Wholesale Focus · Distributor Deck Preview
Coastline Craft Co. — YTD 2026 ABP
21 slides organized in 9 narrative acts. Each slide produced deterministically by analytics_to_slide_specs() and rendered with @cca/viz primitives and distributor-deck chart-blocks. Toggle the pillar filter to focus on the moat slides.
Show:12 CORE · 7 STORY · 2 EXTRAPrint to PDF →
Act 1
Where we've been
STORYSlide 1·Act 1 · Where we've been
1 / 21Coastline Craft Co.
YTD 2026 Annual Business Plan
Annual Business Plan
Coastline Craft Co.
- Period: 2026-01-01 to 2026-03-29
- Prepared: 2026-03-29
- For distributor partner review
CORESlide 2·Act 1 · Where we've been
2 / 21YTD 2026 at a Glance
23,599 CES through Mar 29 2026 (+16.9% vs same period 2025)
YTD 2026 CES
23,599
+16.9% YoY
YTD 2026 Revenue
$899,833
+14.9% YoY
Active accounts
56
+1.8% YoY
Active placements
236
+2.2% YoY
- 23,599 CES delivered, up 16.9% over the same period last year (shaded band on each sparkline = this period vs the matching prior-year window).
- Of that 16.9% move, about 87% came from existing doors pulling more (depth) and 13% from new doors (breadth); accounts grew 1.8% and placements 2.2%.
- Revenue rose 14.9% while volume rose 16.9%, so revenue per case slipped about 1.7%. Worth a look at mix and pricing later in the deck.
- The takeaway we build on: velocity is proven, footprint is the lever we have not pulled yet.
STORYSlide 3·Act 1 · Where we've been
3 / 21Monthly Trajectory - Year over Year
Monthly CES across 3 years - 2026 in blue, prior years in gray
- Each line is one full year of monthly CES. 2026 (blue) is tracking at or above prior years through Mar.
- The shape repeats every year: a summer peak roughly double the winter floor. 2024 peaked at 11,928 CES in Jun; 2025 peaked at 12,817 CES in Aug.
- 2026 enters its high-volume build months already ahead, so the seasonal ramp starts from a higher base than last year.
Act 2
Who's growing
CORESlide 21·Act 2 · Who's growing
4 / 21Brand Story
Top 4 brands carry 86% of portfolio - 8 of top 10 brands growing YoY
Top 4 brands86% of portfolio
Tideline Pale Ale
Pale Ale
7,179+10.1%
30% of portfolio
Marine Layer Lager
Mexican Lager
6,526+40.0%
28% of portfolio
Kelp Forest Hazy
Hazy IPA
3,533+18.4%
15% of portfolio
Breaker IPA
West Coast IPA
3,135+10.7%
13% of portfolio
Full top-10 rankingCurrent vs prior, color = direction
- Top 4 brands carry 86% of the portfolio and 8 of the top 10 are growing YoY - concentration is high but not fragile, the four anchors are all up.
- Marine Layer Lager's +40.0% is depth-led - about 91% is existing doors pulling more, 9% new doors. Velocity, not just expansion.
- Horizon NA Pale is small (731 CES) but up 52% - an emerging signal worth watching, not yet a volume driver.
- Lighthouse Porter (-16.3%, -300 cases) is the clearest soft spot - a distribution problem to size in Act 4, not a demand problem.
STORYSlide 6·Act 2 · Who's growing
5 / 21Portfolio Mix
Core carries 93% of portfolio, 3 categories shipped
Top 3 categorysShare + YoY
Core
21,912
93% of period
+16.3% YoY
Seasonal
956
4% of period
+9.7% YoY
Special Release
731
3% of period
+51.6% YoY
Full ranking - current vs prior periodColor = direction
- Core styles carry 93% of volume (up 16% YoY); the rest of the book is Seasonal, Special Release.
- The portfolio is core-driven and that base is growing in step with the total, so the mix is stable, not dangerously top-heavy.
- Special Release is a small share but up 52% YoY, a small bet that is working, worth a watch rather than a plan.
Act 3
Where it's working
CORESlide 7·Act 3 · Where it's working
6 / 21Channel Mix
Chain Grocery dominant, Convenience fastest growing
Top 4 channelsShare + YoY
Chain Grocery
12,902
55% of period
+22.0% YoY
Indie Grocer
6,427
27% of period
+10.6% YoY
Indie Restaurant
3,435
15% of period
+9.3% YoY
Chain Restaurant
532
2% of period
+22.1% YoY
Full ranking - current vs prior periodColor = direction
- Chain Grocery is the engine at 55% of volume and +22.0% YoY. Indie Grocer (27%, +10.6%), Indie Restaurant (15%, +9.3%) round out the base.
