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NBWA Associate Member Provi examines how a hybrid sales model, supported by digital tools that enhance the role of the rep, helps beer distributors improve efficiency, strengthen supplier relationships and meet evolving expectations.

By Andrew Levy, Chief Corporate Affairs Officer, Provi

At its core, this business hasn’t changed. Success in beer distribution still comes down to relationships, trust, and getting the right products into the right accounts at the right time. The connection between reps and buyers remains just as important – and just as valued – as ever.

What’s different is the day-to-day reality of making that happen. More SKUs. Tighter margins. Greater pressure to deliver for both suppliers and accounts – without expanding your team. That’s where the challenge lies: not in doing something new, but in doing what you’ve always done, under new constraints.

And that’s exactly where a hybrid model proves its value. This isn’t about swapping people for platforms. It’s about supporting the people who keep this business moving—with tools that make them faster, sharper, and better equipped to serve.

At a recent NBWA Convention, I joined leaders from across the industry to talk about what that looks like on the ground. Here are five takeaways that continue to shape how we’re thinking about growth for our distributor partners.

1. The Buying Journey Has Evolved—And Distributors Are Evolving with It

Today’s buyers aren’t waiting for their rep to walk through the door to make decisions. According to Gartner, 92% of B2B purchases begin with an online search, and 83% of buyers prefer digital interaction at some point in their journey. McKinsey adds that B2B buyers now engage with an average of 10.2 channels—double what it was in 2016.

Distributors aren’t being left behind—they’re adapting. The strongest operators are showing up wherever and however buyers want to engage, while still maintaining the personal relationships that drive long-term loyalty.

“Omnichannel means being where your retailers are. If you’re not available during their decision-making moments, you’re not in the mix.” – Andrew Levy

Key Takeaway:
Today’s buyer still values the relationship—but expects a more flexible, accessible experience around it. Distributors who meet those expectations are staying top of mind—and winning more share.

2. The Rep Is Still at the Center—Hybrid Models Make Them More Effective

A hybrid sales model doesn’t reduce the importance of the rep. It strengthens it.

When reps have tools that make account insights, order history, or sales materials readily available, they gain time and leverage to sell—not just service. The result? Better conversations, deeper placements, and more loyalty.

“If you can free up that order-taking time—and you’ve got the right team and the right training—there’s a lot of selling to be done.” – Brian Eddington, GA/Skyland Distributing

Key Takeaway:
Hybrid operations don’t replace reps—they make them more productive, prepared, and powerful.

3. Supplier Expectations Are Rising—So Is the Opportunity to Lead

Suppliers today are looking for execution and insight. They want to know their programming dollars are being put to work—and they’re watching closely.

Distributors who offer consistent program delivery, clear field visibility, and the ability to share what’s working are building stronger supplier partnerships—and getting rewarded with greater investment and trust.

“We’d love to help you and be partners in getting you as quickly to the top of the class as possible.” – Cameron Barratt, Heineken USA

Key Takeaway:
Meeting supplier expectations is no longer about availability—it’s about responsiveness, alignment, and follow-through.

4. Simplifying the Day-to-Day Unlocks Real Efficiency

Distributors are balancing more complexity than ever: broader portfolios, faster program cycles, and a growing list of accounts to service. But most teams aren’t adding headcount to keep up. That means the day-to-day has to run smoother—because every step, every handoff, every extra call or follow-up adds up.

Hybrid operations help streamline the process. They make it easier for reps to access what they need, for teams to stay in sync, and for leadership to keep things moving without chasing information or repeating work.

“It started as a way to make our employees’ lives easier and more efficient. It just kind of grew from there.” – Brian Eddington

Key Takeaway:
When the day-to-day runs smoother, your team can move faster, focus more, and get back to what this business is really about—serving accounts and selling beer.

5. Strategy Starts with the Right Partnerships—and the Right Tech Stack

Making hybrid work isn’t just about choosing a tool. It’s about building a strategic ecosystem—made up of trusted partners and platforms that actually understand the complexities of the beer business.

Distributors are best served by solutions designed with the full picture in mind: reps in the field, buyers behind the bar, suppliers watching execution, and leadership looking to improve productivity without losing control. These partnerships don’t replace your workflows—they strengthen them.

“The iteration now isn’t going to be the iteration a year from now. [The right partners] are going to keep finding solutions, getting more data, doing more analytics—and getting better.” – Brian Eddington

Key Takeaway:
The right partnerships and platform strategy should support the full scope of your business—giving your team the tools to operate efficiently, serve customers and suppliers effectively, and stay focused on what matters: moving cases and building relationships.

Final Word

The fundamentals haven’t changed—but the pressure to execute them efficiently has.

Distributors who adopt a hybrid approach—supporting reps, simplifying operations, and staying responsive to both buyers and suppliers—aren’t just adapting. They’re leading.

Because this isn’t about chasing the next trend. It’s about reinforcing what’s always worked, with systems that let your team focus on what really matters: building relationships, serving accounts, and moving cases.