Community engagement and giving back
The company prioritizes community involvement, frequently contributing to local charities and events.
“We love to serve the community and give back,” general manager Tanner Brown said. “We are constantly doing what we can to help others.”
A key example of this commitment is their longstanding partnership with the New Braunfels Food Bank.
“[Our relationship with the New Braunfels Food Bank] came to a head during COVID when resources were tight,” marketing lead Eric Sepulveda said. “People were needing water, supplies and food mainly. Our company took care of a lot.”
Beyond pandemic relief efforts, Tri-City also donates emergency drinking water to volunteer fire departments and makes monetary contributions to organizations such as United Way and Communities in Schools. They actively participate in community events, including the New Braunfels Jaycees beer run and First Friday celebrations.
“We're the [only beverage distributor] here in town, so we like to show support when we can and where we can,” Sepulveda said.
Exciting events on the horizon
Tri-City continues to foster community engagement through high-profile events, with one of the most anticipated being the arrival of the Budweiser Clydesdales in April.
“The entire hitch is coming—the eight horses, the wagon [and] the dalmatian. They’ll be [in downtown New Braunfels] for a couple of days,” Brown said. “We're actually going to deliver fresh, day-old cases of Budweiser off the hitch downtown in the old wooden crates.”
Set for April 18-19, the event marks the first time in decades that the iconic horses will visit New Braunfels, and anyone can attend free of cost.
Adapting to industry changes
The beverage distribution industry is constantly evolving, and Tri-City has adapted to shifting consumer trends. One of the biggest changes they’ve noticed is a decline in alcohol consumption among younger generations.
“As the data shows, Gen Z is not drinking as much alcohol as prior generations, and that’s a challenge we’re dealing with,” Brown said.
To navigate these shifts, Tri-City has expanded its product portfolio, incorporating more non-alcoholic beverages.
“People are broadening the horizon on [what they’re drinking],” Brown said. “They used to stick to one beer brand. It's not like that anymore. We're trying to touch all sorts of different brands and segments within the alcohol category.”
A family-oriented culture
Tri-City remains committed to its employees and the family-oriented culture that has shaped the company since its founding.
“When my dad started this company, he only had about 10 employees,” Brown said. “Now we have about 100 employees. To grow that family and to have people who have worked here for 10, 20, 30 years, that makes me proud. It makes our family proud to know that those employees have our back, and we have theirs.”
This sense of loyalty extends beyond the workplace, with employees often traveling together for work, attending special events and celebrating company successes as a team.
As Tri-City Distributors looks to the future, they remain committed to steady growth in tandem with the rapidly expanding New Braunfels community.
To stay connected and to learn more about Tri-City Distributors, visit their website and follow them on Instagram and Facebook.
The above story was produced by Multi Platform Journalist Sydney Heller with Community Impact's Storytelling team with information solely provided by the local business as part of their "sponsored content" purchase through our advertising team.
