The race to the future. (beer wholesalers) (Industry Overview)

Modern Brewery Age | May 10, 1993| | Copyright

For beer wholesalers, the stakes are as high as the worth of the company, and the risks of the race are growing.

Not too long ago, the wholesaling race course was fairly predictable. Like returning season after season to the Indy 500 to find not much changed, beer wholesalers could count on predictability. The competitive field was set. There were only a certain number of Andrettis and Fittipaldis. Wholesalers knew what they sold--Beer. Suppliers generated pull-through and wholesalers knew that their "position" in the race was warehousing and delivery.

With the ...

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