You’re not just selling a product—you’re building a brand. And if you don’t own the margin conversation with your distributors, you’ll lose leverage before the first PO.

In this video from the 2025 Craft Brewer’s Conference Q&A series, Shane Lohman breaks down:

• How to reverse-engineer shelf pricing from target retail

• Where most brands go wrong in margin talks

• How to set clear expectations with distributors without burning bridges

• What to say (and what not to say) in those high-stakes convos

This isn’t theory—it’s field-tested strategy from someone who’s built and sold in the space.