Non-alcoholic beer isn’t just a trend—it’s a strategic growth lane that’s changing how distributors think about assortment, margin, and consumer occasions.

In this episode, Bud, Mike, and Ross sit down with Matt Steinke, Head of Sales at Go Brewing, to talk about the real state of non-alc in 2025—from the sales floor to supplier strategy. With a background at Atlas, AB, and Rheingeist, Matt brings distributor-level empathy to a fast-growing brand that’s racking up awards, unlocking new channels, and helping reps and retailers find the next layer of profit.

We get into:

🍺 Why non-alc beer isn’t just a trend – and how it’s different from seltzers, teas, and RTDs

📈 How Go Brewing builds pull, not just placements – and why reps need more than just “one NA on the menu”

💡 On-premise strategies that boost check size – including the power of trial, coasters, and guiltless pleasure

🧠 What “moderation engineering” means – and how it's reshaping the consumer drinking experience

🔁 How NA, D9, and functional drinks can live in the same truck – and create real ROI across categories

📊 Why distributors should be thinking about variety, velocity, and value – not just slotting fees

📦 The DTC edge – and how Go uses real customer data to inform wholesale moves

Plus, we drop a few throwback stories from the Atlas Sales days, make fun of each other’s podcast backdrops, and tee up a future episode on Easy Man, Go Brewing’s new Delta-9 line that’s built for beer drinkers.

Chapters

00:00 Introduction of Guests and Podcast Format

02:55 The Rise of Non-Alcoholic Beer

03:44 Go Brewing's Journey and Philosophy

07:18 Expansion and Market Strategy

10:03 Distributor Relationships and Challenges

15:08 Consumer Trends and Market Opportunities

20:16 Innovative Marketing and Consumer Engagement

25:19 The Future of Non-Alcoholic Beverages

27:30 Comparing NA Beer to Other Beverage Trends

36:04 Sales Strategies for Non-Alcoholic Beer

38:50 Maximizing Guest Experience and Revenue

41:21 Understanding Retailer Motivations

43:54 The Importance of NA Offerings

45:19 Innovative Sampling Strategies

47:20 Introducing Easy Man: A New Beverage Category

49:41 Distributor Insights and Future Strategies

57:01 Innovation in the Beverage Industry

01:03:22 Closing Thoughts and Future Directions

If you’re thinking about your next 5 years—not just your next 5 PODs—this is an episode worth your time.

🔗 Learn more:

gobrewing.com

drinkeasyman.com

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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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