Insights

The straight talk on spirits distribution.

Five essays for founders and GMs at small and mid-size beverage brands. What the trade press is telling you, what it leaves out, and what to actually do this week. No jargon, no deck.

Written by Darren Kohlenberger. 30+ years in spirits sales and distribution, including 26 years with the Brown-Forman portfolio. Originally published in Off-Invoice.

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June 1, 2026 · 3 min read · Distribution

RNDC Didn't Collapse. It Got Repriced.

More than 35 markets were sold, transferred, or exited in 2026, and your brand went with them. Who inherited you, why franchise-law states got left out of the reshuffle, and the three moves to make before the ink dries.

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July 15, 2026 · 3 min read · Category & supply

The $22 Billion Glut Won't Hurt the Giants. It'll Hurt You.

Wall Street is telling five public companies to sit tight and premiumize their way out. Fine advice if you have their balance sheet. What it means for you is a rep whose quarter is already spoken for, and how to time your ask around it.

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June 15, 2026 · 2 min read · Demand

It's Not Moderation. It's Medication.

The industry keeps blaming Gen Z and wellness. The real demand shock is a weekly injection, it lands hardest on heavy drinkers, and the habit sticks after people stop taking it. Why "waiting for the bounce back" is not a plan.

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May 15, 2026 · 2 min read · Pricing

Your Premium Pitch Stopped Working. Your Distributor Noticed Before You Did.

Volumes rose, revenue fell. Your distributor does not know your brand story, they know your turns. How to find out where you actually stand, and how to pick a lane before the triage list gets to you.

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April 15, 2026 · 3 min read · Launch strategy

Stop Chasing the RTD Numbers. Most of You Aren't Ready.

Canned cocktails were the one bright spot in a bleeding market, so everyone wants in. The one honest question to answer about your core bottle business first, and how to launch small if the answer is yes.

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