- The fastest-growing channels are also the smallest: Convenience +31.8%, but the small channels stay under a few percent of volume.
- Chain Grocery growing +22.0% on a 55% base is what is carrying the period number. That is where the velocity story lives.
CORESlide 8·Act 3 · Where it's working
7 / 21Top Chain Banners
Top banner: Vons (1,952 CES)
Top 4 bannersShare + YoY
Vons
1,952
18% of period
+35.8% YoY
Total Wine
1,623
15% of period
+9.9% YoY
Whole Foods
1,448
13% of period
+8.3% YoY
Lazy Acres
1,174
11% of period
+13.4% YoY
Full ranking - current vs prior periodColor = direction
- Vons leads at 1,952 CES and grew fastest of the big banners (+35.8%). Total Wine, Whole Foods, Lazy Acres follow.
- Vons added 514 cases YoY, more than the next two banners combined. One banner is doing a lot of the lifting.
- The orange "Other (8 more)" group is the only set down YoY (-192 cases), so growth is concentrated in the named top banners, not spread evenly.
- Vons is a proof point we can take to similar banners; the softer tail is a depth-versus-breadth question for the distributor.
CORESlide 9·Act 3 · Where it's working
8 / 21Top Retailer Accounts
Top 15 accounts by absolute YoY gain, led by Vons - Bakersfield
Top 4 accountsShare + YoY
Vons — Bakersfield
630
8% of period
+156.0% YoY
Vons — Santa Barbara
811
10% of period
+24.1% YoY
Whole Foods — Santa Cruz
866
10% of period
+21.5% YoY
Total Wine — Santa Barbara
1,623
19% of period
+9.9% YoY
Full ranking - current vs prior periodColor = direction
- Top accounts by absolute YoY gain: Vons - Bakersfield (+384 cases, +156.0%); Vons - Santa Barbara (+158 cases, +24.1%); Whole Foods - Santa Cruz (+153 cases, +21.5%); Total Wine - Santa Barbara (+146 cases, +9.9%).
- Vons - Bakersfield more than doubled off a small base. That is what a door looks like when it goes from underweight to properly stocked.
- These breakout accounts are the template for the coverage gaps we quantify in Act 5: same playbook, more doors.
STORYSlide 22·Act 3 · Where it's working
9 / 21Net New Accounts
+2 new, -1 lost = +1 net account (+1,013 CES)
New accounts opened
2
Accounts lost
1
Net account change
1
Net CES impact
1,013
- +2 opened, -1 lost = +1 net account, worth +1,013 CES net (1,491 from new doors, 477 off the base).
- New doors barely moved the count this year, which is exactly why the +16.9% growth had to come from velocity inside existing accounts.
- The next two slides drill into the wins and the loss; the bigger point is that footprint expansion is the lever still sitting idle.
STORYSlide 10·Act 3 · Where it's working
10 / 21Substantial New Accounts
2 new accounts opened in YTD 2026
Whole Foods — Santa Barbara
1,109
Total CES · 74% of new
First orderJan 4, 2026
Order weeks13
Brands6
Top brandMarine Layer Lager
Erewhon — Santa Barbara
382
Total CES · 26% of new
First orderJan 4, 2026
Order weeks13
Brands4
Top brandMarine Layer Lager
- Biggest new doors this year: Whole Foods - Santa Barbara (1,109 CES across 13 order weeks, 6 brands, led by Marine Layer Lager); Erewhon - Santa Barbara (382 CES across 13 order weeks, 4 brands, led by Marine Layer Lager).
- These are not one-time stock-ins: ordering in double-digit weeks since opening is a repeat-buying pattern, the footprint growth that the net-new slide flagged as the idle lever.
- Both led with Marine Layer Lager. Two wins on the same brand point to a repeatable open the rep can run at the next account in that format.
Act 4
Where it's slipping
STORYSlide 12·Act 4 · Where it's slipping
11 / 21Lost Accounts
1 account lost in YTD 2026
Ranchera Foods — Camarillo
−477
CES lost · 100% of lost
Last orderMar 23, 2025
Avg / month159 CES
Order weeks12
Brands5
Top brandTideline Pale Ale
- Off the book this year: Ranchera Foods - Camarillo (477 CES prior, last ordered 2025-03-23).
- At 2.0% of total volume the dollar impact is contained, but a clean stop (last order 2025-03-23) is worth understanding before it becomes a pattern.
- One question for the room: is Ranchera Foods - Camarillo closed, switched, or recoverable? The answer decides whether we chase it back or backfill the volume through the Act 5 coverage gaps.
- At-risk accounts (still buying but down sharply) live on the next slide, Top Decliners.
