Non-alcoholic beer isn’t just a trend—it’s a strategic growth lane that’s changing how distributors think about assortment, margin, and consumer occasions. In this episode, Bud, Mike, and Ross sit down with Matt Steinke, Head of Sales at Go Brewing, to talk about the real state of non-alc in 2025—from the sales floor to supplier strategy. With a background at Atlas, AB, and Rheingeist, Matt brings distributor-level empathy to a fast-growing brand that’s racking up awards, unlocking new channels, and helping reps and retailers find the next layer of profit. We get into: 🍺 Why non-alc beer isn’t just a trend – and how it’s different from seltzers, teas, and RTDs 📈 How Go Brewing builds pull, not just placements – and why reps need more than just “one NA on the menu” 💡 On-premise strategies that boost check size – including the power of trial, coasters, and guiltless pleasure 🧠 What “moderation engineering” means – and how it's reshaping the consumer drinking experience 🔁 How NA, D9, and functional drinks can live in the same truck – and create real ROI across categories 📊 Why distributors should be thinking about variety, velocity, and value – not just slotting fees 📦 The DTC edge – and how Go uses real customer data to inform wholesale moves Plus, we drop a few throwback stories from the Atlas Sales days, make fun of each other’s podcast backdrops, and tee up a future episode on Easy Man, Go Brewing’s new Delta-9 line that’s built for beer drinkers. Chapters 00:00 Introduction of Guests and Podcast Format 02:55 The Rise of Non-Alcoholic Beer 03:44 Go Brewing's Journey and Philosophy 07:18 Expansion and Market Strategy 10:03 Distributor Relationships and Challenges 15:08 Consumer Trends and Market Opportunities 20:16 Innovative Marketing and Consumer Engagement 25:19 The Future of Non-Alcoholic Beverages 27:30 Comparing NA Beer to Other Beverage Trends 36:04 Sales Strategies for Non-Alcoholic Beer 38:50 Maximizing Guest Experience and Revenue 41:21 Understanding Retailer Motivations 43:54 The Importance of NA Offerings 45:19 Innovative Sampling Strategies 47:20 Introducing Easy Man: A New Beverage Category 49:41 Distributor Insights and Future Strategies 57:01 Innovation in the Beverage Industry 01:03:22 Closing Thoughts and Future Directions If you’re thinking about your next 5 years—not just your next 5 PODs—this is an episode worth your time. 🔗 Learn more: gobrewing.com drinkeasyman.com =============== YouTube: Watch on YouTube: Tapped In Sales Spotify Podcast: Listen & Watch on Spotify Podcasts Tapped In Sales Apple 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.
