Ep 002: Billy Deluca

Billy Deluca grew up in the industry of selling beer, and he has stories to prove it. Now the Vice President of Sales for Manhattan Beer, Billy oversees the boots on the ground team, and does so with passion and commitment to service. Like the many great beer sellers in our industry, Billy is a people person, and credits who he is to the many great influences in his life. Listen as he shares stories and great insight for how distributorships and beer selling teams can sell more beer,

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You know let's face it guy. Man or woman owns a bar in that fifteen hundred square feet is his entire life. Yeah every bill they're going to pay college tuition food for their table clothes for their back for their entire family is going to come from that bar.

I am not to fill a basket. You're Mr. Lebowski. I'm the dude.

Yeah I tell you what. You can take a good look at what was asked by sticking your head up there. But wouldn't you rather take his word for it. Tell him we need all the freakin chips Kip. The. Don't be jealous that I've been shown online with names. All day. We have a pot in the back with a pool and a pot of coffee. Good for you

Welcome to the ISO beer podcast with Tracy Neil a production for sales reps and distributors who are driving around all day selling beer and the official home of the ISIL beer nation Facebook group. And now your host the nineteen eighty nine winner of the John M. Studebaker Wheelbarrow Race in hanged town California Tracy Neal.

Good afternoon. Good afternoon. How are you. Very good yourself. Good. Very good. All right. So as you know we're going to talk kind of about your career and we're going to focus it back to really kind of your first day on the job in the industry. Right. My first day on the job. But before I get to my first day on the job me also ask. When you were a kid what did you want to be when you grow grew up. Journalists sports right. Specifically sports writer. Yeah yeah. I. Teased when I was maybe

Ten or eleven years old I used to watch the Yankees when I'd come home from school. They were on one of the local stations WPI x

And I had afternoon games back then. And I used to shut the sound on the TV. And I had a little tape recorder my grandfather gave me and I used to record the games and I would announce the games and then play it back when the game was over just to hear myself and I remember back then I used to count like balls and strikes and write it down on a piece of paper. I was always like a statistician for things that they keep track of now before they even kept track of them really.

So what age is this.

I was probably eleven or twelve years old at Sixth and seventh grade. Back then I guess a Yankee. Most of the games were in the afternoons. I'd come home from school I'd watch the tail end of the game. I remember saying Oh it's a bright sunny day here in the Bronx and go on to announce a game. That was it's always been my. My passion. Well I'm a huge baseball fan to begin with. But I guess probably up until the time I got to college I took a couple classes in communication and journalism and then. Ended up in sales which was OK OK.

And did you start off in the beer industry or did you have a career path to getting into the beer.

So I started my first job was in the beverage industry not care.

And I worked for Pepsi Cola for the Harnick men's in New York City 30 years ago. So I was 22 years old. Gonna be 23 years old. That was my first job working for Pepsi on their blitz team. And basically let's team do. Yeah. You walked in and out of territories that they were surveying. And there was no computers back then certainly not laptops that you walked around with. Everything was done on a sheet of paper and it had all of the Pepsi products and packages and all of the competitive packages and you basically went in and you went over to the cool box and you started tallying up what the distributor had in distribution verse competition and then at the end of the day you tally up all your sheets all manual no Excel spreadsheets and you would see what type of job they would do inverse their competitor and you'd set standards for them on things to improve on. And when you when you finished his entire route you had sort of a business review and then 30 days later after the distributor had time to work on it with you you came back and see the improvements you made. But I remember walking into bodegas in New York City in some inner city accounts and it was quite remarkable you know back then it was wide. I mean I don't think I'd been out of Westchester County my entire life up until I got a job from Pepsi Cola and walking into some of those bodegas where it was a real eye opening experience. But today it's it's part of who I am it's part of my life. I mean I just wanted more time in New York City in city than any other channel and neighborhoods that we do business in.

So we grew up in Westchester County. I grew up in Westchester grew was born and raised in North shelled New York. OK. It's just a county and I make it seems like my California geographical education whereas that relates 25 30 miles north of the city.

