In Episode 99, Bud, Data Mike, and Moneyball Ross break down some of the biggest category battles shaping beverage right now. From Sazerac stepping into Delta-9 with Fireball gummies, to Monster’s alcohol struggles, to the continued rise of RTD margaritas, this episode looks at where growth is happening and what it means for distributors.

The crew also covers the latest Beer Purchasers Index, what VXP is seeing in the field, and why even in a soft beer environment, there are still real opportunities to win.

In this episode:

🔥 Sazerac’s move into Delta-9 and what it could mean

⚡ Monster’s alcohol slowdown vs. energy’s momentum

🍹 Why RTD margaritas keep growing

📉 What the Beer Purchasers Index is signaling

📊 What distributor results are showing so far in 2026

📦 AB’s BeatBox move and what it says about the market

Bottom line:The market is shifting, shelf space is getting more competitive, and distributors who stay sharp on category movement will be better positioned to win.

Want to compare notes on what you’re seeing in your market?Reach out to us at [email protected] — we’d love to hear what trends, challenges, and opportunities are showing up in your world.

Chapters 

00:00 Introduction and Episode Overview

03:44 Sazerac Enters THC Gummies Market

09:57 Major Players and Brand Movements in THC Space

20:10 Monster's Earnings and Market Performance

22:08 Shelf Space Dynamics in Convenience Stores

28:42 RTD Margaritas: Market Leaders and Consumer Trends

33:42 Market Outlook and Industry Opportunities

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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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