For more than four decades, Sierra Nevada Brewing Co. has built a reputation for craft, consistency, and care, from the brewhouse floor in Chico to taprooms across the country. To keep that momentum going, Sierra Nevada needed a wholesaler incentive program that matched the ambition of its commercial priorities, and a technology partner that could deliver on it.
In October 2025, Sierra Nevada selected Ohanafy to power its national Wholesaler Incentive Program, a partnership built on driving new placements, disruptive display execution, and sharper on-premise and small-format performance across the brewer’s entire wholesaler network.
Running a national incentive program shouldn’t require running a hundred spreadsheets.
Wholesaler incentive programs live or die on execution. Targets need to be clear, displays need to be tracked, payouts need to land on time, and every rep in the field needs to see how they’re doing without waiting for a quarterly recap. Done well, an incentive program lifts the entire network.
Sierra Nevada wanted something simpler: a single platform that connected display execution to engagement to outcomes, with a mobile experience that reps, managers, and wholesalers would actually want to use.
A mobile-first platform that connects execution, engagement, and payouts.
Sierra Nevada partnered with Ohanafy to deploy Hubs, the AI-powered platform purpose-built for managing wholesaler incentive programs end-to-end. Reps submit displays from the field in a few taps. Wholesalers see real-time leaderboards and progress against shared goals. Managers get automated reporting and streamlined payouts. Everyone, across Sierra Nevada and its partner network, works off the same view.
Powered by Salesforce and built specifically for the beverage industry, Hubs turns an incentive program from a quarterly logistics exercise into an always-on system for commercial execution.
Simple to participate in, easy to manage, and tied directly to the commercial plan.
With Hubs, the national Wholesaler Incentive Program centers on clear, high-level objectives like new placements, disruptive displays, and on-premise and small-format execution, supported by simple, transparent incentives and recognition for top-performing wholesalers. The shared goals align the network with Sierra Nevada’s commercial priorities and give every team the same scoreboard.
“Sierra Nevada Brewing Company is one of the most respected names in craft beer, and their commitment to operational excellence makes them an ideal partner,” said Ian Padrick, CEO at Ohanafy. “We’re proud to provide the technology foundation for a program designed to lift the whole network.”