Tapped In Sales and Strategy for Beer Distributors

VXP Tech

Tapped In Podcast for Beverage Distributors that want to empower their sales team to drive business results. Hosted by Bud Dunn, Mikey Hall, and Ross Ackermann of VXP Tech.

  1. 2d ago

    115: That's Not Vibes, That's Hope and a Prayer

    That's Not Vibes, That's Hope and a Prayer | ft. Sean Baker, Rarig Pacific A distributor told Sean Baker he was making decisions "based on vibes." Sean's answer stuck with us: that's not vibes, that's hope and a prayer. Too many distributors are running operations on assumptions instead of truth, and it's costing them on the shelf and on the bottom line. This week we get out of the sales seat and into the warehouse. In this episode, we break down: 🍺 Why "running on vibes" is really hope and a prayer  📦 What overs & shorts are actually costing you  🔍 Operational truth: you can't manage what you can't measure  🤖 Why the goal is augmenting your people, not replacing them  🚚 Old habits worth breaking, from U-boats to the duo lift  💰 The right way to structure warehouse and delivery comp  🤝 Why the whole industry wins when partners stop building walls Who is Sean Sean Baker has touched nearly every corner of this business. He started downstacking cases off a side loader in 2003, moved into warehouse ops, ran a route selling to Kroger and the corner liquor store on the same day, became a sales trainer, worked the supplier side at AB and Heineken, and now leads technology commercialization at Rarig Pacific. He's not a vendor reading from a script. He's an operator who connects how a decision in the warehouse ripples all the way to the six-pack on the shelf. Connect Learn more about Rehrig Pacific Company at rehrigpacific.com Questions for the show? Email info@vxptech.com and we'll pass them along to Sean. Listen, learn, and enjoy what you do. Share with a friend if you love it. =============== 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!

    1 hr

  2. Jun 23

    114: Out of Balance Equals Opportunity

    RNDC got cracked open like an egg. Now the real question isn't what happened — it's what suppliers do next. Bud, Ross, and Alicia get into the post-RNDC scramble, why limiting your distributor choices may have become a bridge too far, and where the chaos is quietly handing opportunity to the people paying attention. Plus the value war, the flat-drink boom, and the Delta-9 clock running out. In this episode, we break down… 🥚 What suppliers actually do now that RNDC is sold off piece by piece — single point of contact, multi-point headaches, and nobody wanting to hire a wall of middle managers ⚖️ Why "out of balance equals opportunity" — and how the pendulum may swing back toward boutique, brand-building distributors like it's the 1940s 🛢️ Oil down 26% in a month, inflation cooling, and why we think July and August could be a quiet summer sweet spot for volume 🍎 The value war is back: 1 in 4 Busch Light Apple shoppers are first-time beer buyers, 70%+ incremental to the category additive, not cannibalization 🌊 Who's drinking all this? Superlight and Spikeade U-boats rolling out the door — flat, low-alcohol, hyper-premium GP, and a category that came out of nowhere 📊 Lester Jones' gender employment data and why the answer is NOT making the packaging pink 🌿 The Delta-9 endgame: hope is not a strategy, distributors running inventory to zero, and who picks up hemp come January 2027 Key takeaways: Consolidation helped suppliers — one contact, aligned spend and pricing — but RNDC's breakup may be the bridge too far. Out of balance equals opportunity. The Sazerac/Crew & Point deal is a logistics-partner play, not a brand-building one. Smart first-mover move today, but it gets followed, and then profitability becomes the battleground. Don't get lost in the big book. Small craft and wine producers will hunt for brand builders and specialty houses, not a slot they disappear into. The value war is genuinely additive — Busch Light Apple is pulling new drinkers into beer, not stealing from it. Reps stack it high and watch it fly. Hope is not a strategy on Delta-9. The noticeable shift this month: distributors stopped waiting for a rescue and started planning to run inventory to zero. This is a news-and-takes roundtable — Bud, Ross, and Alicia working through what's actually moving in the market right now. The spine is the RNDC fallout: a 40-state wholesaler down to a handful of locations, and a supplier world about to learn how to manage 15-20 relationships where they used to have one or two. When the market goes out of balance, the people watching closely find the opening. Listen, learn, and enjoy what you do. Catch the full episode on YouTube, Apple Podcasts, and Spotify. Got a take on how this shakes out in your market? Email us at info@vxptech.com. Share with a friend if you love it.

