How RTD Brands Really Scale 🍺 Data, Ops & Sales with Rob Minucci at TalkHouse Encore

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This week 📢I talk🎙️with Rob Minucci CEO & Co-Founder at TalkHouse Encore and we discuss how he has used his experience in operations to build out a CRM and win Accounts and Distributors! 👏🍷 🎇 🎉 ✨ 👏 🥂 😁

How do RTD brands actually scale? 🍺 Rob Minucci, CEO of TalkHouse Encore, breaks down data, operations, CRM, distributors & real-world sales strategy for CPG growth. @ThirstyThursdaysat3PMEST 

 “Everything I’ve built is based around systems, processes, and procedures that are repeatable—with as little human intervention as possible.”  Rob Minucci

Watch Here!  https://youtu.be/AeZl7vXfigo

Most RTD brands chase hype.
TalkHouse Encore built systems.

In this episode, Jessie Ott sits down with Rob Minucci, CEO & Co-Founder of TalkHouse Encore, to break down how operations, data, and distributor trust drive real growth in CPG and beverage.

🔥 Key Takeaways:
 • Why beer distributors outperform spirits distributors for RTDs
 • How CRM + real-time data create sales accountability
 • Building velocity before chasing expansion
 • Why on-premise still matters (40% of sales!)
 • How systems beat guesswork every time
 • Using tastings + analytics to drive reorders

This is a masterclass in execution over noise.

How Rob’s Team Actually Differentiates (and Why It Works)

Most RTD brands compete on flavors, packaging, or hype.
 Rob and the TalkHouse Encore team compete on execution.

That difference shows up in a few very specific ways.

They build systems before scale
While many brands rush distribution, Rob’s team focused early on operational processes that remove friction. Sales, inventory, distributor activity, and account follow-ups are tracked in real time. Less guessing. More control.

They designed a CRM for beverage reality
Instead of forcing reps to live in bloated software, they built a CRM that works the way beverage teams actually work:

• Simple inputs
• Shelf photos
• Account scoring
• Inventory flags
• Route efficiency

It’s not “data for reporting.”
 It’s data that drives action in the field.

They treat distributors like partners, not order takers
Rob’s team doesn’t just hand off the brand and hope for the best. They create clarity for distributors by:

• Showing exactly where velocity is working
• Identifying underperforming accounts early
• Making it easier for reps to win

That builds trust — and trust gets priority.

They use focus as a competitive advantage
Instead of chasing national presence, they went deep in hard markets. Fewer states. Better execution. Higher velocity. 

They win on-premise to pull through off-premise
With roughly 40% of sales on-premise, TalkHouse uses bars and restaurants as marketing engines. Sampling, education, and activation create demand that shows up later in retail 

They remove ego from pricing and product decisions
Pricing wasn’t set to “fit the shelf.” It was set to reflect quality, margin, and sustainability. The mixed vod

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