MSA_Pure_Spirits_2019_Q2 - 29

NY BUSINESS THAT has
been around for more
than 80 years has acquired plenty of experience and
wisdom. Established in 1933,
just after the repeal of Prohibition, Imperial Beverage has gained
a rich understanding of and appreciation for the Michigan beverage distribution community.
The company has grown from a
one-county beer distributor to
a top-10 beer, wine and spirits
wholesaler, with 350 employees
and statewide coverage, serving
every county in Michigan.
Acting as the connection between breweries, wineries and
distilleries with restaurants and
retail locations-and thus with
consumers-Imperial helps to
build awareness of their brands
(the companies whose products
they represent). Over the years,
Imperial Beverage has built a
diverse portfolio of fine wines,
craft beers, ciders, spirits, sodas
and mixers, making brands successful and consumers happy.
To learn a little more about the
faces behind the business, Pure
Spirits reached out to a few of the
people who work in the field for
Imperial Beverage. We wanted to
know a little about their work and
insights in the industry as well as
their favorite liquors and liquor
brands. Granted, asking their
favorites was like asking Mom to
admit to one most-loved child!
But we did, and we also tell Pure
Spirits readers where these favorites are from. After all, today's
consumers like to learn more
about the spirits on the shelves
and in their glasses, too!

brett SANDSTROM
ACCOUNT MANAGER, UPPER MICHIGAN IN MARQUETTE COUNTY
Part of Brett Sandstrom's job is
convincing accounts -such as
restaurants and bars-to carry
Imperial products. And having
great products to promote makes
his job easier.
In his four years with Imperial, he has enjoyed convincing
accounts to replace a big-name
liquor for a craft spirit. And he
knows the sure-fire way to convince them. "The best part about
this industry is working with my
customers and sampling products
with them," Brett says. "The best
way to sell spirits is to get your
accounts who aren't familiar with
craft spirits to sit down and taste
them and talk about them as we
sample. Hands-on with these
items goes a long way."
Oh, but he adds another level
to this strategy, too: sampling with
a representative of the brand on
hand. "When you get a rep from a
company to come with and share
their expertise with your customers, it helps that much more."
The industry trend toward

craft cocktails work in Brett's favor
as well. "I see it firsthand in Marquette County, where accounts are
getting more and more into craft
cocktails and featuring them. It's
exciting to see Vikre [from Duluth,
Minnesota], Long Road [Grand
Rapids and Boyne City] or Iron
Fish [Thompsonville] on a menu
as a specialty drink."
When it comes to his own
personal menu, Brett admits
that one of his favorite spirits is
Jackson Morgan Salted Caramel
liqueur [Fayetteville, Tennessee].
"It's fantastic, and I've had great
success in the market with their
entire line."
His favorite liquor brand is
Vikre Distillery. "They have a great
look to their bottles," he explains,
"and their gin line, aquavit and
Lake Superior Vodka are very solid
products that stand out from the
others. I have no problems getting
behind this brand and selling it.
Their reps are just a phone call
away and will come into the market to lend a hand at any time."

SPRING/SUMMER 2019 29

MSA_Pure_Spirits_2019_Q2

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