Industry Issues
Exhibitors highlight products, services at NBWA Convention
The National Beer Wholesalers Association (NBWA) wrapped up its 87th Annual Convention and Product Showcase in San Diego, naming Alabama’s Rebecca Maisel as its new board chair.
With 1,700 distributors and beverage professionals and more than 150 exhibitors, this year’s convention highlighted the successes and durability of the beer distribution industry while exploring innovative strategies for continued growth.
“In an industry that’s evolving at a whiplash pace, distributors are the steady, reliable engine that keeps things moving. You persevere, you evolve and you succeed. To me, that is the definition of durability,” said Craig Purser, President and CEO of NBWA, in his keynote address. “Brands rise and fall, segments shoot up and back down but all that the local bar or restaurant or convenience or grocery retailer knows is that the beer guy is coming in the morning with fresh supplies.”
In naming Maisel board chair, NBWA highlighted her significant experience in the industry, including serving as senior vice president of legal and government affairs at Gulf Distributing Holdings, a third-generation family business based in Mobile, Ala. She previously served as chair of NBWA’s Next Generation Group and the Alabama Wholesale Beer Association.
“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 stated. “As chair, I assure you I will justify the confidence you have placed in me to lead this association.”
The Product Showcase featured a range of exhibitors highlighting their products and services. The following are a sampling of those exhibitors:
ABCO Fleet Services promoted its array of services to aid in beverage transportation.
Designer and manufacturer of vehicle propulsion solutions Allison Transmission showcased its products that are used in a variety of applications, from on-highway trucks and off-highway vehicles.
A division of the Brother Group of companies, Brother Mobile Solutions promoted its printing and labeling solutions. The company hopes to expedite the production of accurate invoices, receipts and other important documents.
The family owned and operated Cirrus Tech highlighted its specialization in automation. The company offers fully automated systems, automated storage systems and robotic case pickings, aiming to help distributors streamline their operations.
Descartes featured its cloud-based routing, mobile and telematics solutions for beverage distributors. The solutions aspire to transform the distribution performance.
Encompass Technologies embraces and enhances cross-tier collaboration. This technology streamlines operations while also simplifying decision-making in an ever-changing market.
Storage solutions Frazier highlighted the advantages of its systems. The system solutions are effective for varying SKUs for small businesses to Fortune 500 companies.
Goodyear Tire and Rubber Co. promoted its innovative products that are designed to “harness the power of forward movement.”
Hackney promoted its aluminum beverage truck bodies and trailers to improve delivery efficiency.
HDA Architects highlighted its vast experience of 25 years working directly with beverage wholesalers on new facilities, expansions and renovations.
Hino Trucks displayed several new models, including electric trucks, the Tern RC8 and its 2024 L Series and XL Series.
Isuzu Commercial Truck of America Inc. promoted its Isuzu Trucks, highlighting how its commercial trucks can help beverage and distributor companies grow.
Mickey Truck Bodies highlighted its truck bodies as well as its fleet services to help keep fleets in top shape.
Motus, a leading expert in vehicle reimbursement and driver risk mitigation, showcased a VR race car experience, allowing attendees to put their driving skills to the test, awarding the fastest time with a $200 Amazon gift card.
OnTrak Software showcased its point-of-sale (POS) tracking, draught line cleaning, and tap handle survey software. In addition, OnTrak offered a pricing incentive for new customers.
PDC/KPI Solutions shared its expertise in end-to-end supply chain solutions, from consulting to system integration.
Adviser and manufacturer of integrated and sustainable solutions Rehrig Pacific offered a plethora of partner solutions for supply chain and direct-store-delivery needs for a variety of industries.
Salient highlighted its templated drill-down analytics to help beer wholesalers and suppliers manage margins, increase distribution and improve operational metrics.
Sovereign Flavors showcased its flavor matching and custom formulations skills, offering samples including a Peanut Butter Banana Beer Shooter.
SVT Fleet Solutions highlighted its end-to-end fleet optimization solutions to maximize fleet performance and operational efficiency.
Toyota Material Handling promoted its material handling and industrial lift trucks and equipment.
Vermont Information Processing (VIP), a technology supplier for the beverage industry, promoted its services for distributors, suppliers and more, aiming to empower those in the industry to help them thrive.
Global supplier of innovative intralogistics and material handling solutions, Vertique highlighted how it intends to optimize the supply chain of warehouses, distribution centers and manufacturing operations. It focuses on the food and beverage and grocery industries, developing specialized solutions.
Westfalia Technologies Inc. highlighted how its automated warehousing systems help beer wholesalers and distributors optimize space, improve operational efficiency and increase throughput.
Wise Systems showcased its dispatch and routing software products to improve fleet efficiency, including a demo of its newest tool, the Strategic Planner.
Yale Lift Truck Technologies promoted its lift trucks and technologies. The company also highlighted its beverage distribution solutions, including an updated direct-store-delivery sled.
NBWA’s 88th Annual Convention and Trade Show will take place Oct. 12-15, 2025, in Las Vegas.
Perricone Farms acquires Natalie’s Orchid Island Juice Co.
