Data is abundant. Alignment is scarce. Execution is the difference.
Move beyond the "Groundhog Day" of unproductive meetings. Connect, forecast, and grow together on one platform built for beverage suppliers and distributors.
- Maintain Flagship Distribution
- Launch new N/A in Spring
- Single-serve in C-Stores
Fix the Broken Planning Loop
Planning in the beverage industry is fragmented and inefficient.
Suppliers and distributors rely on spreadsheets, slide decks, dashboards, emails, and meetings to manage the annual business plan.
The result is duplicated work, limited visibility across partners, and leadership time lost to planning instead of driving growth.
Groundhog is the beverage industry operating system for supplier–distributor planning.
It replaces disconnected documents and fragmented planning with a repeatable process and a single shared plan that aligns priorities, coordinates growth, and tracks execution.
The result is less time managing plans and more time driving growth.
A Clear, Repeatable Process
For building, executing, and tracking joint business plans.
The core of the Groundhog Method. Suppliers and distributors co-author a single, structured business plan across six planning pillars — eliminating the spreadsheet chaos and siloed documents.
Priorities
Align on strategic brand initiatives
Distribution
Collaborate on market expansion goals
Pricing
Coordinate promotions and pricing strategies
Growth
Build volume and revenue targets together
Budget
Plan and track investments jointly
Tactics
Execute marketing and pricing plans as partners
Key Features
Everything you need to optimize your supplier-distributor relationships.
The Beverage Directory
Sync together with your partners to create and execute effective plans across the entire beverage ecosystem.
Your Partner Hub
Centralize plans and roll-up activity across your network. One source of truth for every supplier-distributor relationship.
Shared Workspace
One place to plan, track, and execute on your goals. Replace scattered spreadsheets with structured collaboration.
Break The Cycle of Inefficient Planning.
Groundhog simplifies complexity while enhancing focus, transparency, and results. Transforming the way beverage suppliers and wholesalers plan, align, and execute together.
Founding Team
A rare blend of deep industry expertise across tech, distribution, and brand building.
Chris Russell
25 years of beverage industry experience spanning supplier and wholesaler operations. Expert at turning data into actionable growth plans.
Eric Rabinovitz
20+ years in B2B SaaS. Former CEO/Co-Founder of Lilypad Solutions, an industry-leading platform for beverage alcohol sales teams.
Max Kibrick
Beverage industry knowledge combined with SaaS experience. Working in analyst, category manager, and enterprise sales roles.
Want early access?
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Free Promo Pricing Calculator
Quickly estimate the impact of your pricing promotions — discount, cost share, lift, and break-even volume. Free for anyone in the beverage industry.