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 performance

Key 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].

Chapters:

00:00 The Impact of Marijuana Reclassification

07:21 Exploring the Economy and Consumer Behavior

18:10 Understanding the Beer Purchaser's Index (BPI)

21:30 Industry Equilibrium and Consumer Spending

24:47 Gas Prices and Consumer Behavior

28:15 Shifts in Beer Consumption Patterns

29:37 The Growing Number of Beer Drinkers

31:19 On-Premise vs Off-Premise Dynamics

37:55 The Future of Beer Distribution

43:37 Leveraging Data for Market Insights

54:17 How We Roll

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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.

Stay tuned for expert advice, fresh perspectives, and tools to sharpen your sales approach!

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