Tom Kelley

With petroleum fuel prices at their lowest in recent history, the cost of being “green” has been driven higher than ever. Like any technology, green technology must pass the return-on-investment (ROI) test to justify its purchase. Altruistic or community relations have motivated some fleets to invest in the technology, but many fleets insist on a measurable ROI before investing.

Back when side-load equipment ruled the beverage industry, refrigeration generally was an afterthought, with just a few refrigerated trucks dedicated to delivering dairy products and limited varieties of draft beer. But as product mixes have expanded, a paradigm shift is taking place in the equipment world.

Earlier this year, Beverage Industry conducted its third annual Fleet Study to offer a snapshot of the size and makeup of today’s delivery fleets, as well as an understanding of the operational concerns and strategies that beverage fleets face every day.

With the exception of the Ford Super Duty launch coming later in the year, new truck model news will be comparatively thin for 2016, but that’s not to say that all is quiet. Most truck manufacturers have announced at least one or two refinements for 2016, while others have been more prolific.

A common expression in marketing is “Sell the sizzle, not the steak.” Although the consumer might need food for sustenance, it’s the sound of the sizzle that makes them want a steak instead of a peanut butter and jelly sandwich.

Not all that long ago, fleet software defined a relatively narrow range of products that primarily were designed to track maintenance schedules and the related costs of vehicle operation/ownership.

As the beverage industry continues to experience significant levels of consolidation, distributors on the local, national and global level are being affected.

Outside of the big corporate brands, few modern breweries have a heritage that stretches across five generations. John H. Sleeman – great-great-grandfather of current proprietor John W. Sleeman – started in 1834 building a business inspired by the brewing recipes developed by his ancestors.

Not far behind the cost of labor and fuel, tires are among the top operating expenses for most beverage fleets. Looking at just maintenance costs, tires rise to the top of the list.

As the truck industry's single-largest event, the Mid-America Trucking Show (MATS), which takes place each year in Louisville, Ky., is the focal point for new product introductions by truck manufacturers and suppliers.