When you walk into an H-E-B today, it’s hard to imagine the store without beer and wine. But the truth is, until the mid-1990s, H-E-B didn’t sell much alcohol at all. That changed when David Duran jumped into role and built the alcohol category from the ground up — turning it into what is now a billion-dollar business.

In this first half of a two-part conversation, David shares the untold story of how one of the nation’s most respected grocery chains accelerated their role in the alcohol business, the discipline required to scale across hundreds of stores, and the lessons every brand needs to hear before stepping into the Texas market.

David is not only the architect of H-E-B’s alcohol category — he’s also a strategic advisor to Lone Star Beverage Brands (LSBB), bringing decades of retail and supplier-side experience to our team. In this episode, he pulls back the curtain on the retailer’s perspective in Texas’s unique three-tier system and offers unfiltered advice for suppliers, distributors, and beverage entrepreneurs.

What You’ll Learn in This Episode

• Why H-E-B didn’t sell much alcohol until David built the category.
• The importance of execution across 100+ stores — and why that equals leverage.
• How buyers balance commodity brands with innovation to protect profitability.
• Why suppliers must bring solutions, not just new SKUs.
• The single most important lesson for brands entering Texas: it’s not about getting on the shelf, it’s about staying there.

Why It Matters

If you’re a beverage brand, distributor, or entrepreneur looking to grow in Texas, this episode is a masterclass in understanding how retailers think. David has been on the other side of the desk, making decisions that shaped the industry. His perspective is exactly what suppliers need to hear before pitching buyers or entering new markets.

🎙️ Guest: David Duran, Former Director of Alcohol Beverages at H-E-B & Strategic Advisor at LSBB
🎧 Hosts: Brad & Lori Foster, Co-Founders of Lone Star Beverage Brands
⏱️ Duration: ~35 minutes (Part 1 of 2)

👉 Don’t miss Part 2 of this conversation, coming Oct 2nd, where David dives even deeper into execution, distributor relationships, and what makes suppliers successful in Texas.

#LSBBPodcast #HEB #TexasBeverage #RetailExecution #SupplierSuccess #CategoryManagement #ThreeTierSystem