How to Sell Beer: Tips From Chains to Corner Bars

Cheers, March, 2000 by Priscilla Estes

Miller Manages

"Miller wants to be known as the beer consultant for retailers," says Jeff Waalkes, sales communications manager for Miller. That's the reason behind Miller's program that advises on-premise operators who's buying what and why, and what you can do about it.

Waalkes gives this example: "We can tell a retailer in Allentown, Pennsylvania, what is the most popular import in his or her area, versus Phoenix or Seattle, for instance. We can provide the straight information on all brands and packaging, not just Miller's."

By merging information from several data bases, Waalkes says Miller's program can help discover the most profitable mix of brands, draft and package beer for operations and customer bases, as well as what to charge, how to manage inventory, the best ways to promote and tips on training. The program was introduced last May.