Beverage World - May 2008 - (Page 30) [COVERSTORY] national basis, according to Aldo Madrigrano, president of W.O.W. Distributing in Wisconsin and a member of the Crown Imports Distributor Council. “It makes it a lot easier for us in terms of being able to have one-stop shopping and they’re able to move a lot quicker versus how long it took with having two groups,” Madrigrano notes. He also adds that Crown Imports welcomed input from distributors, and not just from the sales and marketing side, but the inventory management side as well, in order to improve its operations. “They were very honest and said they weren’t going to do everything right 100 percent day one, but they wanted to get as much right as they could. I think they did a great job,” he adds. While volumes for the import beer business flattened last year due to price increases, Sands expects the business to return to solid growth, thanks to the continued momentum of the premiumization trend. » CONSTELLATION’S import beer business, via Crown Imports, makes up 20 percent of the company’s net sales. The Right Mix In an election year marked by aggressive primary campaigns, a racy fembot plastered on the sides of buses and billboards cheekily reminds Americans to “make cocktails, not war.” The eye-catching ad campaign for Svedka Vodka featuring the Svedka Grl has been a major success for the edgy brand. Constellation’s purchase of Svedka, the fifth largest imported vodka, as well as Holland’s Effen Vodka, which had been part of the compaAdvertisement HAWVER DISPLAY For over 20 years, Constellation Brands has relied on the creativity and expertise of Hawver Display to promote its expanding portfolio of premium wine products. Constellation continually places its trust in Hawver’s ability to design, manufacture and distribute a wide spectrum of POP displays for both their New York and Californiabased promotional/marketing groups. Hawver’s commitment to providing exceptional customer support to Centerra Wines and VineOne has built a partnership that helps promote consistent increases in market share, which has always been a key element of Constellation’s continued success. Large-format POP displays are only part of what Hawver can offer their customers. For more information, call 800-308-8505 or visit www.hawver.com. 30_BEVERAGE WORLD_MAY 2008 BEVERAGEWORLD.COM http://www.vacuumbarrier.com http://www.vacuumbarrier.com http://www.hawver.com http://BEVERAGEWORLD.COMD.COM
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