This Bonus Horsepower show challenges the listener to ponder the current and future macro trends taking place within the national beverage wholesale network. Mark goes into detail on how to work with these Goliath wholesalers from the Underdog’s perspective. You’ll hear trends taking place across the country corroborated by Shinerunner army observations and input.
Episode #24 1/2 is especially relevant to the craft brewer, craft spirts distiller, cider/mead maker, vintner or “kombuch-ologist” who is concerned about wholesaler acquisition/monopolization and how this trend will affect their brands.
Mark also touches on what seems like a minor trend but is a major one. That is the cultivation of wholesaler Merchandising Armies that will serve to defend and preserve precious and finite Off Premise real estate for their mega brand suppliers and wholesaler employers. Mark offers a micro-strategy on how to get your fair, “Back Share” from this critical and often overlooked component within the master distribution model.
This show was deemed so important that it was added after the final Shinerunner show (#25) was taped. A must 20 minute listen.