Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Distribution

Distribution

When an event truck becomes an event

Next generation event trucks offer craft brewers added functionality

By Jeff Cioletti
Distribution operations

Image courtesy of Jeff Cioletti

March 3, 2023

Event trucks typically are effective marketing vehicles (no pun intended) for a distributor or beverage producer, but their capacity beyond that has been traditionally limited. Yet, in the past few years, equipment manufacturers have been giving the trucks some added functionality, enabling beverage companies to kill two birds with one stone and save some money.

Isuzu Commercial Truck of America (ICTA) has been at the forefront of that concept. Last month, ICTA completed its 25th craft beer truck, designed to be both a delivery truck and beer dispensing system for events. The completion of this vehicle is about three and a half years following the initial debut of one it designed for Bottle Logic Brewing, Anaheim, Calif. 

“It all kind of started because I like craft beer and I go to breweries,” recalls Brian Tabel, executive director of marketing at ICTA. “I was talking to someone and they were kind of complaining that they have this trailer that they bring to events that they have to put taps on — and then they’ve got to clean them and then take them out and what a pain and a waste of time that is. I said, ‘I’m in the truck industry, maybe I can find a way to solve these issues.’” 

Ultimately, Isuzu worked in conjunction with refrigerated truck body supplier Wabash and Delivery Concepts Inc., the latter of which designed the recessed, enclosed tap system on the side of the body. Delivery Concepts has become a leading upfit specialist for temperature-controlled delivery vehicles, enabling fleets to customize around their individual needs.

 “It sits inside the reefer body and at that point, [operators] can literally just close the door and the taps are concealed,” Tabel explains. “It gives them the ability to have a delivery truck that’s also an event truck in one, so they don’t have to have an extra vehicle or trailer because of the capacity of the truck. It can hold a lot of kegs that are able to be served at an event without having to transfer kegs in and out.” 

The vehicle can hold a payload of as much as 9,000 pounds, Tabel notes. A Thermo King T-690 electric standby unit keeps the temperature regulated, he explains.

“We had the Bottle Logic truck in Palm Springs, out in 115 degrees, holding 33 degrees throughout the event,” Tabel says.

The standard version comes with eight taps installed, but the company has sold a custom model with 16 taps and automated dispensing capabilities. On that one, a user would just swipe a credit or debit card against the transponder and the tap would instantly pour beer. 

At this month’s NTEA Work Truck Week in Indianapolis, Isuzu is unveiling a modified version with an added “box store” element, which can hold bottles or cans of brews that aren’t available in draft form. 

“It [combines] a delivery truck and an event truck into one and reduces the costs of having multiple vehicles,” Tabel adds. “That’s what really drove it from the beginning — making it streamlined for the breweries.” 

And it becomes a conversation piece that boosts a brewery or distributor’s branding activities. 

“We’ve done a number of events and people would say, ‘Hey we’re going to meet at the Bottle Logic truck,’” Tabel notes. “It becomes a focal point because it stands out at an event.” 


KEYWORDS: beverage fleet management trucks

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Wine & Spirits
    By: Lauren Sabetta
  • Younger generation displays unique habits when it comes to beverage consumption

    Generation Z shakes things up in beverage

    Experts share that Gen Z is changing the standard on what...
    Beverage News
    By: Chloe Alverson
Subscribe For Free!
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

halfday sodas

Beverage-makers turn to fiber, prebiotics and more to support consumer needs

smoothie

Opportunities abound for relaxation, stress-relief beverages

Mountain Dew Mango Rush

Mountain Dew, Little Caesars launch Mountain Dew Mango Rush

Vote for your favorite new product

Have your say in what makes it to the top this month!
Vote for your favorite new product and help us celebrate excellence.


VOTE NOW!

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Pack Expo Las Vegas 2017 Logo

    Pack Expo event eclipses 2015 event

    See More
  • IFT FIRST

    IFT FIRST: Annual Event and Expo returns to Chicago

    See More
  • Wat-aah!'s Move Your Body 2013

    Wat-aah! supports healthy hydration with Move Your Body 2013 event

    See More
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing