Brian Amos coaches community on and off the court with Indiana Beverage

When you find a job that you are passionate about, you never have to work a day in your life. For Brian Amos, Indiana Beverage’s South Bend district sales manager, the message rings true. Happiness comes from his dual roles in coaching and sales. From the gym to the sales district, Amos has spent over three decades building relationships, strengthening communities, and creating opportunities for others.

“When I think of the amount of lives that I’ve touched or that have touched me – families, other coaches, community leaders – it’s incredible,” Amos said. 

Amos, a lifelong Mishawaka native, began his young adult years with plans to be a teacher and a coach. After a short stint in substitute teaching, Amos decided to commit fully to coaching. The decision followed an unexpected skin condition that cut short his athletic career. He has since devoted more than 30 years to coaching youth sports, primarily basketball and youth football. 

“It is just as humbling to coach an athlete who is phenomenal and will likely get a Division I scholarship as someone who is probably never going to touch a ball again,” Amos said. “The kids are like sponges. You coach them differently, and it helps you in terms of how you go about it.” 

As coaching became a staple of Amos’ life, he also began exploring new opportunities in the professional world rather than higher education. In 1999, friends introduced him to a merchandising job at Metro Beverage, which later became Indiana Beverage through acquisitions. This unexpected opportunity laid the foundation for a lasting, 26-year career. 

“Looking back, the why is so clear,” Amos said. “It opened up so many avenues for me to coach. I carry lessons from the court into my leadership. What I learned coaching kids and seeing other coaches lead translates into my work at Indiana Beverage.”

Today, Amos’ role as district sales manager allows him to oversee sales operations across multiple counties, including St. Joseph, Elkhart, and surrounding areas from the Illinois state line to the east toward Fort Wayne. His leadership helps Indiana Beverage maintain strong relationships with local retailers and deliver quality products.

“I’ve joked many times that since I’ve gotten into this industry, I haven’t worked a day,” Amos said. “This isn’t work to me; it’s a fun business.”

Amos’ leadership at Indiana Beverage is also marked by a strong commitment to giving back. Indiana Beverage takes pride in supporting local initiatives, like women’s shelters, food drives, and youth programs. Amos encourages his team to engage directly with these efforts to understand the tangible impact of their contributions. 

“We got involved with community work and did some fundraising,” Amos said. “Sometimes, giving back seems cliché, but for our team, it is not. We want our staff, especially our younger sales reps, to tour these facilities and see the reason we do it.”  

Amos credits much of his ability to balance coaching and a demanding career with the support of his wife and family. The flexibility allows Amos to stay involved in community initiatives, volunteer work, and other pursuits inside and outside of his professional responsibilities. As he continues to coach, Amos travels to various Michiana public schools and AAU/all-star programs to mentor athletes at every skill level.

“My wife has always been very supportive of my job and my coaching,” Amos said. “I always need to make sure work is right, because if I am not making a living, I can’t do all of the coaching. Having understanding from your company and support from your family is the most important piece.” 

Indiana Beverage has a deep appreciation for Amos, his professional dedication, and his lasting impact on the community. From guiding young athletes to leading his sales team to supporting local non-profits, Amos is a champion for growth and opportunity. 

To learn more about Indiana Beverage’s team and mission, visit indianabev.com.