# **Video Spotlight: How Technology is Shaping Beverage Distribution at the NBWA Convention**

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[Watch Video](https://vimeo.com/reviews/2fd7a099-718c-47ef-a6eb-5bd73005b194/videos/1134725767)

### Insights from the BIECC Innovation Showcase

The [NBWA Annual Convention and Trade Show](https://nbwa.org/event/annual-convention-trade-show/) brings together leaders from across the beer and beverage industry to explore the technology, trends, and strategies shaping the future of beverage distribution. Nearly two thousand attendees participate each year, making it a premier destination for discovering new products, attending education sessions, and evaluating innovative solutions on the trade show floor.

A key feature of the event is the [BIECC Innovation Showcase](https://nbwa.org/biecc-innovation-showcase/), where vendors deliver rapid, focused demonstrations of technology designed to help distributors increase efficiency, streamline operations, and improve customer service.

At this year’s showcase, Descartes presented how [beverage distributors](/content/rmt-industry/beverage/index.html) can improve route planning, daily execution, and field communication by unifying the data and workflows that drive distribution operations. The presentation highlighted the role of clean data, strategic planning, and real-time visibility in reducing miles, improving delivery performance, and strengthening coordination across sales, delivery, and merchandising teams.

### **Key Takeaways**

**Unified Operations**  
  
One platform for sales, delivery, and merchandising.

**Real-time Visibility & Control**  
  
Track plan-versus-actual performance and respond to issues as they occur.

**Reliable Route Plans**  
  
Build dependable delivery schedules that improve on-time performance.

**Faster Daily Adjustments**  
  
Adjust with less effort and maintain delivery consistency even on challenging days.

**Stronger Field Execution**  
  
Equip teams with the tools they need to deliver accurate, consistent service.

## **Watch The Presentation**

Watch [Descartes’ full Innovation Showcase presentation](https://vimeo.com/reviews/2fd7a099-718c-47ef-a6eb-5bd73005b194/videos/1134725767) and learn how distributors nationwide are optimizing their route planning, improving field operations, and increasing service reliability.

## **What is the BIECC?**

The [Beer Industry Electronic Commerce Coalition (BIECC)](https://nbwa.org/initiative/biecc/) is a group managed by the National Beer Wholesalers Association that works to improve how the beer industry uses technology to share business information. It brings together brewers, importers, distributors, and technology partners to coordinate and advance electronic commerce standards across the industry. The coalition focuses on creating consistent guidelines and improving data exchange to support smoother business operations for all members of the supply chain.

### Nick Rider

**Senior Account Executive, Descartes**

Nicholas Rider is a Senior Account Executive at Descartes, focused on helping businesses, particularly beverage distributors, improve fleet efficiency and overcome last-mile logistics challenges. With over 15 years of experience in the logistics and transportation industry, Nicholas joined Descartes through the GreenMile acquisition in 2021, bringing a wealth of expertise to drive operational improvements for leading beverage distributors.

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