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RNDC rolled out Republic Digital (REDI) as a new suite of tools to beverage makers and brands. The tools also help clients such as bars, restaurants, and liquor stores with a series of transactional websites.

Republic National Distribution Co. has a new tool for its customers aimed at helping them do a better job marketing and messaging to consumers.

RNDC is a large national alcohol distributor of premium wine and spirits. It’s a family-owned distributor with wholly owned operations in 14 states and the District of Columbia. It also has partnerships in another six states.

Wholly owned operations in:

  • Alabama
  • Colorado
  • District of Columbia
  • Florida
  • Georgia
  • Louisiana
  • Maryland
  • Mississippi
  • Nebraska
  • North Carolina
  • North Dakota, South Dakota, Texas, Virginia, and West Virginia and

Partnerships in:

  • Arizona
  • Indiana
  • Kentucky
  • Ohio
  • Oklahoma
  • South Carolina

Republic National adds new digital tools to its suite

RNDC rolled out Republic Digital (REDI) as a new suite of tools to beverage makers and brands. It also offers them to clients such as bars, restaurants, and liquor stores with a series of transactional websites that help to simplify media buying and elevate brand messaging on marketplace platforms such as Instacart, Uber Eats, DoorDash, and others.

REDI will help sellers of alcohol better manage the beverage industry’s complexity and compliance requirements.

It “will use its in-depth knowledge of these brands and their goals to find the most effective marketing strategies and vehicles to target the right twenty-one and over audiences at the right time,” RNDC says.

“With RNDC’s scale, industry expertise, and deep understanding of brands’ priorities and local market dynamics, we continue to bring digital innovation to the beverage alcohol industry, simplifying the process and making it as turnkey as possible,” says RNDC CEO Nick Mehall.

REDI is the latest initiative from RNDC to further digitize the alcohol distribution business.

Republic National digital sales

In 2023, sales transacted through the eRNDC ecommerce platform reached $800 million. A 32% year-over-year increase in the number of monthly active online customers spurred that growth, the company says.

RNDC says its online customers in 21 states can shop among 6,700 brands, using such features as AI-powered site search, product recommendations and product assortments curated for local markets.

“A lot of people spend a lot of money on things that doesn’t really necessarily have the right return because, you know, it’s pretty nuanced still in this industry and people don’t necessarily understand the unit economics,” says RNDC says senior vice president of ecommerce Emily Xu, “So that’s why, from an RNDC standpoint, we started exploring this capability in 2023 and now we formulate it’s much more like turnkey solution.”

Xu will be a keynote speaker at EnvisionB2B on Sept. 12 in Chicago. She will detail how attendees can create the digital experiences their users demand.

RNDC has invested in its proprietary ecommerce platform over the last few years to “meet the demands and the complexity of our industry, and our results indicate our strategy is firmly taking hold,” the company says.

RNDC says it is also using its ecommerce platform to better understand how several types of customers shop for products. An example is REDI.

“The customer and the consumers continue shipping digital-to-digital,” Xu says. “So that’s why our brands are reaching out to us asking for all the questions. That’s why we developed this.”

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