Leaders from the Nation’s Largest Distributors Discuss Innovation, Growth and the Future of the Industry
DENVER, Feb. 7, 2025 /PRNewswire/ — This week, the LIVE Stage at Access LIVE 2025 was the setting for one of the most anticipated discussions of the week: “Wholesaler Power Hour — Market Drivers: Wholesale Leaders Blazing a Path to Success.” Featuring three of the most influential CEOs in beverage alcohol distribution, the session provided Access LIVE 2025 attendees with insights into current challenges and opportunities shaping the industry.
Moderated by Michael Bilello, Executive Vice President of Strategic Communications and Marketing for Wine & Spirits Wholesalers of America (WSWA), the panel featured Tom Bené, CEO of Breakthru Beverage Group; Wayne Chaplin, CEO of Southern Glazer’s Wine & Spirits; and Nick Mehall, CEO of Republic National Distributing Company (RNDC). Together, these visionaries manage a substantial share of wine and spirits distribution in the U.S., making their insights invaluable to suppliers, wholesalers and retailers.
Defining Success in a Changing Market
Bilello kicked off the discussion by asking each panelist to define what success looks like in today’s market landscape.
“When I first joined the industry, success was about learning,” said Chaplin. “Today, it’s about building for the future — ensuring the next generation of leaders is ready to go.” He emphasized how his company is focused on delivering a long-term vision for logistics, insights and customer engagement, rather than just short-term sales growth.
Mehall highlighted the importance of growing market share and building brands. “We are not just order processors,” he reminded the distributors in the room. “We are responsible for building brands and creating sustainable growth. It’s not about quick wins — it’s about how we support and build brands over time.”
For Bené, success is about being the best partner — for suppliers, retailers and employees alike. “At Breakthru, our goal is to be the distributor of choice. That means delivering on supplier expectations, being the number one service provider for customers, and creating an environment where our team members thrive.”
Innovation and the Role of Technology
Innovation is often discussed as a phenomenon of the future, but the panelists offered concrete examples of how their companies are using technology today to enhance business operations.
For example, Mehall emphasized optimizing automation and data-driven decision-making. “We are using AI and analytics to empower our salesforce with real-time insights. When they prep for an account, they now know what’s trending in that market, what’s selling down the road and how they can maximize impact.” RNDC’s investments in data and digital tools such as its eCommerce platform, eRNDC and digital accelerator, REDI, he said, are helping suppliers, retailers, and customers alike make smarter decisions in the evolving eCommerce landscape.
Chaplin discussed how his company’s digital platform is revolutionizing the way customers engage with wholesalers. “We invested in this platform before COVID, and today it’s a $4 billion digital marketplace. It’s making it easier for customers to work with us, and it provides insights that are game-changing for our suppliers.” He also emphasized how AI-driven supply chain improvements help drive efficiency as labor costs rise.
Regarding innovation, Bené underscored the role of technology in enhancing supplier relationships and improving brand-building strategies. “We have invested heavily in consumer insights—not just tracking where the market is today, but predicting where it’s going next,” he noted.
Market Disruptions and Changing Consumer Preferences
The panel addressed major shifts in consumer behavior, from premiumization and sustainability to the rise of ready-to-drink cocktails (RTDs).
Bené explained how Breakthru is helping brands navigate these trends. “It’s no longer enough to just get products on shelves. We need to help retailers understand the products that will resonate with their consumers and help them connect with the right brands,” he said.
Chaplin took a broader view, stressing that wholesalers must balance appealing to emerging consumers while maintaining loyalty among existing customers. “You don’t want to drive your father’s Buick, and you don’t want to drink your father’s cocktail. Consumer preferences change, and we need to be flexible enough to change with them.”
The Future of Leadership
Toward the end of the session, Bilello steered the discussion to the ways wholesalers are handling ongoing challenges, from economic uncertainty to supply chain disruptions.
Mehall advised companies to pay attention on the aspects of their business that they can control. “We are all facing challenges, but the key is to focus on what we can influence — building relationships, ensuring operational excellence, and making smart long-term investments.” He encouraged suppliers and retailers to avoid reactionary decision-making and instead take a measured, data-driven approach.
Chaplin highlighted the importance of transparency and trust in leadership. “If you want to lead effectively, you need to be honest — with your employees, your suppliers and your customers,” he said. “Change is constant, and the best companies embrace it head-on.” Open communication is especially important, he said, when addressing industry uncertainty.
Collaboration Is Key
As the session ended, Bilello asked each panelist to share advice for navigating the future.
Bené focused on talent development: “Our people are our greatest asset. Investing in training and development ensures that we have the best, most knowledgeable sales teams in the business.” His company has launched new training initiatives, including its Accelerate program, designed to equip employees with the skills needed to navigate an evolving market.
“Suppliers are our partners, not just our clients,” Chaplin added, going on to stress the importance of long-term supplier relationships. “Our success depends on their success, and we have to work together to build brands that will stand the test of time.”
For his part, Mehall closed with a call to action. “The industry is changing,” he said, “but the best companies see change as an opportunity. If you embrace innovation, stay flexible and invest in your people, the future is bright.”
The Wholesaler Power Hour reinforced a powerful theme — collaboration between wholesalers, suppliers and retailers is the key to long-term success in the beverage alcohol industry. And that, after all, is precisely what Access LIVE is all about.
For more insights from Access LIVE 2025, visit https://accesslive.wswa.org/.
MEDIA CONTACT:
Michael Bilello
Executive Vice President, Strategic Communications & Marketing
michael@wswa.org | (202) 716-4805
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SOURCE Wine & Spirits Wholesalers of America
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