Ok. And I make it seem like the suburbs but it was not we lived in tenement buildings there. So I was not. Not naïve to tough neighborhoods I grew up in a tough neighborhood. But certainly like bodegas and all that type of mind it was very different. You know I only spoke one language English and not well but I mean walking into some of the bodegas everybody I spoke Spanish or different languages. So it was there was quite an eye opening coming from a very tight knit community in New Rochelle.

So what was the what was the decision that led you to go towards beverage sales as opposed to continuing your passion towards journalist sports journalism. Well I had to get a job

For one. I just thought very probably after my first year I didn't think you know journalism and broadcasting was. You know going to be a possibility. I sort of took the safe to business and management courses and ended up leaving Iona College and looking for a job and a friend of mine had a job at Pepsi-Cola in a different not in sales. And rhythm and called me up to say the hiring a very very entry level position. It's on this team that goes out and surveys accounts and it's probably really boring but you know give a shot. No and No I didn't. I actually got really comfortable with distributors because I saw distributors as really hard working individuals I come from a very middle class hard working family and neighborhood. And I saw these distributors the same in the same light. They're all hardworking you know guys that were on a truck every day out selling cold weather snowy weather rainy weather. I was the job. Yeah. These guys look like their regular guy. I put my pants on the same way they do in the morning and they're really successful and you know I aspire to be a distributor at some point you know at one point. And over time I guess that that changed. But the other thing I. I got really comfortable with is calling on customers whether it was a bodega or green grocer in Manhattan or an on premise no.

I know I know what the Big Dig is but some of our folks are listening on the podcast may not. Can you explain the definition of a bodega.

Yeah bodega is a new york city and not only New York City but a an account that's in a multicultural neighborhood sometimes not the best neighborhoods but a bodega is no different than a small grocery store where it's owned by an individual and his or her family and they generally are in neighborhoods at the bottom of buildings or on the corners where there's a lot of housing projects and people go to that bodega and it's run like a real family operation. So little about grocery little bitty Deli Deli beer all cigarettes you know plenty of Noack rice and age staple items. And the difference between a bodega and you know say in a path mark or a king Colin or supermarket like that is if I didn't have money and it was Wednesday or Thursday I could still go and pick up a few groceries and the bodega owner would write my name and the dollar amount that I ordered menu taped to the back of his counter. And on Friday when I got paid I went in and paid him for Atlantic family credit. It's a family credit day they know you know family owned the business for years. Families that shop there had lived in the neighborhood for years and it was you know the honor system.

Now I'm going to come back to your first day on the job in a minute but what we're talking about bodegas I know bodega is a particular trade channel that you track here and man out here you know off the top of your head how many bodega accounts.

So we had we do business with about 12000 off premise accounts. There's probably thirty five hundred to four thousand bodegas. Okay. And it's not only New York City there are bodegas in Westchester County Putnam County the Mid Hudson Valley out in Long Island but 80 85 percent of bodegas are situated within the five boroughs of New York City mainly Bronx Manhattan Upper Manhattan and Queens one of Bodega style stores in downtown San Francisco.

Yeah. I have experience we just didn't call bodegas.

Yeah you can call three corner market corner market and just corner my same thing bodega has a little more flats. New York City flat.

Yeah. Okay so going back to your first day on the job how many years were you on the Pepsi side before you came into the beer side of the business.

Yeah. So I was with Pepsi for two years or the one point I wanted to make about hitting a comfort zone was not only the people at Pepsi that I worked alongside like these distributors I was referring to. But also the customer base you know to me I found a real comfort level communicating with

Bodega owners bar owners board manages supermarket managers because again you know growing up you know very middle of the road I saw a lot of hard work come from my family. And so it should be that same type of hard work and dedication loyalty coming from those business owners whether it is a bodega or a supermarket manager you know let's face it guy man or woman owns a bar in that fifteen hundred square feet is his entire life.

Know every bill they're going to pay college tuition food for their table clothes for their back for their entire family is going to come from that bar.

So hardworking individuals very invested in making good decisions and doing business with you know manufacturers and suppliers that had common interests. I just to me that was a perfect fit for me right.

It's sort of similar to your upbringing.

