In this Brewbound Podcast interview, Ray Latif speaks with David Christman, VP of State Affairs at the National Beer Wholesalers Association (NBWA), about how distributors are embracing innovation to stay competitive and efficient in a rapidly evolving market. With more than two decades at NBWA, Christman explains how the association supports its members on legislative issues while also leading technology and e-commerce initiatives through the Beer Industry Electronic Commerce Coalition (BIECC). He shares insights from NBWA's member surveys, highlighting rising investments in technology, data analytics, automation, and even AI to improve everything from sales to warehouse operations.

Christman also previews the NBWA's BIECC Innovation Showcase, where 17 companies will present new tools and solutions for distributors—from robotics to predictive ordering systems—underscoring the momentum behind modernization across the beer industry. He emphasizes that no wholesaler wants to be left behind, and innovation is increasingly seen as essential to addressing industry challenges and unlocking growth. For more information, visit NBWA's website.