Athletic Terminations Rattle Distributors

Dear Client: It's happening again -- this time, with fast-growing non-alc brand, Athletic Brewing Co., who is terminating a slew of California wholesalers for near-statewide distribution with Reyes.  Several wholesalers confirmed the move to BBD late last week.  Sources say Athletic is deflecting to Reyes for streamlined administration, better freight costs, and a statewide solution.  When we asked Athletic co-founder Bill Shufelt about the transitions, he declined to comment on any "specific moves." But he did offer some perspective. "I