📰 Pour Decisions (by XenBev)

“The Distribution Shuffle”

🧭 The Big Pour: Reyes Takes Over RNDC Footprint

Major shakeup brewing in distribution: Reyes Beverage Group is absorbing a portion of RNDC’s alcohol business — particularly in California and Hawaii — after RNDC announced a full withdrawal from California by early September (Wine Business, IFMA).

But it’s more granular than that:

California:

Reyes now handles key brands formerly under RNDC — including Tito’s Handmade Vodka, the Brown-Forman portfolio (Jack Daniels, Woodford Reserve), Gallo’s High Noon RTD, Cutwater canned cocktails, and previously Sazerac.

Hawaii:

Reyes picked up Brown-Forman’s Hawaiian distribution too, shifting it from RNDC (Drinks Intel, VinePair).

It’s clearer now: Reyes isn’t just scooping up beer — it’s cementing itself as a total beverage powerhouse (Brewbound, Good Beer Hunting).

⚖️ Who Wins, Who Loses?

Large Suppliers (Tito’s, Brown-Forman, Sazerac):
Likely to get enhanced activation and category focus under Reyes, but may experience short-term hiccups in placement and pricing continuity.

Mid-Sized Brands:
Face the risk of being deprioritized. You’ll need aggressive relationship management with Reyes reps to avoid falling into obscurity.

Small / Craft Labels:
Danger zone. Without a visible field presence or strong storytelling, you risk getting lost in the shuffle.

💡 What Suppliers Should Do Now

📞 Re-engage distributor partners proactively — even existing ones — to reset the relationship.
 🧠 Refresh your brand story and sell-in strategy for Reyes stakeholder teams.
🛠️ Set clear KPIs around placements, promos, and velocity in the new footprint.
 📍 Use anchor retailers as leverage to demonstrate track record and demand.

📦 Route-to-Market Watch

Markets in play include:

• California

• Hawaii

• (Watch for Florida, Illinois, Texas for next wave ripple effects due to RNDC shifting focus — BevInfoGroup, BusinessWire, Meininger’s International).

🎙️ From the Podcast: Adventures in Beer-Selling

🥂 Final Sip

This isn’t just a distribution shuffle — it’s a strategic opening. Reyes is leaning in; your job is to lean forward. Reaffirm your relevance, own your voice, and institutionalize the new route-to-market before your competitors do.