In today’s episode, Bud, Mike, and Ross dive into one of the toughest balancing acts for beverage distributors today: managing your supplier and brand portfolio. Are you growing smarter — or just growing busier?

They break down the real challenges of supplier proliferation, SKU overload, and the "doom loop" of slowing sales without strategic pruning.

Learn how to expand into new categories without losing profitability — and how to recognize when it's time to cut dead weight.

🔥 Topics Covered:

🚛 Why adding more suppliers isn’t always the answer

🧹 The hidden costs of SKU creep (and what it’s really doing to your margins)

🥤 Smart ways to add new categories like RTDs, NA, and even non-beverage items

✂️ When to prune your portfolio (and how to do it without creating chaos)

🏆 How frontline sales behavior actually picks winners and losers

🧾 The dangers of delivery model pricing (and why distributors must stay vigilant)

📚 Lessons from real-world SKU audits, supplier negotiations, and brand pivots

💡 Key Takeaways:

🔄 Evolve your portfolio every year — or risk falling behind💰 Focus on profit per case, not just case counts👂 Stay ahead of trends by listening to your reps and retailers🗣️ Be honest with suppliers before things spiral🛡️ Know your strengths — and know when to say no

🎉 Plus:

🚗 Mike’s wild road trip through Utah (and a deep dive into some crazy liquor laws)🧴 Why lotion might be the next big product launch for distributors (…you had to be there 😂)

Chapters

00:00 Introduction

00:44 Mike's Trip and Utah's Unique Alcohol Laws

05:28 Listener Question: Growing vs. Reducing Suppliers

17:28 Navigating Market Trends and Product Choices

20:45 Supplier-Distributor Relationships and Market Intelligence

23:00 Portfolio Management and SKU Rationalization

27:19 Dynamic Strategies for Brand Building

32:21 Exploring Non-Beverage Opportunities

34:31 Profitability and Operational Efficiency

39:04 The Future of Supplier Relationships and Market Strategies

🎧 Listen now — and if you enjoy the episode, share it with a friend, subscribe, and leave us a quick review. It helps more beer distributors tap into smarter growth strategies!

📩 Got a listener question? Email us at info@vxptech.com

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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!

If you enjoyed the episode, don’t forget to subscribe, leave a review, and share it with a friend!