Premium craft juice company Perricone Farms recently announced its acquisition of Natalie’s Orchid Island Juice Co. Perricone Farms has deep roots in California’s citrus industry and Natalie’s is an award-winning juice company based in Fort Pierce, Fla.
With this acquisition, two high-quality, trusted names in the juice industry are united, strengthening both brands and enhancing the ability to serve customers with excellence in quality and customer service coast-to-coast, it says. The combined company will also be able to take advantage of bi-coastal production facilities, improving its delivery capabilities, expanding product offerings and leveraging its additional scale to “ensure juices reach customers with the same quality,” the company adds.
“We are excited to add Natalie’s to the Perricone Farms family. Natalie’s commitment to producing the highest quality products, combined with unmatched customer service, aligns with the core values we have been providing in the marketplace for years. Working together, we will be stronger and will be able to provide greater value to our customers,” said Bob Rovzar, CEO of Perricone Farms, in a statement. “This exciting merger offers new opportunities for growth and expansion, including entrance into new markets, developing innovative products and strengthening relationships with customers, suppliers, vendors and partners. Together, Perricone Farms and Natalie’s are now better equipped to ensure the continued success and growth of both brands.”
Both brands have become industry experts at procuring and producing the highest quality juices over the years, the companies note. Unifying these two entities will strengthen their reputation as a premium juice provider in the foodservice and retail channel, they add.
“We are excited for the future and the opportunities this partnership will provide our cherished Natalie’s family,” said Natalie’s CEO Marygrace Sexton, who founded the award-winning juice company, named after her daughter, more than 35 years ago. “Natalie’s has been built to last and will be providing you with authentic juices on a world-wide scale for generations to come.”
Free Rein Coffee Co., San Angelo, Texas, announced its first nationwide rollout into retail, exclusively at Walmart. The company will bring its portfolio to the mass merchandiser, including its leading blends American Dirt, Homestead and Prospect' in ground coffee, and American Dirt and Homestead in single-serve K-cup pods. Founded by a veteran and originally known as Longhorn Coffee Co., the business was acquired by actor Cole Hauser alongside friends and fellow entrepreneurs Karl Pfluger, Paul Anderson and Aron Marquez, and relaunched as Free Rein Coffee Co. in 2023. With its launch into Walmart, Free Rein is committing to a Buy a Bag, Give a Cup promise, meaning the company will give a cup to someone who serves their country or community for every bag of Free Rein Coffee bought at Walmart this year.
Milo’s Tea Co. Inc., Bessemer, Ala., named Emily Backstrom its new Chief Financial Officer (CFO). Backstrom will drive Milo’s financial strategy and position the company for ongoing long-term success. Backstrom will play an integral role as an executive team member. Her deep understanding of the financial landscape, coupled with her strategic vision, will be invaluable as Milo’s continues to scale its operations, focus on product innovation and expand its market presence, it says. “Emily’s impressive financial planning and corporate strategy experience, along with her strong leadership skills, are a great fit for Milo’s during a period of exponential growth as we continue to make the number one selling refrigerated tea in America,” said Milo’s Chair and CEO Tricia Wallwork in a statement. “As I strive to ignite Birmingham as a hub for consumer packaged goods companies, I am proud to have a leader of Emily’s caliber join us.”
BLK & Bold Specialty Beverages, Des Moines, Iowa, announced its partnership with entrepreneur, legendary Hall of Fame athlete, and esteemed coach Deion “Coach Prime” Sanders, who joined the company as co-owner and social change leader. “Joining BLK & Bold is more than just a business move for me — it’s about making a lasting impact,” Coach Prime said in a statement. “I’ve always believed in the power of giving back and uplifting others, and with BLK & Bold, we have the perfect platform to do just that.” Founded in 2018 by Pernell Cezar and Rod Johnson, BLK & Bold has experienced explosive growth, evolving from a small garage operation and eCommerce site to being featured in more than 11,000 retail stores, including major chains like Albertsons, Target, Amazon, Walgreens and Giant, the company notes. All products also are available on the brand’s website at blkandbold.com.
Dallas-based WES Brands, the parent company of fast-growing brands Aspen Vodka, BSB Flavored Whiskey, Flecha Azul Tequila, and Fraser & Thompson Whiskey, announced that Adam Rosen will assume the role of CEO. Rosen joins WES Brands following his successful tenure as executive vice president at Casamigos Spirits Co. The appointment of Rosen comes at a pivotal time for WES Brands, an independent spirits incubator that has expanded from one to four brands since 2022. WES Brands excels at pairing high-potential brands in growing categories with strategic partners to amplify their reach, it says. The company also is redefining its route-to-market strategy, positioning itself for continued success, it notes. “I’m very excited to join the team at WES Brands,” Rosen said in a statement. “The brands in our portfolio are really special, each with tremendous opportunity. It’s also extremely exhilarating to work with our high-profile investors who are so engaged and committed to building the business for the long term. In just a short time, we have optimized the front end of the business to help achieve all our goals. I can’t wait to work closely with our talented team, distributors and retail partners to unlock growth for our full portfolio.”