Built on experience. Driven by results.

• 25+ years in the beverage industry
• Anheuser-Busch, Craft Brew Alliance, Coronado Brewing, ATBev Consulting
• Experience across the supplier, distributor & national account landscape
• National retail and distributor relationship management

Eddie Buchannon has spent more than 25 years in the beverage industry, building his career from the ground up. He started as a bulk truck chaser, learning the business account by account and seeing firsthand what it takes to get product through the system and into the hands of consumers. That experience has stayed with him ever since.

From Anheuser-Busch and Craft Brew Alliance to helping lead business development at Coronado Brewing, Eddie has worked across the supplier, distributor, and national account landscape. Along the way, he built businesses, led teams, developed strong retailer and distributor relationships, and learned how decisions made at one level of the business impact everything downstream. After Coronado, he founded ATBev Consulting to bring that experience to other beverage brands. That work eventually became the foundation for Even Odds.

Today, as Founder & CEO of Even Odds, Eddie leads with the perspective of someone who has been there. He understands the pressure brands face to grow, the realities distributors manage every day, and what retailers expect from the partners they choose to work with. That perspective shapes how he leads: build strong relationships, stay close to the business, solve real problems, and make sure strategy can actually work in the market.

• 25+ years in design and brand building
• Walmart, Petco, freelance design studio
• 9 years owning/operating beverage hospitality (2 locations)
• Brand identity, packaging, and marketing materials specialist
• Design approach rooted in real-world consumer behavior

Clay builds brands that work on the shelf, not just on the screen — because he’s been behind the counter watching customers choose. Before Even Odds, Clay spent nine years running Young Hickory, a coffee and beer café that became a North Park institution in San Diego. Two locations, 20+ employees, 6am–11pm operations. He learned what every designer should know: what looks good in a presentation and what works in the real world are often completely different things.

That hands-on experience came after a career in design that included corporate roles at Walmart and Petco, followed by running his own design studio serving clients from dental laser companies to high-end furniture manufacturers. Clay’s approach has always been the same: functionality first. Does it look good? Does it work? If the answer to either is no, the problem isn’t solved.

At Even Odds, Clay brings a perspective few creatives have. He’s watched customers make split-second decisions based on packaging design. He’s managed vendor relationships and navigated the daily realities of running a beverage business. When he designs a package or builds a brand identity, he’s thinking about the three seconds a consumer has to notice it, the retailer who needs to believe in it, and the founder who needs it to perform.

• 13+ years in national accounts and chain retail
• Green Flash & Alpine, Ashland Hard Seltzer, Scout Distribution, Classic Distribution
• Experience across chain retail, national accounts, and distributor relationship management
• Retailer negotiation and wholesaler alignment

Jordan found his footing fresh out of college as a minimum-wage "Marketing Assistant" at Green Flash Brewing Co. in 2013. Three years later, he was making chain calls across the country. He grew Green Flash & Alpine's business two-fold across the chains in the Western United States, from Kroger to Plaid Pantry, putting himself at the forefront of their national expansion.

The real proof came at Ashland Hard Seltzer, where Jordan grew the brand into a top 5 seltzer in Southern California as Key Account Manager, outperforming national brands with significantly more resources and marketing spend, and landing Costco programming across the state. His approach: data-driven strategy, retailer collaboration, and wholesaler alignment. No shortcuts.

Jordan brings that same chain-retail discipline to every brand Even Odds represents. At Scout & Classic, he managed $22.5M in annual sales across four business units and grew total net revenue across all chain retailers by $1.7M in a single year — that's the operational rigor he puts to work now, navigating the complex, retailer-specific negotiations that turn a pitch into a placement.

• Experience across sales operations, procurement, and national account logistics
• Ironbark Ciderworks, Complete Metal Design, Scout Distribution
• Retailer portal management and promotion administration specialist

Jordan keeps brands on shelf by making sure the operational complexity behind retail never becomes their problem. His path into beverage operations started on the floor at Ironbark Ciderworks, managing daily sales, inventory, and customer order fulfillment as Floor Sales Manager. From there he moved into industrial logistics at Complete Metal Design, overseeing inbound and outbound shipping for high-value contract parts and managing a warehouse team in a demanding manufacturing environment.

The focus sharpened when he joined Scout Distribution. Brought on as a Sales/Operations Coordinator, he was promoted to Sales Support Manager within a year, managing procurement and national account cost-files for Whole Foods, BevMo, and Total Wine across California, Idaho, and Arizona. He ran the POET program for Whole Foods and handled the logistical demands of hotshot orders for Costco and Sam's Club. That's the kind of operational fluency you can't fake.

Jordan sits at the intersection of sales and operations at Even Odds, managing new item setups, retailer portal submissions, promotion management, and data integrity for the brands we represent. Logistics, data, portals, submissions: he handles the layer of work most founders don't know exists until it's costing them placements. When a placement is won, he's the one making sure it sticks.