explains why a 50% increase in volume might not even be enough to break even.Whether you're a sales rep, team lead, or in the C-suite, this episode will reshape how you think about discounting and its real impact on your bottom line.🔥 What We Cover:📉 Why selling more beer doesn’t always equal more profit🧠 What price elasticity is — and why it matters to every discount decision💸 The math behind 50/50 discount splits (and why they usually suck)🧾 How to evaluate if a discount actually made you money✅ When discounts can work — and how to structure them strategically📊 Real-world examples where volume went up and profits tanked🐼 What a “sad panda donation” looks like (and how to avoid it)📥 Bonus: Want the discount elasticity calculator Ross used?Email us at [email protected] and we’ll send it your way.Chapters00:00 Understanding Discounts and Pricing Strategies05:13 Price Elasticity Explained09:16 Analyzing Supplier and Distributor Margins12:07 The Impact of Discounts on Profitability17:10 External Factors and Market Dynamics21:28 Conclusion and Key Takeaways24:06 Negotiating Discounts and Margins26:30 Understanding Discount Structures29:24 Analyzing Historical Discounts32:38 The Cost of Volume vs. Profit35:40 Supplier Dynamics and Market Share39:32 Strategic Conversations with Retailers42:45 The Role of Discounts in Competitive Pricing45:38 The Impact of Supplier Decisions on Distributors48:02 Navigating Supplier Discounts and Relationships===============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!

Why do reps chase some objectives and ghost others? Why do some supplier incentives hit while others flop? In this episode, Bud, Mike, and Ross finally tackle a topic that’s long been part of the conversation but never had a spotlight: Return on Effort.We break down the real-life decisions reps and team leads make every day—from choosing whether to build a 150-case display, to deciding if that draft swap is worth the relationship capital. It's not just about dollars—it's about trust, time, tradeoffs, and the unspoken math reps do in their heads.Whether you’re setting up incentives or trying to figure out why your team’s not responding, this one’s for you.What We Cover:🔄 Why reps opt in—or opt out—of your programs📉 How Return on Effort differs from ROI🤐 When reps know it's not worth it—and stop telling you🚫 What supplier incentives often miss🧠 How team leads and managers face their own ROE calculus🎃 And yes… pumpkin beer, candy yams, and the ghost of Ghost Energy📬 Got a sales challenge or trade story for us? Send it to [email protected] and we might break it down on a future episode.Chapters00:00 Introduction and New Background03:22 Behavioral Economics and Return on Effort09:32 The Role of Team Leads in Return on Effort15:21 Advice for Implementing Return on Effort21:14 Simplifying Incentives for Better Engagement28:19 Investing Time Wisely in Coaching36:17 The Challenges of Brand Building===============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!

Welcome back to Tapped In Sales! In this episode, Bud, Data Mike, and Moneyball Ross tackle one of the most frustrating (and expensive) realities in beverage distribution: bad supplier incentives.Whether you're a supplier trying to move volume or a distributor juggling ten competing programs at once, this one’s for you.We break down:🎯 Why complex incentives kill execution🚫 The hidden danger of house goals and why they backfire🤷 What actually happens when reps don’t know how (or if) they’ll get paid❌ Why “pass-pass” incentives are a waste of everyone’s time🤝 How to negotiate back with suppliers and protect your business💰 A reminder that just because money is on the table… doesn’t mean you should pick it upPlus, a quick breakdown of RNDC’s California exit and what it means for franchise protection, brand value, and wine & spirits chaos heading into Q4.If you've ever asked yourself, "Why is this so complicated?"—this episode was made for you.Chapters00:00 Incentives and Supplier Strategies01:13 Complexity in Supplier Incentives04:13 Simplicity vs. Complexity in Incentives07:17 Understanding Supplier Incentives10:30 The Impact of Complexity on Sales Reps13:17 Distributor Perspectives on Incentives16:23 Consequences of Poor Incentive Structures18:58 The Risks of House Goals as Qualifiers21:32 The Importance of Return on Investment24:09 Analyzing Achievability of Goals25:18 Identifying Underperformance Causes27:15 Asking the Right Questions28:55 The Role of Suppliers in Distributor Success34:02 Navigating Supplier-Distributor Relationships44:35 Impact of RNDC Leaving California50:41 Franchise Protection and Market Dynamics🎧 Listen now and follow the show: We're on Spotify, Apple Podcasts, YouTube, and everywhere else. Got questions or reactions? Email us at [email protected]===============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, Bud, Ross, and Mike sit down with Charlie Brown (yes, that’s his real name), President of Missouri Eagle — a fourth-generation Anheuser-Busch wholesaler serving the Ozarks. Charlie walks us through the bold, all-in reorg that reshaped everything from sales structure to delivery routes to compensation.What followed was a full-on transformation:🏗️ A complete company reorg — from sales structure to delivery routes🔄 A pivot from volume-first to profit-first thinking📊 A bold decision to share gross profit data with reps🧭 A cultural shift where everyone’s rowing in the same directionYou’ll also hear how Moeagle partnered with both Verno Consulting and VXP to pull it off — creating a leaner, smarter business ready for the future of total beverage. Charlie shares what went well, what was painful, and what advice he’d give to other leaders staring down tough changes.💡 Whether you're debating a restructure or thinking about going full-GP with your sales team, this episode is packed with insights from the trenches.Chapters00:00 Introduction 01:38 Overview of Missouri Eagle05:03 The Impact of Business and Reorganization06:50 Implementing Change: All at Once vs. Gradual10:07 Adjusting Service and Delivery Schedules16:25 Gross Profit Mindset and Total Beverage Strategy30:09 Advice for Industry Leaders and Future Outlook37:56 New Chapter===============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!

This week’s episode flips the script with a beer industry news roundup full of hot takes, industry insights, and a little friendly wagering.🔹 Warren Buffett doubles his stake in Constellation — what does the Oracle of Omaha see in beer while the rest of the world screams “Bev Alc is dead”? 🔹 Busch Light Apple returns and flies off the shelves… but can Lime live up to the hype? Mikey and Ross make it personal with a $20 bet and a prediction showdown. 🔹 Miller Lite turns 50 and drops a golden can — does nostalgia packaging really move cases, or is it just a shiny distraction?Plus:The rise of guiltless pleasures and the NA boom (including a phony Negroni)Lifestyle brands and the surprising return of... Hulk Hogan?A callout to every sales team: your taste doesn’t matter, the customer’s does.🧠 This one’s part fun, part forecast, and all beer biz. Tune in as Bud, Mike, and Ross break down what’s trending, what’s working, and what might be headed for the fire sale pile.Chapters00:00 Introduction and Weekend Stories04:34 Warren Buffett's Investment in Constellation Brands13:00 Industry Check-In: Q1 Performance and Future Outlook18:24 Busch Light Apple: Marketing Success and Consumer Response23:26 Betting on Beer: Predictions and Consumer Trends31:10 Miller Lite's 50th Anniversary: Celebrating with a New Campaign40:12 Hulk Hogan and Hooters: A New Era for an Iconic Brand41:01 Driving Success: The Importance of Simplicity in Business===============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!