The Greater Houston Area is home to a diverse sect of industries including manufacturing, energy, aerospace, aviation, digital technology and much more. With so many unique minds comprising the approximately 7.5 million people within metro Houston, delivering the right mix of products is no easy feat for the food and beverage distributors.
With more than 1,100 employees who serve Greater Houston, including the counties of Harris, Fort Bend and Montgomery, Silver Eagle Houston has built a portfolio of alcohol and non-alcohol products, led by Anheuser-Busch, Constellation Brands and Mark Anthony Brands, that hits all the key needs of its consumers.
Those needs continue to evolve as consumers show their affinity for traditional as well as new age beverage solutions.
“The U.S. alcohol market is highly dynamic and competitive, driven by a diverse range of consumer preferences,” says John Johnson, president of Silver Eagle Houston. “There is demand for domestic premium beer and Mexican Imports, alongside growth in non-alcoholic alternatives. Health-conscious consumers and changing lifestyles are also shaping the market, leading to a rise in moderation trends such as low- and no-alcohol beverages.”
Johnson explains that they are seeing four major trends influence the alcohol market: health and wellness, premiumization, ready-to-drink (RTD) beverages, and changing consumer demographics and media consumption.
“A growing number of consumers are seeking lower-calorie, low-carb, gluten-free, and alcohol-free options as part of a broader wellness movement,” he says.
In regards to premiumization consumers are focusing on quality domestic beer and Mexican imports. Meanwhile convenience and variety from canned cocktails, hard seltzers and more are driving growth, he adds.
Silver Eagle Houston works constantly with all suppliers to hyper-localize marketing and media programs to ensure our brands reach, connect and resonate with consumers at the right place, at the right time with the right message.
Yet, as consumers shift how they use media and demographics shift, wholesalers need to take a different approach to reach them.
“Silver Eagle Houston works constantly with all suppliers to hyper-localize marketing and media programs to ensure our brands reach, connect and resonate with consumers at the right place, at the right time with the right message,” Johnson says.
Johnson further highlights how the wholesale community is diversifying their respective portfolios by including high end, premium and non-alcohol beverages to the mix.
“They are also embracing technology and data analytics to streamline operations, enhance distribution efficiency, and provide real-time insights into market trends,” he says. “Also, wholesalers are working closely with suppliers to offer innovative products that appeal to health-conscious and sustainability-minded consumers.”
Silver Eagle Houston has embraced this vanguard approach by leveraging technology to amplify its portfolio and day-to-day operations.
“Silver Eagle Distributors Houston takes a tailored approach to its diverse portfolio, ensuring that each community’s preferences are met with a carefully curated selection of beverages,” Johnson explains. “By leveraging local insights and market data, the company aligns its offerings with the distinct demands of each community. Whether it’s domestic, import, craft beer, spirits, or non-alcoholic beverages, we work closely with retail partners and customers to provide the right mix of products, always adapting to evolving trends and consumer preferences.”
For these reasons and more is why Beverage Industry has Silver Eagle Distributors Houston as its 2024 Wholesaler of the Year.
Catering to consumers
As a wholesaler serving such a vast and diverse consumer group, Silver Eagle Distributors Houston has partnered with manufacturers that deliver quality, variety and accessibility.
“Our portfolio includes key manufacturers, such as Anheuser-Busch, Constellation Brands, Mark Anthony Brands and many more,” Johnson says. “These manufacturers provide a broad selection of products that cater to various consumer preferences, from domestic offerings to craft beers to imports to even wines and RTD beverages. All of our suppliers’ support retailers by offering reliable supply, innovative product options, and marketing support.”
Although Silver Eagle Distributors Houston has partnered with some of the most recognized and respected brands in the beer market, the wholesaler stays attuned to the trends piquing consumer interest. However, before the company adds a new supplier to its mix, Johnson explains the factors that it evaluates before welcoming them into the portfolio:
- Product quality and innovation
- Market fit
- Support and partnership
“We assess the supplier’s ability to provide high-quality innovative products with a consistent supply chain,” Johnson says.
He further details that products need to align with current market trends and preferences, but also offer support in terms of marketing, training and reliable distribution.
“Recently, we’ve added several exciting brands to our portfolio, including emerging hard iced tea brands, energy drink manufacturers, and also THC beverages,” Johnson says. “These additions reflect our commitment to expanding our offerings with unique and high-quality products that resonate with current consumer trends.”
Beyond beverage alcohol, Johnson notes that non-alcohol will likely be a part of the company’s portfolio in the years to come.
“With a growing trend toward health and wellness, consumers are seeking more non-alcoholic options, such as alcohol-free beers, mocktails, and functional beverages,” Johnson says. “This shift presents an opportunity to expand our portfolio and cater to a broader audience, including those who are looking for alternatives to traditional alcoholic beverages.”
