{"id":6421,"date":"2025-05-02T17:38:45","date_gmt":"2025-05-02T17:38:45","guid":{"rendered":"https:\/\/www.ceo-worldwide.com\/blog\/?p=6421"},"modified":"2025-06-11T05:27:04","modified_gmt":"2025-06-11T05:27:04","slug":"scaling-a-regional-beverage-company-to-national-prominence","status":"publish","type":"post","link":"https:\/\/www.ceo-worldwide.com\/blog\/scaling-a-regional-beverage-company-to-national-prominence\/","title":{"rendered":"How to scale a regional beverage company to national prominence"},"content":{"rendered":"
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Client: <\/strong>Confidential CPG Company <\/p>\n\n\n\n

Role: <\/strong>Director of Sales <\/p>\n\n\n\n

Industry: <\/strong>Consumer Packaged Goods (Beverages)<\/p>\n<\/div>\n\n\n\n

The Challenge<\/h2>\n\n\n\n

When I joined this stagnant CPG company as Director of Sales, it was a $17M operation with limited distribution in the Pacific Northwest. The business relied heavily on a single major Club Store retailer, which accounted for the majority of its sales. To support the company’s ambitious growth goals, we needed to diversify the customer base, expand the brand\u2019s footprint beyond its regional stronghold, and achieve national distribution.<\/p>\n\n\n\n

My Approach<\/h2>\n\n\n\n

Working closely with the newly appointed President, who had also joined the company to help drive its national expansion, we focused on repositioning the brand and enhancing the product lineup. Our aim was to capitalize on emerging consumer preferences for healthier options, and we identified one product in particular that could become a national success.<\/p>\n\n\n\n

I led the effort to build a national sales and key account team, and I established relationships with third-party distributors to achieve national coverage. This involved securing buy-in from distributors and retailers across the country, educating them on the refreshed product lineup, and positioning the brand as a compelling alternative to traditional products.<\/p>\n\n\n\n

By signing up over 130 distributors across the U.S., we laid the foundation for national retail expansion.<\/p>\n\n\n\n

The Results<\/h2>\n\n\n\n