And you know I used to bartend when I was going to college. You know I had newspaper roots growing up in old job cut lawns and stuff. And also to me I was no stranger to working really hard and getting rewarded for it. So it's similar to and you know whether you're in New York City Nevada or you know California I think the same applies those people that own those independent businesses or solid working individuals that want to do the right thing for their family and business. And if we go in there with that same mindset to help them do the right thing think going to have a good relationship. I would agree. Looking back I would tell you that's

One of the reasons why I never left this industry from the day I got into it. It's 30 years now already seen. It's hard to say that it's 30 years already just doing the same thing. And get to second party cause I started with Pepsi Cola. I was there about two two and a half years OK. I went to work for Gallo wine. And while I worked for Gallo wine I sold bottles and James and he was selling bottles and James to Manhattan Beer who was my distributor for bottles and James is when I met Simon Bergson. And he was. Operating owner.

So you were a supplier. I was representing them Bartels and James Brown correct.

Simon Mann had beer was their distributor. And both times it was a very different dynamic here. We operate out of one building today we operate out of five. They probably had 50 employees today we have three thousand employees. Back then I think if we did twenty five million dollars in sales it was a lot today. We do one point three billion dollars in sales so

You actually started on the wine side of the business I guess. I did. I did but I never actually sold wines. I was on the balls and James team. Okay. And the boys and James was using beer distributors they were using beer distributors in the appendix you know selling the four packs to supermarkets here. Okay. And that's how I met Simon and

We hit it off almost immediately. And he probably after about a year and a half or two years he said you know we back then Corona started to take off. He just grabbed the Roman rock brand. He said I'm trying to build my organization. I'd like to get some. Some good hard working individuals who know the supplier side but also not afraid to get their hands dirty. You know you seem like a real New York City kid. It doesn't seem like you want to be relocated because that was Gallo's big thing. You know you work in New York. I work anywhere for a year or two and then they relocate to some godforsaken city you know across the country and for me that wasn't the answer I had deep family roots. I was taking care of my mom my brother. So I just said Well that seems like a great opportunity.

When do I start. You know I just remember your first day with some of the other women in on the bottles and James side or coming to work for Manhattan Beer either one. Yeah. So come on and give us a time frame what year are we in here. So now I'm with Manhattan we twenty five years. This Saturday as a matter of fact. Which oddly enough is my son's birthday. It's also the royal wedding too. That's right. Can't get away for that. There's a royal wedding. It's called my son to make sure they can use his birthday. Okay. A wedding. Okay. Twenty five years. This Saturday. So twenty five years so. So you remember main idea 25 years. Yeah. Nineteen ninety three is when I started that men and beer

And my son. Well that may 19th he'll be 15.

So add in ten years if that man and beer but may 19 is funny date. Right. And my daughter now tells you how fast time flies.

My daughter just finished a first year Boston College and she started an internship here this week at work.

Yeah. So she's starting twenty five years after I started following in dad's footsteps on the road and I hope not all in my footsteps because I took a couple of detours a lot detours along the way I don't want her to think we all have we all have but my phone's that men and beer was quite amusing and I'm not sure it was the first day the first week but I remember being handled handed a rulebook and you know we didn't have the structure that we have today.

So I remember calling on supermarkets because that's what I did four bottles and James I also called on headquarters. So Simon said OK we got you know D'Agostino was red apple slows Food Emporium war bombs they're all in New York City go call on the headquarters see what you can get authorized see what you can get you know in the sales plan or in the circular and then go to the stores and start selling and that's basically what I did and went knocked on Yo John Catsimatidis door you know he owns Red Apple and Sloan's at the time probably the biggest retailer in New York City had one hundred hundred and ten accounts and I went in there try to sell Corona and Rolling Rock and Genesee and calling black label and then from there go to the stores and say hey next week I'm going to be in a circular.

I'd like to send the display to with the national accounts guy and the local rep. Yeah yeah. And so it goes through the national accounts team for not getting the ad because I was that guy blame the street guy for not executing because that was that guy. You were both on both sides of execution. Yeah but so you were handed the rulebook.

You went out and you remember the first account you went into. Or do you remember the first retailer who really helped you out by saying yes.

Yeah. So the first retailer that I had a great relationship with was Morty Sloan. He owns.