Focus on innovation
In order to support this diverse portfolio, Silver Eagle Distributors Houston is arming its employees and facilities with the tools they need to succeed. These state-of-the-art solutions are ever present within its Houston headquarters as well as the company’s warehouses in Cypress and Pasadena, and sales offices in Conroe and Rosenberg.
Among those solutions is the B2B software BEES. “BEES is a powerful tool for our customers to review our product offerings and place orders at their convenience,” Brian Kirk, Silver Eagle Houston chief information officer says. “The software features a quick order option that leverages previous data to identify commonly ordered items and suggest similar or new products.
“This functionality helps our sales team focus more on building and nurturing customer relationships rather than spending time on order entry, thereby improving overall efficiency and customer satisfaction,” he continues.
In terms of warehouse solutions, the Silver Eagle Distributors Houston has embraced automation, including its installation of a multi-shuttle case pick system at its Cypress branch earlier this year.
“This system automates the unloading of pallets with slower-moving SKUs, places individual cases on storage racks, and retrieves them when ordered,” Kirk says. “It then sends the selected items to a lane for picking. We are continuing to optimize this system to maximize efficiency and streamline inventory management.”
Silver Eagle Distributors Houston also remains at the forefront of embracing alternative fuel solutions that support environmental sustainability.
“Currently, our fleet includes 14 compressed natural gas (CNG) tractors and over 25 CNG SUVs,” says Matt Ainsworth, chief financial officer. “These vehicles help reduce our carbon footprint and promote cleaner energy use. We are continually exploring additional opportunities to incorporate alternative fuels and electric vehicles into our fleet to further enhance our commitment to sustainability while maintaining efficient and reliable delivery services.”
Community ties run deep
All of Silver Eagle Distributors Houston’s efforts to bolster its portfolio and capabilities for its employees all comes as the wholesaler has created a company culture that values its employees and the communities that it serves.
“[W]e foster a sense of community through employee engagement programs that promote collaboration and recognition,” Staci Atchison, vice president of human resources explains. “Annual company events include a Softball Tournament, Volleyball Tournament, BBQ Cook-Off, tickets to sporting events and other employee night out events.”
This is all built into Silver Eagle Distributors Houston’s top priority of maintaining a consistent culture that meets ethical standards. To ensure this, the company maintains regular communication as well as the employee engagement programs previously mentioned.
“Leadership holds monthly communication meetings across all branches to keep employees informed about company updates, initiatives, and reinforce our core values of integrity, accountability and excellence,” she says.
Atchison adds that the wholesaler awards $100,000 annually in educational scholarships to the children of its employees, supporting education and growth within its communities.
Silver Eagle Distributors Houston’s engagement and support extends beyond its team members, but to the communities it serves and the organizations that make up those communities.
“Silver Eagle Distributors Houston remains deeply committed to supporting the communities we serve,” says Camilo Rojas, vice president of marketing. “In partnership with Anheuser-Busch and the Red Cross, this year we have delivered nine truckloads of emergency drinking water to support disaster relief efforts. We also actively contribute to organizations like Folds of Honor and United Way of Greater Houston and other local groups focused on first responders and veterans, conservation initiatives, community well-being, youth development, and minority empowerment.”
And the company remains active in those efforts. Just last month, Silver Eagle Distributors Houston supported the Southern Smoke Foundation Festival, which featured more than 70 food and beverage professionals across the country joining top wine, spirit and beer producers as well as live music at Discovery Green in downtown Houston.
Proceeds from the event are benefiting the Southern Smoke Foundation, which has distributed more than $12.7 million to food and beverage workers locally and nationwide and more than 5,700 no cost counseling sessions, Rojas says.
“Being active in the communities we serve is a reflection of our core values and commitment to giving back,” Rojas says. “At Silver Eagle Houston, we recognize that our success is deeply tied to the well-being of the communities around us.
“By supporting local organizations, providing scholarships, and engaging in charitable initiatives, we not only strengthen these communities but also foster long-lasting relationships,” he continues. “We believe that a strong community makes for a stronger company, and that’s why being involved is so important to us.”
Through its commitment to its communities, employees and improving its capabilities, Silver Eagle Distributors Houston will remain a leader in the beverage wholesale space.
“In the coming year, we look forward to continuing to build and deepen our relationships with our current suppliers and enhancing our offerings to meet the evolving needs of our customers,” Johnson says. “Additionally, we are focused on improving our technology and logistics operations to boost efficiency and service quality. Most importantly, we remain committed to strengthening our community engagement efforts and fostering an engaging and safe workplace culture for our employees.”
