Connecting the three tiers through technology
VIP offers integrated applications that support and connect beverage suppliers, distributors, bottlers, and retailers. We continually forge the way forward by working alongside our customers to develop exactly the solutions they need.
Keep reading or get in touch to learn more about how VIP can help your company thrive.
Where we come from
In 1972, VIP was six people in a small office on Main Street in Burlington, Vermont. Focused on data collection and sales analysis at the time, our clients sent us their invoices by bus (yes, by bus!) and we processed the numbers and sent the results back to them – by bus.
VIP now consists of over 800 employees – many who previously worked for beverage suppliers or distributors – and our solutions support the full spectrum of needs in the three-tier industry.
Founded by Howard Aiken
Services focused on data collection and creating sales reports for beer, wine, and soda distributors.
1972
Developed our first application
The first application we offered was our route accounting system, which evolved into what is now Beverage.
1976
Opened VIP’s headquarters in Colchester, Vermont
This office, along with the on-site childcare center, are still in operation today.
1990
Introduced our first mobile sales application
This was the first step to our current suite of integrated mobile apps.
1998
Became an employee-owned company
Started the process of becoming an employee-owned company. Became 100% employee owned in 2011.
2001
Added our first supplier customer
Heineken USA came on board.
Acquired dBEV
Acquiring this route accounting system brought 500 distributors and bottlers to VIP, significantly increasing our footprint in the distributor tier.
2003
Acquired WCS
VIP’s acquisition of WCS – a route accounting system used exclusively by Anheuser-Busch wholesalers – not only brought a broad and diverse group of distributors to VIP, but also strengthened our relationship with Anheuser-Busch, our now long-time partner.
2005
Acquired BDN Collections
This acquisition was an industry-changing step into VIP’s support of wine and spirits suppliers.
2015
Acquired TradePulse
VIP continued our progression into the wine and spirits industry.
2017
Acquired VISTAAR’s US Beverage Alcohol business
VIP expanded our ability to manage beverage price planning for suppliers’ individual markets.
2020
Acquired BizStride Logistics
Through its software and consulting services, BizStride offers advanced route planning and dynamic routing.
2022
Acquired Backbar
VIP’s position in the retailer tier was strengthened by our acquisition of Backbar, a mobile app that bars and restaurants use to manage beverage inventory, place orders, and more.
Acquired eoStar
Adding this route accounting solution brought over 100 distributors and bottlers to VIP.
Acquired 99 Bottles
This acquisition enhanced VIP's ability to capture distributors' planned pricing and efficiently communicate pricing to retailers.
2023
Partnered with Warburg Pincus
After 24 years of employee-ownership, VIP entered into a strategic capital partnership with Warbug Pincus, one of the world's leading private equity firms.
VIP’s mission remains unchanged: to take care of our customers while providing the best solutions in the industry.
2025
1972
Founded by Howard Aiken
Services focused on data collection and creating sales reports for beer, wine, and soda distributors.
1976
Developed first appplication
The first application we offered was our route accounting system, which evolved into what is now Beverage.
1990
Opened VIP’s headquarters in Colchester, Vermont
This office, along with the on-site childcare center, are still in operation today.
1998
Introduced our first mobile sales application
This was the first step to our current suite of integrated mobile apps.
2001
Became an employee-owned company
Started the process of becoming an employee-owned company. Became 100% employee owned in 2011.
Added our first supplier customer
Heineken USA came on board.
2003
Acquired dBEV
Acquiring this route accounting system brought 500 distributors and bottlers to VIP, significantly increasing our footprint in the distributor tier.
2005
Acquired WCS
VIP’s acquisition of WCS – a route accounting system used exclusively by Anheuser-Busch wholesalers – not only brought a broad and diverse group of distributors to VIP, but also strengthened our relationship with Anheuser-Busch, our now long-time partner.
2015
Acquired BDN
This acquisition was an industry-changing step into VIP’s support of wine and spirits suppliers.
2017
Acquired Trade Pulse
VIP continued our progression into the wine and spirits industry.
2020
Acquired VISTAAR’s US Beverage Alcohol business
VIP expanded our ability to manage beverage price planning for suppliers’ individual markets.
2022
Acquired BizStride Logistics
Through its software and consulting services, BizStride offers advanced route planning and dynamic routing.
Acquired eoStar
Adding this route accounting solution brought over 100 distributors and bottlers to VIP.
Acquired Backbar
VIP’s position in the retailer tier was strengthened by our acquisition of Backbar, a mobile app that bars and restaurants use to manage beverage inventory, place orders, and more.
2023
Acquired 99 Bottles
This acquisition enhanced VIP's ability to capture distributors' planned pricing and efficiently communicate pricing to retailers.
2025
Partnered with Warburg Pincus
After 24 years of employee-ownership, VIP entered into a strategic capital partnership with Warbug Pincus, one of the world's leading private equity firms.
VIP’s mission remains unchanged: to take care of our customers while providing the best solutions in the industry.
Our Values
Taking care of our customers
Since day one, VIP’s highest priority has been to take care of our customers. This has been a constant even as we’ve grown significantly. Customer satisfaction is deeply embedded into our company culture, guiding us as the beverage industry evolves and expands. We succeed when our customers succeed.
Having each others’ backs
VIP’s employee culture is based on mutual support and respect. Whether in meetings, on the pickleball court, or at the coffee station, we’re looking out for each other and working to create environments that we all belong in and can enjoy.
We also support one another through our company benefits and perks. Our generous health insurance and fitness reimbursements help VIPers take care of themselves, and our on-site daycare gives parents affordable and convenient childcare. Learn more about our benefits on our Careers page.
Giving back to the community
The VIP difference extends beyond our day-to-day work. VIP regularly participates in fundraisers and other community events that both give back to our community and provide team building opportunities.
Every year, VIP matches donations to the Vermont Foodbank, which provides large quantities of quality food to its partner organizations throughout Vermont.
The Kelly Brush Ride raises money to provide adaptive sports equipment and to host camps for people living with a spinal cord injury.
We host regular Red Cross blood drives at our headquarters.
The Penguin Plunge for Special Olympics Vermont is where our bravest VIPers take a dip in the icy waters of Lake Champlain in early February.
80%+ of beer volume
in the US is processed
through our servers
800+ employees
in 20 states and 3 countries who always try and do what is right for the customer
63,000+ monthly users
logging over 1 million account visits per month
1,600 beverage suppliers
beverage suppliers
powered by VIP
600 distributors
supported by VIP applications
6.5 billion invoice records
per year
Let’s Grow Together
Sound like a great place to work?
Check out our excellent benefits and current job openings!
