In this episode of the Tapped In Sales Podcast, Bud, Moneyball Ross, and Data Mike sit down with Dan Deufel of Superior Beverage to unpack one of the most important cultural shifts happening in beer distribution today: transparency.

Dan shares how Superior moved from a traditional volume-first mindset to a profit-aligned organization — and how opening up GP/CE, returns, pricing logic, and incentive structures to the entire team reshaped behavior, improved decision-making, and unified sales, operations, and delivery around a single North Star.

This is a masterclass in leading change inside a wholesaler.

🔥 What You’ll Learn in This Episode1. Why Transparency Became the Turning Point for Superior Beverage Dan explains why keeping GP data hidden limited alignment — and how sharing it unlocked better decisions from reps, middle management, and senior leadership.

2. The Cultural Shift from Volume to Profit Hear how GP/CE became the company’s guiding metric, and how that shift improved:

👉 Reps’ compensation clarity

👉 Pricing conversations

👉 Supplier negotiations

👉 Sales meeting tone and outlook

3. The Real Challenges (and Surprises) of Going Transparent It wasn’t the reps who resisted — it was middle management. Dan breaks down:

⚡ Legacy thinking that had to be unwound

⚡ Why questioning the “why” matters

⚡ How rewiring assumptions took time

4. Survivor’s Guide to GP-Based Leadership Dan shares:

💬 Why reps embraced GP faster than expected

💬 How transparency reshaped discounting conversations

💬 Why rep attitudes improved when they understood how money really moves

5. How Superior Took Control of ABP Season Instead of sitting through supplier-led presentations, Superior:

📄 Built a one-page plan for every supplier

📊 Reviewed GP trends and SKU performance live

🗓️ Set incentive calendars on the spot

🧹 Delisted dead SKUs collaboratively

✅ Left every meeting aligned on next year’s plan

This is the blueprint distributors have been asking for.

6. Where the Beverage Industry Is Really Heading Dan gives his take on:

🚀 The rise of functional beverages

🍺 The next wave of NA beer

⚡ Energy drinks and “benefit-based” beverages

🏷️ Why brand consistency still beats great liquid

💬 Best Quotes

“You can’t coach in the dark. You can’t sell in the dark. And leadership can’t fix what they can’t see.”

“GP became our North Star. When we aligned everyone to it, the entire business moved differently.”

“Transparency didn’t create chaos — it created clarity.”

“If you're only focused on volume in a declining industry, you’re missing the one number you can control: profit.”

👤 Guest: Dan Deufel — Superior Beverage

Dan is from Superior Beverage in Illinois, helping lead the transformation toward a Total Beverage strategy, profit-first alignment, and a more transparent organizational culture.

📨 Email: [email protected]

📬 Have Questions or Want to Learn More?

Email the show at [email protected]

Visit us at vxptech.com

Chapters

00:00 The Importance of Transparency in Business

04:53 Aligning Sales and Operations for Success

12:12 Feedback and Collaboration with the Team

21:04 Navigating Industry Challenges and Opportunities

30:23 Innovative Approaches to ABP Season

39:43 Future Trends in the Beverage Industry

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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.