Every supplier talks about pod gaps. Almost nobody talks about which gaps are worth chasing. Matt Moberly does. Master's in chemistry, 25 years in beer, and he runs the number one New Belgium market in the country, and he treats selling beer like a science experiment.

We get into why the account closest to a rep's house is usually the wrong one to chase, how Two Hearted and Oberon make each other bigger instead of stealing from each other, and where the data stops and the human side of this business takes over.

In this episode, we break down:

🍺 Why the pod closest to home is usually the wrong pod to chase 

📊 Quality-weighting distribution gaps instead of treating every POD the same 

🍻 The Double Tap: why Two Hearted and Oberon sell more together, not less 

💸 FOLD (Fear of Lost Dollars) and why it moves reps and distributors 

🧪 Running sales incentives like a chemistry experiment 

🗺️ Carrying the right things, not everything, and the on-premise data void 

🤝 Where AI stops and the human side of selling beer begins

A few things worth stealing for your own market:

• Not all PODs are equal. Chase placements that rebuy and stick, not checkbox pods that die in the back room.

• Double Tap is real. Accounts pouring both Two Hearted and Oberon saw roughly 4x the combined volume of the median single-handle account.

• FOLD moves people. If you're not getting those go-get dollars, your competition is.

• Run it like an experiment. Test, measure, adjust, repeat.

• Carry the right things, not everything. Discipline by style beats stacking five IPAs.

Matt started street-level at Bell's, built their national accounts and business insights teams, ran sales and marketing for all of Bell's, and now leads Michigan for New Belgium. Chemistry brain, on-premise heart.

Worth a listen if you're building distribution goals, incentives, or trying to get more out of your data than a stack of reports.

Share with a friend if you love it.

📩 [email protected]

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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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