Running beverage fulfillment for two sales channels at once takes more than extra warehouse space. BAWLS Guarana is a guarana beverage brand that packages its drinks in glass bottles. It sells variety packs directly to consumers and ships bulk orders to grocery and big box retailers. So when its previous 3PL recommended a new partner, BAWLS needed one that could handle both channels and protect every bottle along the way.
Enter Novo Logistics, a member of the AWI Network with locations in Reno, Nevada and Columbia, South Carolina. In January 2026, Novo took over storage, packaging, and distribution for BAWLS from its warehouses in Whitestown, Indiana and Reno/Sparks, Nevada. The move did not disrupt day-to-day work, and both channels now run out of those two sites.
Quick Answer
Novo Logistics handles beverage fulfillment for BAWLS Guarana by running both sales channels from two warehouses in Whitestown, Indiana and Reno/Sparks, Nevada. The team picks and ships DTC variety packs one order at a time, prepares bulk retail orders for chains like Walmart and Kroger, and keeps pulp packaging on-site to protect glass bottles. Together, the two sites fulfill about 2,000 cases per month.
The Challenge: Two Sales Channels, One Fragile Product
Serving consumers and retailers from one inventory means running two very different operations side by side. A DTC order is a single variety pack headed to a customer’s front door. On the other hand, a retail order is a bulk shipment headed to a chain such as Walmart, Kroger, Smith’s, or King Soopers. That mix is common. According to Beverage Industry’s route-to-market analysis, many beverage brands start with online sales and then move into large-format retail.
Glass adds another layer of risk. Because every BAWLS bottle can break, each case needs careful handling and protective packaging from storage to final shipment. Demand also shifts from week to week as DTC sales change and new retail partners come on board. As a result, BAWLS needed a partner that could absorb those swings without letting accuracy or on-time shipments slip.
Both channels also pull from the same inventory. Every case that ships to a retailer is one less case available for DTC orders, and the reverse is true too. So when volume shifts, the warehouse team has to keep both sides supplied without short-shipping either one. That balance gets harder when the product is glass and the packaging has to be right every time.
The Solution: One Partner Running Both Channels
A referral from someone who already knows your operation can shorten the search for a new partner. In this case, the previous 3PL recommended Novo, and Novo moved BAWLS’ beverage fulfillment over without a break in service. Now BAWLS delivers palletized product to Novo’s warehouses, and the Novo team handles everything from there. Running two facilities also matters. One site is in Indiana and one is in Nevada, so location shapes how quickly orders reach each region. Our guide to single-facility vs multi-facility fulfillment covers that trade-off.
- Transition: Novo took over the business from the previous 3PL without disrupting daily operations
- Receiving and storage: Bulk pallets from BAWLS come into Whitestown and Reno/Sparks and are stored with care
- Order processing: The team manages every order from intake through packaging and final shipment
- On-site packaging: Bulk pulp packaging stays in stock, so extra protection is ready whenever BAWLS needs it
The two channels run on different rhythms. DTC orders come in one at a time and ship as single variety packs. Retail orders are larger, and they leave the dock as bulk shipments to resellers. Because Novo handles both from the same buildings, BAWLS does not need a second provider for either side.
Beverage Fulfillment by Channel
| Channel | Who It Serves | What Novo Handles |
|---|---|---|
| Direct to consumer | Individual customers | Picking, packing, and shipping variety packs one order at a time |
| Retail | Walmart, Kroger, Smith’s, and King Soopers | Preparing and shipping bulk orders to resellers |
| Packaging support | Both channels | Keeping bulk pulp packaging on-site for quick replenishment |
Packaging is where glass bottle fulfillment holds up or falls apart. Because Novo keeps pulp packaging on hand, the team can add protection without waiting on a supplier. That ready supply helps keep orders moving, even in weeks when volume jumps.
“Glass leaves no room for shortcuts, so our team packs every variety pack and every retail order with that in mind. Keeping pulp packaging on-site means we can add protection the moment BAWLS needs it, even when weekly volume jumps.”
Jeff Hiott, VP of Operations, Novo Logistics
The Results: Two Channels, One Steady Operation
BAWLS now has one partner managing beverage fulfillment for both its consumer and retail customers. Novo fulfills about 2,000 cases per month across its two facilities, for single orders and bulk retail shipments.
- About 2,000 cases fulfilled per month across Whitestown and Reno/Sparks
- DTC and retail orders managed by a single partner
- A full transition with no disruption to day-to-day operations
- Fragile glass products stored, packed, and shipped with protective handling
- Packaging materials on-site, ready whenever order volume changes
The Novo team attributes these results to three things: running both channels, keeping packaging on hand, and coordinating work across two sites.
Why It Matters: Can One Partner Handle Beverage Fulfillment for Both Channels?
Yes, one 3PL can run both channels well, as long as it treats neither retail nor DTC as an afterthought. Retail customers set strict rules. Kroger is one example. Its banners include Smith’s and King Soopers. According to SPS Commerce, Kroger expects suppliers to hit a 93% on-time rate and a 95% case fill rate. Kroger also charges 3% of the invoiced amount on a late purchase order, according to the same source. On a $20,000 order, that is a $600 fine.
Meanwhile, DTC customers expect every order to arrive intact. Fragile products raise the stakes on both sides. A broken bottle means a replacement shipment, while a short retail order can mean a penalty. Before signing with a 3PL, ask this: A big retail order and a spike in DTC orders land in the same week. What ships first, and who decides? Listen for a clear plan, shared packaging stock, and a named contact who keeps both channels on schedule.
Finding that fit takes time, which is where 3PL matchmaking helps. A vetted partner that already handles beverage fulfillment for both channels can take on new volume faster than a provider learning it from scratch.
Contact AWI for Expert Guidance
Novo took on two channels, fragile glass, and shifting weekly demand without disrupting BAWLS’ daily operations. If your brand is splitting beverage fulfillment between consumers and retailers, reach out to Associated Warehouses to talk through what you need. The matchmaking service is free for manufacturers.