Funny how we remember the names of the first guy I met my guy with Mike Davis at Chili's. Yeah yeah. And it's funny how you know I've met thirty thousand retailers in the last 20 years. You ever forget Mike Davis. Well I still see Morty. OK Morty what was money the last thing in Morty Sloan.

Ok Morty SLOAN He was the guy that associated R and W was the name of their back then. Today they're called Morton Williams and he operates about 15 stores today in New York City.

Very profitable high end beautiful clean stores.

It was his father's business. He took it over and really took it to the next level. But I remember Morty being a really big supporter. I called on him when I was with Pepsi. I called on him when I was with Gallo and then I called on him. Manhattan Beer products. And when I see him now I remind them every time that he is my

Oldest not an age but my longest customer friend relationship I have in a business that's great. Yeah. Yeah. It's amazing.

Was there one particular thing that he did for you early on.

Or it was just fair he was fair. Yeah. You know you gave him a good price you gave him a good serve as good product and he was good in return if he shook your hand and said You're going to have twenty five cases in display on display in all my stores. He shook your hand he said the word down to the stores like clockwork.

You got it. To follow through. That's great. Yeah. Great.

Who else would you like to give a shout out to maybe somebody that helped you really develop some of your talents in your earlier years. Yeah. Who would you like to say was somebody that really helped you was responsible for some of the successes that you've had.

And so our largest customer in New York City in the state of New York and probably the largest customer for all beer brands in the United States is single operator single store operator is flair beverage in upper Manhattan 207 street flare beverage flare beverage a home d in New York City a wholesale and retail home day.

So for the listeners explain what a home D is so a home D is a place they sell only beverages some chips some salty snacks but for the most part if you need a beverage from water to some obscure brand there is a place to go to they care as a home d they can also sell to other retailers they can also sell to other retailers. They basically have the same license I have but they don't have franchise rights because they don't have agreements with contractors but they can buy my entire book and resell it to any bodega or bar or restaurant that wants to buy product from them. The advantage they have is they can buy from me they can buy from the Bush guy. They can buy from any wholesaler that sells any brand. OK so this is what we call the fourth tier. That's the fourth here in New York City. FULTON There are retail home these that only do retail business. They act very much like a supermarket or a 7-Eleven they'll do wholesale business. This particular customer does both. And. To put things in perspective he'll sell just our portfolio three million cases his whole business is about six million cases which is the size of an average wholesaler anywhere in the United States. Wow. Yeah. His business was started by his father Ernie Gagliardi.

Today his son runs it. Ernie passed away about eight or nine years ago. Paul Gagliardi runs flower beverage today. I don't know the largest single store operator than him anywhere in the States and I know there's nowhere close to his business here and in New York but I would tell you my relationship started with his dad Ernie who was again very fair guy hard tough you know but would take a liking to certain people particularly younger guys coming up in the business. Who worked hard but also had a certain respect for the industry and respect for customers for whatever reason his his dad took a liking to me and I would sometimes sit for hours upon hours in his location they're just trying to understand the dynamic of his business and how we could interact with ours and as I became more seasoned in the business we'd be able to debate a little bit about you know what was good for his business good for mine what may not be good for my may be good for his or vice versa. And I think there was a mutual respect that we had. But I always looked up to Ernie and still have a great relationship with his son Paul today. I would consider him one of my

Top five friends. I can only count good friends on one hand and three on that hand. His father would too

Early on but I owe a lot of my success my knowledge in the business so to the street knowledge. Oh yeah. They're not going to tell you anything about how many be user in a beer but they can tell you things about New York City you're not going to learn in in any sales journal sales manual or certainly not going to be able to find it in any encyclopedia but they can tell you things about New York City. It's vital to know if you're going to be successful here. So that's a good father son combination Ernie and Paul Gagliardi. They operate flat beverage on 287 street and they got quite the business model and quite the operation. They've been very successful here for a long time. That's great. Yeah. Well it's good again relating to them hard working family. They only work seven days a week seven seven days a week 10 12 hours a day every single day his son is the same way unless they're away on vacation. They're in that business from 8 a.m. to 8 p.m..