    40 min

  3. Jun 16

    113: When the Tide Goes Out

    The tide's going out, and it's showing us who's been swimming naked. Rates are high, inflation came in hot, beer volume's cratering, and the consumer's tapped. If your whole game is volume, this is the market that exposes it. This one's for the reps and team leads trying to figure out how to win when the easy growth is gone, and why GP per CE is the number that gets you there. In this episode, we break down: 🌊 Why the macro headwinds aren't structural, but they're sticking around, so buckle up  💸 Profit first, volume second, and why now is the time to make the pivot if you haven't  🧭 "You're not the conduit to market, you ARE the market" and why that mindset changes everything  🔥 The Fireball story: how GP per CE took a "dead" brand and turned it into a top-5 GP winner  🎯 Return on effort, or how to read the portfolio and spend your time where the dollars actually are  🥫 The aluminum squeeze: PPI running hot, tariffs biting suppliers, and whether anybody's going back to bottles (spoiler: probably not) Key takeaways: Volume can hide bad decisions. GP per CE measures judgment, not luck. Reps don't blow back on seeing the GP math. They get on board fast when they see how they win as the business wins. It's not a generational thing or an age thing. Car dealers, chemical distributors, plumbing supply, old owners paying on profit. It's an innovation thing. We spend dollars around here, not cases. Pay people on the thing that pays the bills. Leadership is top-down AND bottom-up. Bring the tools all the way to the point of decision. We do a little talkin' the book on this one. Out of 113 episodes, maybe five. But even if you don't run VXP, there's plenty here you can put to work. You'll just have to get a little more creative with it. Listen, learn, and enjoy what you do. Share it with a friend if it lands. Got questions or want to talk shop? info@vxptech.com. Chapters 00:00 Introduction to Changes in Layouts 02:20 Big News in the Industry 05:22 Challenges in the Beer Industry 08:14 Understanding Consumer Behavior 11:21 Profitability Challenges and Strategies 14:11 The Shift from Volume to Profitability 17:11 Financial Ownership and Transparency 20:10 Return on Effort and Profitability Metrics 23:48 Navigating Volume and Profitability Challenges 24:44 Redefining the Role of Distributors 26:50 Understanding GP per CE as a Health Indicator 28:48 The Importance of Return on Effort 29:10 Complex Portfolios and Profit Disparity 32:27 Creativity in Sales Strategies 35:12 Shifting Perspectives on Product Placement 37:36 Becoming the Market vs. Being a Conduit 39:25 Aligning Incentives for Success 43:32 The Impact of Aluminum Costs on the Industry

    54 min

  4. Jun 9

    112: People Still Buy From People

    Everyone's chasing efficiency. Dynamic routing. Automated orders. Leaner headcount. But here's what the data doesn't capture: your driver knows where the beer goes. Your rep knows when the manager's in a bad mood. And that retailer remembers who showed up when things went sideways. Bud, Ross, and Mike dig into what human connection actually does for your business — the rep-driver relationship that most distributors ignore, why dynamic routing kills more than just efficiency, and how AI is going to amplify your best people, not replace them. Plus: the Schlitz story. A 175-year-old brand that won the spreadsheet and lost everything else. People still buy from people. Always have. 📧 info@vxptech.com Chapters 00:00 Introduction and Overview of Today's Discussion 00:52 The Importance of Human Connection in Business 05:43 Optimizing Relationships vs. Data 10:49 Dynamic Routing and Its Impact on Relationships 15:32 The Role of Delivery Drivers in Customer Satisfaction 20:42 The Importance of Communication in Sales 25:15 AI's Role in Enhancing Human Interaction 32:08 The Complexity of Decision-Making in Sales 37:08 Lessons from Schlitz: The Cost of Efficiency

    41 min

  5. Jun 2

    111: Memorial Day Weather-vs-Economy Debate

    May was a backloaded month, everybody hung their hat on Memorial Day, and then it rained on a third of the country. We broke down the bloodbath: was it the cold rain that killed the weekend, or six-dollar gas, rising rates, and a consumer who's flat-out tapped out? Mike says weather. Ross says macro. The truth is somewhere in the beer cooler. In this episode, we break down… 🌧️ Why Memorial Day landed far below expectation — and the weather-vs-economy fight that explains it ⛽ The headwinds stacking up: six-dollar gas, highest rates in a decade, consumer sentiment in the gutter 📊 The "destination vs. home market" test — did the stay-home crowd actually drink, or just do yard work? 🍺 The bright spots: Busch family up, Keystone Apple selling through, Ultra holding, RTD momentum still real 📅 Why June is ours to lose — gaining a build day, Lime and Apple launching, FIFA in the mix 🤖 The AI incentive circus: Meta's token leaderboard, half-billion-dollar bills, and why humans are still undefeated at gaming the metrics Listen, learn, and enjoy what you do. Worth a listen if you're recapping May, setting June goals, or building a comp plan that actually drives the right behavior.  info@vxptech.com, drop us a listener question and we'll hit it on a future episode.  Chapters 00:00 Market Vibes and Memorial Day Expectations 03:02 Memorial Day Results and Weather Impact 06:00 Economic Factors Affecting Beer Sales 08:56 Consumer Sentiment and Market Trends 12:05 Innovation in the Beverage Industry 19:43 Market Trends and Consumer Behavior 22:46 Impact of Weather on Consumption 28:16 June Planning and Optimism 31:35 World Cup and Its Economic Implications 38:13 Incentives and AI in Business =============== 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!

