The National Beer Wholesalers Association (NBWA) announced a new Chairwoman at its 87th Annual Convention. Senior vice president of Gulf Distributing Holdings, Rebecca Maisel brings a wealth of knowledge on the beverage alcohol industry to NBWA. She also previously served as chair of NBWA’s Next Generation Group and the Alabama Wholesale Beer Association.
Beverage Wholesaler caught up with Maisel and discussed her vision for NBWA and the future of the beverage alcohol industry.
Beverage Wholesaler: How does it feel being appointed the new Chairwoman of NBWA?
Rebecca Maisel: It’s still surreal. It feels like just yesterday I was starting out as a Next Generation board member. I had so much respect and admiration for the officers at the time, and I remember thinking, ‘I want to do that, and I believe I can get there.’
That was about nine years ago, so it’s a cool feeling. I think probably the coolest part about being in this position is that it is an election, so I really feel like I have the support of the industry behind me. I was able to network, build a relationship in my state, get elected to the board, get to know and work with the distributors from other Grand family networks that I wasn’t familiar with and earn enough of their confidence to be in this position. I certainly look forward to continuing to justify the confidence that the industry has placed in me.
BW: Do you think being appointed Chairwoman will have a ripple effect on the industry regarding inclusivity and diversity?
RM: The fact that I was elected as an officer a few years ago, and now you have Shannon McQuade-Ely who was elected this year to the Officer Corps, these are signs that the industry is opening and becoming more inclusive. We put an emphasis on programs such as building relationships and empowering women or through the Next Generation initiative to cater to that more inclusive group of ownership and emerging leaders coming through the industry. If my chairmanship encourages or empowers anyone else in the industry to reach for their goals, however lofty, I will consider that a win.
BW: What goals do you have heading into chairmanship?
RM: The mission of NBWA is to protect and grow our members’ investments in the industry. My goal is to simply aid the association and NBWA leadership with the best directions on how to do just that.
I believe that beer wholesalers are uniquely positioned to provide superior value to our suppliers and to our retailers. NBWA plays such a huge part in helping distributors, not only on how to leverage those strengths, but also to safeguard the tried-and-true system of laws and regulations that govern and protect our businesses. So, the goal is to stay on the course and continue to lead NBWA.
BW: Are there any lessons that you learned at Gulf Distributing that you plan on bringing to NBWA?
RM: Gulf is where I grew up and learned this business from the inside out, so my experience in the market and advocating for our family business, working with our regulators and educating about relevant state legislation ─ all of that will translate over to my role as chair.
I’ve also had the advantage of having worked on a range of issues and goals that will serve me well. For example, supplier contract negotiations, overseeing mergers and acquisitions, and trade practices compliance.
BW: What are some of the biggest struggles you think the beverage alcohol industry is currently facing?
RM: I think the beverage alcohol industry is definitely facing some headwinds. Category health is a top concern for our members. The wholesale beer industry has always had its fair share of threats, such as supplier terminations without cause, threats to the three-tier system, changing consumer preferences and losing occasion to innovations like RTD spirits, but I think we really have an opportunity to change the narrative and educate consumers on beer.
Wholesalers have the opportunity to help win back those occasions to execute in the on-premise and find opportunity for growth. There are plenty of success stories and blockbuster brands, and the beer category and wholesalers play such a big part in building those brands and telling their stories. NBWA exists to provide resources to help advocate, and that’s what we’ll continue to do.
BW: What do you think the future holds for NBWA and the broader industry?
RM: NBWA will always be driven by the collective strength of our members. As our businesses continue to evolve into total beverage and we see more portfolio strategies, we will also see new generations of leaders taking the reins. At the end of the day, we know how blessed we are to be a part of this industry and how important it is to have this great association that’s dedicated to protecting our businesses, so NBWA will continue to stay vigilant. We’ll continue to educate and advocate on our behalf, and the association is always going to work thoroughly and quickly to address members’ needs and concerns.