CORESlide 11·Act 4 · Where it's slipping
12 / 21Top Decliners - Defense Conversation
Biggest YoY decline: Bevmo - Westlake Village (-25.0% YoY)
- Biggest YoY declines: Bevmo - Westlake Village (466 CES, -25.0% YoY, -155 cases); Whole Foods - Monterey (582 CES, -6.7% YoY, -42 cases); Vons - Ventura (511 CES, -5.1% YoY, -27 cases); Sequoia Brewing - Fresno (on-prem) (438 CES, -2.6% YoY, -12 cases).
- Bevmo - Westlake Village is the only steep one at -25.0%; the next few are low single-digit dips totaling 81 cases, which reads as normal account noise rather than erosion.
- So the defense conversation is really one account: what changed at Bevmo - Westlake Village, and is the 155-case gap a reset, a reduced facing, or a competitor pickup?
Act 5
Where coverage is thin
EXTRASlide 13·Act 5 · Where coverage is thin
13 / 21PODs by Region
PODs and CES across 10 cities
| City | PODs | CES | CES / POD |
|---|---|---|---|
| Santa Barbara | 57 | 7,205 | 126 |
| San Luis Obispo | 29 | 3,166 | 109 |
| Santa Cruz | 33 | 2,605 | 79 |
| Ventura | 26 | 2,541 | 98 |
| Fresno | 17 | 1,980 | 116 |
| Monterey | 20 | 1,785 | 89 |
| Bakersfield | 9 | 1,360 | 151 |
| Oxnard | 9 | 1,293 | 144 |
| Westlake Village | 5 | 466 | 93 |
| Visalia | 3 | 323 | 108 |
- Read each city by its PODs against its CES per POD: similar door counts with a lower CES per POD is resale headroom, not a new-door problem. Santa Barbara leads on volume at 7,205 CES across 57 PODs.
- Santa Cruz runs 33 PODs at 79 CES per POD, under the 100 portfolio average; lifting it to average is about 695 CES of resale upside without opening a single new door.
- That headroom sits behind Marine Layer Lager and Tideline Pale Ale - the biggest local volume in Santa Cruz - so the resale conversation starts with those, not a new SKU.
EXTRASlide 23·Act 5 · Where coverage is thin
14 / 21Brand Demand by City
Where each brand over- and under-indexes by city
| Santa Barbara | San Luis Obispo | Santa Cruz | Ventura | Fresno | Monterey | Bakersfield | Oxnard | |
|---|---|---|---|---|---|---|---|---|
| Tideline Pale Ale | 28% | 29% | 28% | 47% | 22% | 35% | 37% | 36% |
| Marine Layer Lager | 27% | 31% | 33% | 16% | 21% | 25% | 51% | 24% |
| Kelp Forest Hazy | 14% | 15% | 19% | 16% | 27% | 5% | 0% | 16% |
| Breaker IPA | 15% | 14% | 10% | 9% | 12% | 20% | 11% | 13% |
| Lighthouse Porter | 6% | 4% | 4% | 10% | 13% | 9% | 0% | 6% |
| Horizon NA Pale | 5% | 3% | 2% | 1% | 2% | 3% | 0% | 0% |
| Riptide Double IPA | 2% | 1% | 2% | 1% | 1% | 0% | 0% | 3% |
| Sand Dollar Golden Ale | 1% | 2% | 1% | 1% | 1% | 2% | 1% | 2% |
- Read each brand across its row: dark cells are cities where the brand is a big share of local volume, pale cells where it barely registers.
- Marine Layer Lager is 51% of demand in Bakersfield but only 16% in Ventura; same beer, very different local footprint, worth asking the distributor why.
CORESlide 14·Act 5 · Where coverage is thin
15 / 21Coverage Gaps + Upside
Top 10 coverage gaps = 21,071 CES of estimated upside
- Biggest gaps, ranked by upside: Lighthouse Porter in Inland California (Fresno + Bakersfield) (1 of ~17 doors, ~8,680 CES); Kelp Forest Hazy in Inland California (Fresno + Bakersfield) (3 of ~14 doors, ~3,209 CES); Marine Layer Lager in Inland California (Fresno + Bakersfield) (5 of ~18 doors, ~2,899 CES); Breaker IPA in Inland California (Fresno + Bakersfield) (4 of ~17 doors, ~2,198 CES).
- Every top gap is in Inland California (Fresno + Bakersfield). This is where the whole story lands: these brands are already proven on velocity everywhere else, they just have almost no doors in Inland California (Fresno + Bakersfield).
- Closing the top 10 is ~21,071 CES of upside, and it is pure distribution work, not a velocity bet, which makes it the cleanest growth lever on the table for next year.