So I appreciate people like that that's great. Good. If if you were forced to take 30 days off. And not be involved in the business at all

What would Billy be doing. I don't know. I've never had that. What would you do. I've never had that burning desire to take off. I get the feeling that's why I ask the questions I get the feeling that what you told me about the father son combo flair I get the feeling you're kind of the same way. I won't tell you I will tell you that I know I never want to take 30 consecutive days off.

I don't think I would be good. Being away from the business for that long. Okay. Good. Mentally until I'm ready to retire. Which one day I will retire I'll be able to to walk away when the time is right. But I will tell you today I enjoy vacations much more than years ago.

I now my children are older my sons 15 my daughter is gonna be 19 in August. Family vacations are terrific now family vacations when they were smaller you know will probably five or six days. Now they're ten or eleven days and ten or eleven days are not enough.

You know I would love to spend more time on vacation with my family. Weekends go by too fast. Now they couldn't go by quick enough years ago. But I think that's just part of a life cycle as you. Become older and priorities change somewhat. Yeah you know I can I really appreciate time with my my wife and my children away from work so a little bit of a mindset change really which I quite honestly I'm not pushing back on I I enjoy being away to the thing I've been blessed with as. I almost dropped the F bomb on you. The thing I think I really appreciate is I have an unbelievable team.

They just hardworking individuals dedicated loyal. Anything anyone any leader could ever ask for.

I have. So if I decide I want to. Take on Friday and Monday I give away the long weekend with a really clear head knowing that this place is going to run like a top without me. If I decide that instead of a one week vacation we want to go to. Some place and spend two weeks I can do that today would a really clear head. I think it's a mindset change that I have about being able to step away knowing that I have a really terrific team in place the best team I could ever ask for. So it just that's great. Yeah. So I don't know if if I would want to step away for a month until I'm quite ready to retire.

What do you think. Going back to having a great team. What do you think won. I mean there are all kinds of business books on you know the great things that make great teams. And I know some are somewhat cliche ish but because you have passion for this team what's the one thing what's the one element that either you have tried to instruct in this team or has been instructed through you and through your other leadership members here at Manhattan Beer.

One thing that makes your team special that they have to match the level of passion and intensity that I have. And if they do we never have a problem. The passion and intensity Yeah I mean I mean for me to wake up every day want to come to work to want to work hard to want to be successful.

This company has been through a lot. Acquisitions merges a lot of trials and tribulations along this side has been in business 40 years I've only been here for twenty five of them. But we've had a rocky road at times and still you feel like coming in and just continue to push and grind and I know that every one of my senior team leaders and their team leaders feel the same way. And that's what makes to me makes life and work a lot easier.

You know what out there seem I don't get me wrong I haven't had a perfect team over the years we've had situations where we've had senior leaders not match the intensity of everyone else and it doesn't work out for that individual but to me to be on that senior team you have to match everybody else's intensity. You have to match. That. Match everybody else's passion for the business and passion and loyalty for Manhattan Beer to be successful. Okay. A lot of people don't realize this but. I'm sure they do people that have been in the business. But you know today people don't realize that we were a struggling company for years. Until a certain point in time when we turned the corner. And. Became profitable like real profit. We know at times I remember Simon saying hey listen just tell your team hold their checks until Monday. You know that's. That's that's the defining line of being successful

When I'm sorry. From profitability and real profitability yeah you can say oh yeah we're a profitable company. But you know there was some really tight times early on. Cash flow is critical. Is a cash heavy business imagine you know telling a 25 year old. Friday night gearing up ready to go out they don't cash check until Monday. You know I just want to be sure that it clears up. But that's how that was the fine line that Simon was able to navigate through. Had the vision to get through and then we've been lucky along the way don't get me wrong we've had an unbelievable array of brands portfolio brands that. We've been able to do some good things for the portfolio. But these portfolios have really responded I mean we have no of course wholesaler where a constellation wholesaling we've been. For many many years we've been a constellation wholesale Simon was the one of the first distributors to have the brand on on the East Coast and

We've been a MillerCoors distributor since 1988 like 1998 sorry. New Belgium Belgium of recent the last three years that's three and a half years already but Boston Beer first distributor for Boston Beer.

