Freight for Founders: LoadUP Disrupts the Way Beverage Brands Move Product

LoadUP Solutions Launches as the First Beverage-Only Freight Brokerage

For Founders Who Are Done With Chargebacks, Clueless Brokers, and Paying $2/Case to Ship Their Own Damn Product

MERRITT ISLAND, FL — Beverage brands are bleeding margin — and freight’s usually holding the knife. That’s why LoadUP Solutions just launched as the first freight brokerage in the U.S. built exclusively for beverage brands. No half-baked solutions. No generalist lanes. Just clean, controlled beverage freight from people who know the drill.

“You don’t need a freight degree to understand this — chargebacks from retailers and bloated $2+ per case freight costs are wrecking your margins,” said founder Brian Kelly. “And brokers who hand off your drinks to the same carrier that just dropped a load of scrap metal or fertilizer aren’t helping.”

Built for the People Actually Doing the Work

LoadUP exists for beverage operators, founders, and supply chain leads who are tired of brokers who vanish after the BOL and act shocked when Walmart or KeHE dings them for showing up early, late, or dirty.

“Most brokers just book and bounce,” Kelly said. “They don’t understand what it means to haul drinks — food-grade equipment, reliable tracking, appointment precision. We built LoadUP because this industry deserves a partner who gets it and actually gives a shit.”

Fixing the Freight Problems Everyone Talks About — But No One Solves

There’s no shortage of people in beverage Slack channels talking about late deliveries, missed windows, chargebacks, and mystery accessorials. LoadUP is here to fix it — not talk about it.

“I’ve seen both sides,” said Kelly. “I run a small organic coffee brand too — and I’ve eaten my fair share of chargebacks, delays, and freight costs that had no business being over a dollar a case. That’s part of what pushed me to build LoadUP. Not because I had all the answers, but because I was tired of nobody else even trying.”

Not Here to Be Famous. Here to Be Useful.

Kelly, a former logistics exec turned founder, isn’t chasing buzzwords or VC hype. He’s just doing what most people don’t: making freight reliable, trackable, and profitable for the people who actually need it to work.

“I don’t know everything. But I know this space. And if I can help a few brands scale smarter — make them millions while I build mine — that’s a win for all of us,” Kelly said.

About LoadUP

LoadUP Solutions is the first freight brokerage built exclusively for beverage brands. Based in Florida, LoadUP helps brands reduce cost-per-case, avoid chargebacks, and ship with partners who actually understand what’s at stake. Founded by Brian Kelly — a former $1B supply chain exec turned founder — LoadUP only moves drinks. Nothing else.

We're built different. We're the kind of people who fight — and fight for it all. You can put us in a room with no doors, no windows, no way out at all… and we’ll still fight like hell to figure it out. Even if we know that when we get out, there’s another room waiting — harder than the last. That’s how we think. That’s who we are.