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 profitability

Key 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.

Chapters

00:00 Podcast Scheduling and Guest Appearances

02:10 Innovative Beer Trends: Pickle Beer and Nicaraguan Beer

05:08 Market Shifts: Bud Light's Decline and Ultra's Rise

08:04 Consumer Preferences and Brand Loyalty

11:12 Cultural Impact on Beer Brands

14:12 Future Strategies for Beer Distributors

17:05 The Dynamics of Distribution and Supply Perspectives

17:26 Guinness: The Engine of Irish Imports

18:28 Understanding Guinness: A Healthier Choice?

21:01 The Role of Education in Beer Consumption

21:57 Repositioning Dark Beers in the Market

24:04 The Impact of St. Patrick's Day on Beer Sales

29:09 Trends in Draft Beer and RTD Sales

30:27 Cultural Shifts in Beer Consumption

38:47 Reyes Beverage Group: A Major Industry Shift

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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.

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