    44 min

  6. May 26

    110: The Shelf Control Myth

    What do we really control?  In this episode, Bud, Moneyball Ross, and Data Mike break down the difference between true control, store-level influence, and the excuses reps sometimes hide behind. They dig into chain accounts, planograms, local flex space, C-stores, independent retailers, and why the best reps still find ways to create opportunity even when the account looks locked down. They also explore how scan data may be making beer shelves too predictable — creating a “desert of variety” that pushes consumers toward RTDs, wine, spirits, or nothing at all. What We Cover 🍺 Why “we don’t control the shelf” is often only half true 📊 How scan data can make beer shelves boring 🛒 Where reps can still find flex in chain accounts 🤝 Why trust with the retailer matters more than force 🔥 The Davey Dave story: becoming the rep the store manager trusts ⚔️ How top reps use data and confidence to win space 🤖 Why AI should help improve the shelf not reinforce the same old set Key Takeaway The shelf may be more controlled than it used to be, but great reps are not powerless. They find the flex.They build trust.They use data.They make the retailer’s life easier. And that’s how they win. Chapters 00:00 Introduction to Shelf Control Dynamics 02:30 Understanding Control Points in Retail 05:22 The Impact of Homogenization on Consumer Choice 08:41 Data-Driven Decisions and Their Consequences 11:19 Flexibility in Shelf Space Management 14:25 Building Relationships for Shelf Control 17:17 E-commerce and Its Influence on Shelf Dynamics 20:24 Navigating Command and Control in Sales 23:36 Conclusion and Future Considerations 24:56 Navigating Control in Distribution 30:15 The Importance of Relationships in Sales 32:17 Adapting to Market Changes 37:58 Building Trust with Retailers 43:18 The Zero-Sum Mindset in Distribution 43:56 Leveraging AI for Better Outcomes =============== 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!

    47 min

  7. May 19

    109: The Making of Moneyball Ross

    This week on the Tapped In Sales Podcast, we take a detour from the normal strategy talk for our next origin story this time with Moneyball Ross. Ross walks through how he went from a finance and economics kid in St. Louis to cutting his teeth inside wine, spirits, beer, operations, purchasing, technology, forecasting, and eventually building the original idea behind VXP. Along the way, we get into the good stuff: internships, warehouse systems, craft beer in Oregon, near-bankruptcy moments, big customer losses, acquisitions, GP per case, and what it really takes to keep building when the easy answer is to quit. In this episode, we talk about: 🍻 How Ross forced his way into the beverage business 🛠️ Why he became the “grab the problem and fix it” guy 📈 The moment he realized GP growth beats cost cutting 💻 Building Craft Portal, OrderStream, and the early vision for VXP 😅 The scary side of entrepreneurship 🤝 How Bud and Ross first connected 🔥 Why failure shaped the way Ross thinks today Big takeaway Ross’s story is a reminder that success in this business usually comes from curiosity, grit, and being willing to solve the problem in front of you — even when nobody asked you to. Have questions for Ross, Bud, or the VXP team after listening? Shoot us a note at info@vxptech.com — we’d love to hear what stood out, what you’re wrestling with, or what topics you want us to dig into next. Chapters 00:00 Navigating Early Career Challenges and Opportunities 02:00 Education and the Balancing Act of Work and Study 05:02 Operational Efficiency: The Foundation of Success 07:56 The Transition to Oregon: New Challenges and Opportunities 10:18 Craft Beer Revolution: Embracing Change in Distribution 11:34 Acquisitions and Career Decisions: A Fork in the Road 23:45 The Entrepreneurial Journey Begins 29:12 Navigating Challenges and Building Relationships 33:01 Lessons from Running Two Businesses 38:17 The Impact of Acquisitions on Business 44:29 The Evolution of OrderStream 51:07 Finding Purpose and Passion in Business =============== 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!

    58 min

  8. May 12

    108: Surviving April: Beer’s Hot Start Hits a Gas-Price Gut Check

    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 fees The 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 info@vxptech.com. Chapters 00:00 VXP Q1 & April Sales Update 07:27 World Cup Impact 15:28 Expectations for May and June 21:09 Innovations in Beverage Industry 26:47 Market Trends and Consumer Behavior =============== 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!

    33 min
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Ratings & Reviews

5
out of 5
11 Ratings

About

Tapped In Podcast for Beverage Distributors that want to empower their sales team to drive business results. Hosted by Bud Dunn, Mikey Hall, and Ross Ackermann of VXP Tech.

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