Bryan Crowley

REYES × RNDC ISN’T JUST CONSOLIDATION — IT’S A WARNING SIGN FOR SMALL BRANDS 🚨🍺🥃 The acquisition of RNDC markets by Reyes isn’t being debated quietly in back rooms. Among small producers, the reaction has been loud — and largely negative. Here’s why. This deal accelerates a trend that small brands have been feeling for years: fewer doors, bigger gatekeepers, and less room to breathe. What consolidation really means on the ground: • Reduced market access — fewer independent distributors = fewer chances to get on shelves or into bars • Priority shift to volume — mega-distributors optimize for brands that already move pallets, not potential • Weaker leverage — small brands face tougher terms and thinner margins • Contract risk — switching distributors often requires buying back rights many small producers can’t afford • Portfolio neglect — craft brands get sidelined as focus moves to RTDs, imports, and national powerhouses In many regions, this creates de-facto duopolies. Not by intent maybe — but by outcome. Yes, there are limited upsides: • A handful of small brands may benefit from Reyes’ logistics and execution • Some stability after RNDC’s recent turbulence could help a few accounts But let’s be honest — those benefits apply to very few. For most small and emerging producers, the message is clear: distribution is no longer where discovery happens. Distributors now expect demand to be proven before they care. Which flips the old playbook completely. So what do you do? You build leverage outside the distribution tier: • Create pull through real consumer engagement • Show velocity at the bar and tasting room level • Prove that people seek you out — not that you hope they will • Document where, why, and how your product fits an occasion In this environment, hoping a distributor will “find” you is a losing strategy. The brands that survive consolidation won’t be the loudest or the trendiest. They’ll be the ones that walk into a meeting with evidence — not optimism. Consolidation doesn’t kill small brands. Unprepared small brands get squeezed by it. This shift isn’t theoretical anymore. It’s operational. And it’s happening now. #BeverageIndustry #Distribution #CraftSpirits #CraftBeer #SmallBrands #AlcoholBusiness #MarketAccess #IndustryConsolidation

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Spirits are the only alcohol category still growing — and that growth is solely fueled by RTDs. Here’s the twist: the largest spirits distributors aren’t reaping the rewards. The fastest-growing RTD brands aren't using SGWS or RNDC. 📊 Fastest-Growing RTD Brands & Distributor Alignment: BuzzBallz +69% → Reyes, Johnson Brothers, Breakthru BeatBox +20% → AB Network Cutwater +61% → AB Network Nutrl +15% → AB Network Surfside +485% → Mixed beer network Sun Cruiser +474% → MC network Carbliss +50% → Mixed beer network Takeaway: To win in RTD, partner with the best athlete in every market — and that’s often the beer distributor.

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Back in my news days, we called this burying the lead (or lede for the journalistic purists). The American Craft Spirits Association (ACSA) just released a sobering report on the challenges for craft distillers. Especially the drop in sales and the decrease in the number of distilleries since 2024. But these numbers are still significantly higher than the 2019 data, which at the time was considered a boom. Yes, there is pain, but the headline should be that the market is still stronger than before the pandemic. https://lnkd.in/eAhXgWJD

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Proud to share Keurig Dr Pepper’s first-ever State of Beverages 2025 Trend Report. It’s a look at how shifting routines, needs and generations are redefining the beverage landscape—and what that means for the future.   For anyone focused on category insights and consumer connection, the data is worth a read. From flavor exploration to function-first choices, the “why” behind every sip is evolving—and so are the opportunities. You can read the full report here → https://lnkd.in/gbqSXzuY

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