Summary

TCB Global's partners came out of Rockstar Energy. They produced the events, ran the activations, oversaw logistics, sourced and managed the vendors, and in 2009 built Rockstar's in-house 3PL. Today Rockstar is a client, and we handle all of their sales POS materials.

Where this company came from

Most 3PLs start as warehouses and learn the brand side later. TCB started on the brand side.

Our partners built their careers inside Rockstar Energy, across logistics, activation and brand. Between them they produced the events, managed the activations, oversaw logistics end to end, sourced and managed the vendors behind all of it, produced the activation materials, and held executive roles within the brand. Our founder and CEO joined as employee six.

In 2009 that team built and ran Rockstar's in-house 3PL, covering ecommerce, sales support and trade services.

Roughly five million packages shipped before TCB Global existed as a company.

That shared background is the whole reason TCB works the way it does. Julian Revelles, who runs transportation here, spent more than 15 years at Rockstar. The rest of the leadership team came up through the same environment, which means nobody here had to learn what a brand needs from a logistics partner. They were the brand.

Trade service distribution

The part of that work least visible from outside is the part most relevant to brands now.

Trade service distribution means getting point-of-sale materials, displays, wire racks and coolers into retail locations at scale. It is not product fulfillment. It sits between logistics and field marketing, which is why warehouses usually aren't set up for it and agencies can't physically do it.

At Rockstar that meant fridges into 20,000 stores.

For a brand in a category where shelf presence decides the sale, that capability is the difference between a retail program that executes and one that arrives in pieces.

What we do for Rockstar today

Rockstar is a client. We handle all of their sales POS materials and support other brand needs as they come up.

That work is trade service distribution rather than beverage distribution. We do not handle Rockstar's beverage.

Why this matters for your brand

The useful question isn't whether we worked with a recognizable brand. It's what that work taught us that a warehouse operator wouldn't know.

Three things. Retail programs fail on the display and fixture side more often than on the product side, because nobody owns that logistics chain. Activation deadlines are immovable in a way that shipping estimates are not. And a brand growing fast needs its logistics partner to anticipate the next channel rather than react to it.

Those lessons came from building a brand's logistics from the inside, not from operating a building.

Questions this raises

What is trade service distribution? Getting point-of-sale materials, displays, racks, fixtures and coolers into retail locations at scale. It's distinct from product fulfillment, and not every 3PL handles it.

Do you handle Rockstar's beverage distribution? No. We handle their sales POS materials and support other brand needs. Beverage distribution is not part of that scope.

Can you get displays and fixtures into retail at scale? Yes. That capability traces back to the Rockstar work, which included placing fridges into 20,000 stores.

What's the connection between TCB and Rockstar? Our partners came out of Rockstar, where they ran logistics and activations and built the in-house 3PL in 2009. Rockstar is now a client.

Does event and activation experience actually transfer to fulfillment? The discipline does. Activation deadlines can't move, which forces planning rather than reaction. That habit is why our event and trade show work is original competency rather than an added service line.

Want to learn more?

TCB can support your beverage fulfillment. Read more about it here!