Gulf Distributing SVP Rebecca Maisel made a rallying cry for beer distributors to get energized and invest in their businesses during her first speech as National Beer Wholesalers Association (NBWA) chair on Tuesday at the trade group’s annual gathering.
About 1,700 industry members attended the 87th Annual Convention, with the Product Showcase housing 150 booths. Included in the three-day event’s activities was the transition of power from outgoing NBWA board chair and Fabiano Brothers CEO Jim Fabiano II, to Maisel.
Maisel previously served as chair of the NBWA’s Next Generation Group and chair of the Alabama Wholesale Beer Association, and spent eight years on the NBWA’s Management Committee. She is also a part of the advisory board for Building Relationships and Empowering Women (BREW), the NBWA offshoot meant to help build “a more inclusive beer and beverage distribution industry,” according to its website.
“Having this board elect me to the officer corps of NBWA three years ago, running the chairs and standing here today as your chair, sends a message to our membership and to the beverage world that there is room at the very top of this industry for qualified emerging leaders who demonstrate passion and commitment to our mission,” Maisel said. “As chair, I assure you I will justify the confidence you have placed in me to lead this association.”
In her first speech as chair, which received a standing ovation from members, Maisel acknowledged that it is “a critical time in this industry.”
“The numbers don’t lie – beer is facing increasing headwinds,” she said. “But out in the streets, beer distributors like us know there are so many success stories.”
Maisel championed the growth of Constellation Brands’ Modelo Especial, Anheuser-Busch InBev’s Michelob Ultra, New Belgium Brewing’s Voodoo Ranger and Molson Coors’ Coors Banquet, as well as beyond beer offerings that have made positive contributions to the greater beer category, such as non-alcoholic beer and flavored malt beverages.
“But we must continue to ask ourselves, will what got the beer distribution industry to this point, continue to propel us to growth?” Maisel said. “What can we do to stay relevant and future-proof this business?”
Maisel offered some answers to her own questions, including getting “back to basics.”
“Beer wholesaler veterans, I respect your bust-ass work ethic,” she said. “You built the relationships; you helped write the laws; you built the brands. We got to where we are on your backs, and we must continue to do the tough work that sets us apart as independent beer distributors.
“Sell, push, rack and stack,” she continued. “Do the unpleasant things that those other distributors don’t do. Let’s get out there every day and service our accounts, even the non-profitable ones. Let’s put a premium on quality – where you can, clean the draft lines, pick up the old beer.”
Maisel also encouraged members to look at their internal teams and make sure that new voices are being listened to, and team members are getting opportunities to contribute.
“Take a look around you – the folks that were ‘Next Gen’ in your company 5-10 years ago, ask yourself: Are they the NOW Gen today?” she asked. “Are their voices being heard? I suggest investing in your emerging leaders and giving them a real seat at the table.”
Similarly, Maisel told members to dig into their internal operations and procedures, making sure businesses are still operating efficiently, and figuring out what could use more investment.
“What will sustain this industry is not just top-tier brand building at retail and pushing volume out the door, though those are absolutely non-negotiables,” Maisel said. “But to grow, we have to walk and chew gum – we can be sales killers in the street, but in the back-of-house, we also have to be world-class operators and logistics companies.”