Time was that stocking a wine cellar, beer list or back bar was as simple as hanging out your shingle and waiting for the sales reps to arrive. Sometimes it still is. But in today’s competitive environment, more often the victor in the libations game is the licensee willing to go the extra mile to find that one exceptional if obscure ale, exclusive and elusive single malt, or small-production and even-smaller-market Cabernet.And finding those treasures can sometimes mean getting proactive in ...

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Contact:Desiree TorresDesiree.Torres@penton.com

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