Corks, Kegs and Commentary

Events, news and musings from the crew at Hayden Beverage Company. Information on beer, wine and events in the state of Idaho

We Have Ignition. She Is Away.

Dodds Hayden - Monday, April 09, 2012

What is the best way to accelerate the growth of your fastest growing business segment and your largest supplier? How about joining forces with a contiguous distributor that has a reputation for excellence and a growth rate even greater than ours?

I (temporarily) put away my black hat and carpet bag, set aside my usual predatory means, and we executed a friendly acquisition of Alert Distributing. We hired their people and brought their owner and founder (Perry Vinson) over to run the new larger entity. Combined, we will sell half a million cases this year, and Red Bull will represent over 15% of our total sales revenue.

Alert is one of the top RB distributors in the West. And more than the cases, they bring business practices, a reputation for excellence, and a culture of execution. I fully anticipate they will raise the level of our Red Bull business and add a valuable layer to our overall culture.

Welcome aboard!!

The Red Bull brand is the most remarkable phenomenon I have witnessed in my famly's 42 years in the business. And ten years after launch, it has returned to sustained double digit growth. There is only one Red Bull. It is the market leader in market share, thought leadership, and marketing brilliance.

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