The US beverage industry is governed by a post-Prohibition framework known as the 3-Tier System. While it was designed to prevent monopolies, in the modern era, it often creates a "data vacuum" for the brand owner.

The Structure of the Tiers

• Tier 1 (Producers/Importers): You own the liquid, the brand, and the federal compliance. You sell at a Freight on Board (FOB) price to the wholesaler.
• Tier 2 (Wholesalers/Distributors): The middle layer. They buy your product, store it, and sell it to retailers. They handle the "last mile" and state-level excise taxes.
• Tier 3 (Retailers): On-premise (bars) and off-premise (grocery/liquor stores). They are the only ones legally allowed to sell to the end consumer.

The "Data Vacuum" Explained

Because these tiers are legally separated, information doesn't flow automatically.

1. Shipments: You know what you sold to the distributor.
2. Depletions: The distributor knows what they sold to the store.
3. Scans: The store knows what the consumer actually bought.

Success in 2026 requires bridging these gaps. A brand that only tracks shipments is flying blind. You must track the delta between Depletions and Retailer Scans. If your product is "depleting" into stores but not "scanning" at the register, you are headed for a massive return of "stale" inventory.