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Ed Heethuis

Ed Heethuis, Director of Information Based Selling, Straub Distributing Company, Ltd.Director of Information Based Selling
Straub Distributing Company, Ltd.
Member of the Food & Beverage Council

Edwin Heethuis is the Director of Information Based Selling at Straub Distributing Company, an independent beer and energy drink wholesaler with distribution rights for Anheuser-Busch and Hansen Natural. Straub Distributing sales in 2007 exceeded the 10.4 million case equivalent mark and continue to grow despite flat market conditions in Orange County, California. He has over 15 years of experience in the beer business that has allowed him to develop contacts in all areas of the business including the owner of the corner bar all the way up to the local big-box General Manager. He is knowledgeable on spotting fads and mapping trends, making him one of the leading beer experts on the West Coast. He also does retailer staff training and is an expert on the subject of beer styles, brewing and is ghost-author of the Orange County Beer Insider. (This is me - Update Profile)


Employment History
1992 - present Director of Information Based Selling
Straub Distributing Company, Ltd.

GLG Study Groups with Ed Heethuis(?)

GLG NewsSM Analyses by Ed Heethuis(?)

Opinions and analyses expressed in GLG News are solely those of the author. See the Terms of Use for details.
InBev Price Hike Will Help Anheuser-Busch Distribs | 04-03-2007
Analysis of: Belgian brewery raises beer prices | english.peopledaily.com.cn
Author: Ed Heethuis, Director of Information Based Selling, Straub Distributing Company, Ltd.

InBev price increases to wholesalers will allow AB distribs to increase profitability and still maintain pricing advantages over HeinekenUSA and Grupo Modelo (Corona) in the marketplace. The move comes as no surprise since virtually all brewers (except InBev) announced...

Beer Brewers Pursue the 'Brand Experience' | 03-20-2007
Analysis of: Heineken Hopes Branding Will Fly At Airport Bars | www.beverageworld.com
Author: Ed Heethuis, Director of Information Based Selling, Straub Distributing Company, Ltd.

Brewers, increasingly searching for opportunities to expand consumer interaction beyond the 30 second television commercial are turning to various levels of 'brand experiences'. The 'Heineken Bar' in Hong Kong's International Airport is an extension of the 'Heineken Experience' in...

SABMiller goes Contrarian | 03-20-2007
Analysis of: Miller Takes Message Of Value National | www.beverageworld.com
Author: Ed Heethuis, Director of Information Based Selling, Straub Distributing Company, Ltd.

In a move certain to be questioned by shareholders in the US, SABMiller has begun advertising the 'value' of its brands to a nationwide audience. This move is a complete 180° reversal to beer growth numbers in the past four years and features Miller Lite (premium) and Miller High Life (sub-premium)...

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