Contributor – Ricky Rivas
About Ricky
Ricky Rivas is the head of sales for Saloon Door Brewing in Houston, Texas, where he oversees keg and can sales across multiple Texas markets, including Houston, Dallas, Fort Worth, San Antonio, Austin, Corpus Christi, and the Rio Grande Valley. As a relationship-driven sales professional, Ricky has established himself as a leading figure in the craft beer industry, known for his authentic approach to building lasting partnerships with distributors and retailers.
Ricky’s journey into craft beer sales began organically as a passionate customer of Saloon Door Brewing since their opening in 2016, with family connections to the brewery through his wife’s employment there. This deep personal connection to the brand evolved into professional expertise when he joined the sales team in 2022, bringing with him an intimate understanding of the brewery’s values and distinctive products
Professional Expertise
With a University of Houston Bachelor of Arts degree in Literature (2018) and a Brazilian Jiu-Jitsu black belt background, Ricky brings a unique blend of analytical thinking and disciplined approach to craft beer sales. His expertise includes:
- Regional Market Development: Successfully positioning craft beer products across diverse Texas markets
- Relationship Management: Building authentic connections with over 1,700 professional contacts
- Product Portfolio Strategy: Specializing in Saloon Door’s signature dark beers, including “Tasty AF,” “Ridiculous AF,” and “I Must Break You.”
- Distributor Relations: Creating trusted partnerships that drive consistent sales growth
Sales Philosophy
Ricky’s approach centers on genuine relationship-building rather than transactional sales. As he puts it, “You still gotta go shake their hand and say hello and spend quality time with them”. This philosophy has enabled him to create lasting partnerships in an industry where turnover is high and trust is everything.
His commitment to authentic connections extends beyond business—he regularly fields 60+ phone calls per day and maintains detailed notes on each client’s preferences, contact methods, and ordering patterns. This dedication to understanding his customers’ unique needs has made him a go-to expert for breweries looking to maximize their market penetration.
Featured in “Beer – With Ricky Rivas”
Ricky shares his extensive knowledge and real-world experience in “Beer – With Ricky Rivas,” an in-depth interview-based book that offers unprecedented insights into the craft beer sales industry. The book provides practical strategies for:
- Building credibility with signature products
- Navigating regional market differences across Texas
- Balancing new account acquisition with existing relationship management
- Understanding the evolving craft beer landscape and consumer preferences
Through candid conversations, Ricky reveals the unvarnished truth about selling craft beer in today’s competitive market, from Houston’s bustling beer scene to the challenges of breaking into new territories across the Lone Star State.
Discover Ricky’s expert insights in “Beer – With Ricky Rivas” →
Ready to learn from someone who’s built lasting partnerships in the craft beer industry? Ricky’s honest, no-nonsense approach reveals both the rewards and realities of transforming customer relationships into successful sales careers.