On this episode of Tapped In Sales, Bud and Mikey sit down with Lester Jones, Chief Economist and VP of Analytics at the National Beer Wholesalers Association (NBWA), to break down the latest economic and demographic trends shaping the beer industry.

Lester shares why beer remains a staple in American culture despite shifting consumption patterns, how population migration is impacting distribution, and why beer needs to reclaim young consumers. We also dive into cross-category drinking habits, the impact of cannabis, and how consumer behavior is evolving post-COVID.

What’s on Tap:🍺 The rise of the "Omnibibulous" consumer – people who drink across categories

📊 Why more people are drinking beer—but differently than before

🏡 How migration trends are reshaping beer sales and brand performance

📉 The 21-24 age group challenge – why younger drinkers aren’t indexing like they used to

🚛 How distributor strategies need to evolve in high-growth states

🛒 Retail shifts: The role of Aldi, e-commerce, and on-premise experiences

🏗️ Plus, a wild idea—a bar with remote-controlled bulldozers?!

Lester reminds us: "Lift your head up. Look at the big picture. The consumer is still there—just engaging differently."

🎧 Listen in for industry insights, humor, and a data-driven look at the future of beer.

Chapters

00:00 Introduction to the Beer Industry and Its Insights

04:23 Consumer Behavior and Omni-Bibulous Trends

10:21 The Impact of Cannabis on Alcohol Consumption

16:22 The Growing Population of Beer Drinkers

20:29 Reconnecting with Younger Consumers

24:10 Demographic Shifts and Future Opportunities

27:39 Understanding the Immigration and Economic Dynamics

30:33 Migration Trends and Their Impact on States

34:13 The Shift in Consumer Behavior and Market Dynamics

41:18 The Future of Alcohol Consumption and Distribution

49:18 Innovative Drinking Experiences and Consumer Engagement

53:41 Exploring Unique Bar Concepts

56:03 The Digger Cafe Phenomenon

🔗 Resources & Links:

• Connect with Lester Jones - NBWA: America's Beer and Beverage Distributors

• Check out the Beer Purchasers' Index - NBWA: America's Beer and Beverage Distributors

  
  

📩 Have a question or topic for a future episode? Drop us a message!

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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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