Act 6
Accountability
CORESlide 15·Act 6 · Accountability
16 / 21YTD 2026 Pace Check
Through Mar 29 2026: 23,599 CES delivered - running 2.5% ahead of seasonal pace
Cumulative CES vs goal pace
Goal: 23,020 CES · hit
- Read the chart as the solid line (actual cumulative) against the gray reference (where a typical FY 2025 season puts you by now); above the line is ahead of pace.
- 23,599 CES delivered vs 23,020 expected, so 2.5% ahead of pace toward the 122,529 CES annual goal.
- That cushion came from velocity inside existing doors, not new footprint, so it is real but thin; the coverage-gap doors are what would widen it from here.
- YoY: +16.9% over YTD 2025 (through Mar 29).
Act 7
What we're asking for
CORESlide 16·Act 7 · What we're asking for
17 / 21FY 2026 Goal - Three Tiers
Recommended ask: 120,380 CES in FY 2026 (+12% over FY 2025)
- Three asks against the FY 2025 baseline of 107,482 CES: Low 115,005 CES (+7%); Medium 120,380 CES (+12%); High 125,754 CES (+17%).
- Recommended is the medium tier at +12%: roughly this year's velocity pace held steady, so it is achievable without assuming new distribution. The high tier at +17% is the version where we land the coverage-gap doors.
- Worth agreeing on the tier in the room, since it sets which asks on the next slides we both commit to.
Act 8
How we get there
CORESlide 17·Act 8 · How we get there
18 / 21How We Get There - Drivers Behind the Goal
Biggest lever: Close coverage gap on Lighthouse Porter in Inland California (Fresno + Bakersfield) (~8,680 CES)
- What gets us to the goal, ranked: Close coverage gap on Lighthouse Porter in Inland California (Fresno + Bakersfield) (~8,680 CES, medium confidence); Marine Layer Lager momentum (extrapolate at 75% of current pace) (~4,276 CES, medium confidence).
- The biggest single lever is Close coverage gap on Lighthouse Porter in Inland California (Fresno + Bakersfield) at ~8,680 CES. These are all levers we control, distribution and velocity on brands already in the book, not bets on new demand.
- Each driver becomes a specific ask on the closing slides, so the goal is built bottoms-up, not top-down.
CORESlide 18·Act 8 · How we get there
19 / 21Focused Item - Push Together
Kelp Forest Hazy: 2,511 CES of estimated upside if TDP goes from 24 to 28
Focused item · Push together
Kelp Forest Hazy
Current TDP
24
accounts
Upside target
28
accounts
Est. upside
2,511
CES
27-month history · 12.1 CES/TDP/wk velocity
velocity 12.1 CES/TDP/wk; TDP gap to flagship: 24 vs 34
- Kelp Forest Hazy moves 12.1 CES per door per week, which is how fast it sells in the accounts that already carry it. That is the velocity half of the story in one number.
- But it is only in 24 doors. A fast seller that is under-distributed is the cleanest push there is: going to 28 doors is worth ~2,511 CES with no velocity assumption needed.
- The ask is simple: agree to make Kelp Forest Hazy the one SKU we both push this quarter, from 24 to 28 TDP.
Act 9
Pricing + asks
CORESlide 19·Act 9 · Pricing + asks
20 / 21Pricing Grid vs Market Band
12pk 12oz can priced above market - review before 2026
6pk 12oz can
$29.50
12pk 12oz can
$32.00
1/6 BBL keg
$78.00
1/2 BBL keg
$165.00
4pk 16oz can
$36.50
Competitor band Above At Below
- Each bar is your price; the shaded band is the competitor low-to-high range. Bars past the band are priced above market.
- 12pk 12oz can: $32.00 vs the $29.00-$30.50 band, 4.9% above the high end.
- With volume up +16.9%, a premium on a brand that is selling is defensible. The question for the room is whether that gap is intentional positioning or drift worth correcting before next year.
STORYSlide 20·Act 9 · Pricing + asks
21 / 21The Asks - What We Need From You
What we need from you in 2026, and how we get there
This period grew mostly from existing doors pulling more (depth), which proves the velocity. The lever we have not pulled is breadth - new doors - and that is most of the ask below.
The 2026 ask: about 12% growth to 120,380 CES, built from the moves below.
Breadth
Open doors on Lighthouse Porter in Inland California (Fresno + Bakersfield): 1 to 9 PODs
~1,858 CES upside
Depth
Resale Kelp Forest Hazy as the push SKU: 24 to 28 PODs and lift velocity
~2,511 CES upside
Iteration loop: edit apps/distributor-deck-generator/pipeline/slide_specs.py, re-run python -m pipeline.main --brewery coastline --emit-slide-specs, copy the JSON to brewery-brain-demo/src/data/distributor-deck/coastline-2025.json, refresh. ← Wholesale Focus