Middle Tier Legend Alan Dreeben Passes Away At 80
March 26, 2024Alan Dreeben, a giant of the wine and spirits industry’s wholesaler tier over the past half-century, passed away in San Antonio, Texas on March 21 at the age of 80. Dreeben drove a decades-long expansion effort at second-ranked U.S. wine and spirits distributor Republic National Distributing Co. (RNDC), and became one of the great pioneers in establishing wine as part of the American lifestyle.
“Alan Dreeben was a legend of the business and helped introduce generations of American consumers to wine,” said M. Shanken Communications chairman Marvin R. Shanken. “On a personal note, he was one of my closest friends and served as best man at my wedding to Hazel 42 years ago. He was like a brother to me and will be dearly missed.”
Dreeben had an auspicious start in the business—joining a leadership training program at E.&J. Gallo Winery in 1966 and reporting directly to the legendary Ernest Gallo. He then moved to Block Distributing in San Antonio, Texas, which would eventually become part of the merger that formed RNDC. Over the years, Dreeben burnished his executive credentials and helped establish the leadership role for RNDC that the company enjoys today.
Block merged with Republic Beverage in 2005 and Dreeben, who was then serving as Block’s executive vice president, became a co-vice chairman of the newly named Republic Beverage Co. Two years later, Republic joined forces with Atlanta-based National Distributing Co. to create RNDC. Since then, the company has continued to expand, creating a national wholesale footprint second in size only to Southern Glazer’s Wine & Spirits
With Dreeben in a key leadership role, RNDC’s development proceeded through a constant reevaluation of strategy, technology, and core values. In a memorable speech at the 2012 Impact Marketing Seminar, Dreeben laid out the foundations of the company’s success—including a relentless effort to strengthen partnerships with suppliers and retailers; training for the RNDC workforce; and placing an ever-greater emphasis on marketing and not just selling. “Consumer data helps make products more relevant in a market comprised of different cultures and ethnicities,” he noted, adding that it was all part of the evolution from “pull” to “push” marketing strategies—with technology playing a major role.
Using those bedrock principles and strategies, Dreeben set RNDC on a sustained growth trajectory. Today the company has a national footprint of 40 markets and revenues of $12.5 billion. The last few years have seen a continuation of its growth, with expansion into vital markets like California, Illinois, and New York. Dreeben was named Market Watch Magazine’s Industry Executive of the Year in 2020.
“I am proud of all we accomplished at RNDC,” Dreeben said upon retiring from RNDC’s board in 2021. “We became a national powerhouse while maintaining our commitment to our suppliers, customers, and associates. Through it all, we maintained the family-focused environment and continue to grow to be a national distributor of choice.” Dreeben was replaced on RNDC’s board by his son-in-law Marc Sachs.
In addition to his career at RNDC, Dreeben sat on a number of corporate and community boards, and made it a point to give back through a variety of charitable organizations such as the United Way, the American Cancer Society, and many others.
Alan is survived by his wife Barbara of 58 years, daughters Lisa, Allison, and Paige, and nine grandchildren.
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