What happens when a small-share wholesaler stops chasing volume alone and starts focusing on what really matters — gross profit? In this episode, Bud and Data Mike sit down with the leadership team at Calumet Breweries — CEO Mark Kiernan, GM Dan Guzek, and Sales Manager Mike Hagerty — to unpack how they evolved from a traditional volume-first mindset to a smarter, more strategic volume × profit model.

Operating in a tough, competitive market, Calumet didn’t get bigger — they got sharper. From aligning compensation with gross profit, to empowering team leads, to launching RTD brands without dangling incentives, they’ve built a playbook for winning on execution, not size.

💡 In This Episode, You’ll Learn:

📊 How Calumet transitioned from a volume-only focus to a smarter volume × profit model

🔥 What it takes to build a hustle-driven, high-performance culture with a lean team

💬 How to get reps asking, “What’s the GP on that?” — and why that question changes behavior

🧠 Why sharing gross profit visibility with reps and team leads improved decision-making

🚫 How they launched competitive RTD brands without dangling incentives or one-off spiffs

🎯 The impact of team lead involvement in compensation planning and execution

🤝 How supplier relationships changed when profitability became part of the conversation

🧠 Key Quotes:

“When you're successful here, you can be successful anywhere.” – Mike Hagerty “The team stopped asking about volume and started asking, ‘What’s the GP on that?’” – Dan Guzek “That 150-case display might not be on an incentive sheet, but it pays out big when you understand the GP math.” – Mark Kiernan

👥 Who Should Listen:

🏢 Distributor owners and senior leaders looking to improve execution without increasing headcount

📈 Sales managers and team leads trying to align comp plans with long-term business goals

🧰 Supplier reps launching RTDs, innovation brands, or fighting for shelf space

🧭 Operations leaders focused on efficiency, margin, and retail execution

💸 Teams stuck in volume-only thinking looking to unlock profitable growth

🔄 Anyone transitioning from commissions to performance-based pay and culture

Chapters

00:00 Meet the Calumet Breweries Team

01:23 The Journey of Calumet Breweries

07:15 Transitioning to a Profit Mindset

17:43 Launching RTD Brands Successfully

27:37 Supplier Relationships and Market Dynamics

37:40 Cultural Shifts and Team Engagement
🛠️ Resources & Links:

VXP Sales Strategy Platform – https://vxptech.comReach out to the Calumet team or learn more: [email protected]

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Follow Tapped In Sales on Spotify, Apple Podcasts, or wherever you get your fix. Leave a review, share with your team, and let us know what you want to hear next.

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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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