August 19, 2025
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I’ve been through beverage M&As as a founder and now, from the BevTech side. It’s not all clinking glasses and press releases—the real work starts after the deal closes. That’s when you’re deep in each other’s systems, sharing production calendars, chasing down paperwork you thought was sorted, and realizing that integrating companies is a second job.
The smoothest M&As occur when founders methodically prepare before the contract is signed, not as an afterthought. Their financial records are pristine, operations are predictable, and their brand story is sharp. They can walk someone through their business with clarity and without fancy jargon.
It’s critical to keep your company’s brand, ethos, and mission front of mind. Whether strategic or operational, every decision should be authentic to your brand. After all, your brand is a big part of why you’re growing.
The M&As that go sideways are those that didn’t sufficiently prepare. The due diligence of understanding what makes both companies similar and what makes them different will help you create a prioritized road map of post-merger tasks. Both companies, for example, may make beer, but how do they manage inventory? Are you going to merge business systems? Is there an overlap in personnel? What about production scheduling and recipe management? A clear path for integrating the businesses will make the transition faster and more efficient.
When I sold my brand, I learned that the little things you overlook, like how you store product, manage raw materials, and communicate with your team, can cause friction down the road. You won’t see these details in the pitch deck or spreadsheet, but planning for them will help prevent setbacks and shave months off the integration process.
Lastly, if you’re thinking about selling, start acting like a company someone would want to buy. Keep your house in order, document everything, and know your value beyond revenue. The goal isn’t just to get bigger—it's to create something that can thrive once the ink is dry.
Want to learn how technology will help you crush post-merger operations?
Watch this video.
About the Author
Kelly Ann Woods has spent over 20 years in the adult beverage industry, earning the esteemed titles of certified sommelier, respected mixologist, and award-winning distillery owner. She now serves as an industry consultant, advising how to use technology to support profitable growth.
