Beer distributors build billion-dollar brands… and then watch the big boys swoop in and take them. This episode breaks down the real history, the real economics, and the real pattern behind NA brands that rode the beer network to explosive growth—only to be pulled out and absorbed into Coke, Pepsi, or KDP.

Bud, Moneyball Ross, and Data Mike dig into 30+ years of deal history, the distribution shifts behind each move, and why the beer network is still the best brand-building engine in beverages—despite repeatedly getting cut out at the finish line.

🔍 In This Episode:

🛻 The Beer Truck Effect

How distributors take unknown NA brands from bottom-shelf afterthoughts to billion-dollar household names.

💰 The Buyout Pattern (and Why It Keeps Repeating)

Snapple → Vitamin Water → Monster → Celsius → Ghost → Poppy Different eras, same playbook.

⚠️ Why Big Soda Terminates Every Time

Coke, Pepsi, and KDP aren’t just buying brands— they’re buying distribution control.

📉 “Can’t Beat ’Em? Delete ’Em.”

How Bang went from 10% market share to bankruptcy and obliteration.

🧠 Ross’ S-Curve: When Suppliers Should Sell

And why distributors always lose the most value right when the brand starts rolling downhill (in the good way).

💼 The Termination Fee Problem

Why 1–3x GP is outdated How Monster paid ~$200M in termination Why distributors must negotiate differently in the next cycle.

🛒 The Power of the C-Store Channel

Why NA brands win in beer distribution— and why they struggle when moved into high-SKU soda networks.

🔮 Prediction Corner

What category gets “taken” next?

• Functional beverages

• Energy 2.0

• Delta-9

• Protein/functional hybrids

🧩 Key Takeaways

• Beer distributors are the invisible kingmakers of the beverage industry.

• NA brands scale because of low time-preference, relationship-driven execution.

• Big Soda acquires for two reasons: growth + elimination of future competition.

• Distributors need to rethink termination clauses, investment models, and growth multipliers.

• The next wave of billion-dollar NA brands is already forming— and the beer network will build them again.

📥 Got thoughts or want us to cover a topic?

Email: [email protected]

🎧 Listen, subscribe, and share with a friend.

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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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