And we've had much success not only with the selling of the brands but really creating a bond and a relationship with some of our supply reps and the owners of some of these portfolios and brands. I think Jim Cook. And how far back our relationship goes. You know you think you guys even before constellations acquiring you think people like Carlos Alvarez who ran gamma brain isn't that done phenomenal phenomenal job really. Yeah. And taking that portfolio and making it what it is or having the ability to make it is what it is today. And I think back at some of the MillerCoors people that I've come across over the years you know starting with Pete Coors but you don't call Barnhill and you know Ed McBrien who now is our Chief Operating Officer and Andy England and some of the great relationships that were formed with that that that that group of individuals. But yeah great.

You can get really nostalgic in the beer business you know. Yeah it's almost like a

To go back to my original passion it's almost like a baseball player looking back over his career and you start talking about all the different players you played with in some plays you played again. We've had a very like I like most markets a very competitive Anheuser-Busch network of distributors here. Got the utmost respect for you know if you think about some of the families that we went up against here and your Clare rose out on Long Island Bird and Magic Channel right. You ever met. We made Hudson Valley our Dana Duchess Bert Illini Union the Sheehan family in Brooklyn. And then we operate against the branch here in Manhattan the Bronx and Queens. So you know in all 14 county footprint we go up against six wholesalers. It used to be seven. We go up against six but wholesalers one of them being the branch. Yeah and no. And those family businesses that I mentioned Clare rose and Shane's Dane and Duchess Berta Leni they're as passionate and competitive as we are. You can imagine it's a dog fight.

Yeah it is dog fighting. That's that's where the reasons why I want to do this I get you up in the morning. It's one of reasons why I want to do this podcast. Yeah you know I mean like I didn't wanna do a podcast about. Drinking beer. Yeah there's other there's other people doing that. I didn't want to do it because I haven't drank in eleven years.

I couldn't tell you. I didn't want to do a podcast on you know styles of beer because there's other people already do.

I didn't want to do one on the trends of the industry because frankly you know you can read about Yeah you can read about other other people that do that better than we do. But I felt like we had this network you know we've got this network of beer distributors in about 40 42 states across the country that use CPG data and now I sell beer and you know me being in the business for over about a 20 year horizon as well going back to 1994. I guess it's closer to 25 now. Yeah losing count Yeah I started here. I started 1994 and I just felt like you know what there's so many great. People in this industry and it's a people industry and everybody has a great story to tell. And all I have to do is say Tell me about your first day on the job. And the vault opens up. Oh yeah. You start talking about all these good stories your favorite retailers your best sale. Guys you worked with and why you're here so that's why I'm going to I'm going to close it out with go back to the baseball passion because I really like the way you said I've got this image of this 12 year old boy you know it is it is room and I don't know why I'm picturing you in bed because when I was 12 I used to listen to San Francisco Giants I would be in bed Yeah and I would have my little clock radio with my head sideways in the little cubby of the headboard. Yeah. So do you have a memorable game that you remember doing with the universe any one particular game or something amazing happened or maybe it's a World Series or playoff or a super homerun.

Remember it was obviously I remember that Chris Chambliss homerun 1976 game five against the royals. We're in the bottom of the ninth tied and he leads off the inning and hits a walk off home run to send the Yanks to the World Series for the first time in cheese to be a 20 years right. So in 1976 that was and then they ended up losing four straight to the Cincinnati Reds. But it was a turning point for the Yankees when I was a child. Okay right so 76 first time back in the playoffs. They make it to the World Series gets swept by the reds and then 77 78. They go on to beat the Dodgers back to back World Series. I would tell you that's a very memorable game but a memorable game that I was actually at. And I used to go with the boys club of New Rochelle. They used that we used to sit in what is called the Con Ed seats. Con Edison is the electrical company here. And if you went with an adult you got one pass anyway able to take five kids in and we used to get those passes you were a kid. Yeah yeah yeah. I was a ten eleven maybe ten eleven twelve years old. We used to go. In one particularly and you had to sit in the bleachers in left field and able to con edison bleachers.

Con Edison bleachers Yankee Stadium yeah yeah.

So kind of like I say it was the electrical company here and I guess we're a sponsor of the Yankees. But I remember we were playing a double header against the Cleveland Indians and I went with one of the gym teachers from the boys club. And five of us went and doubleheader. Not like a day night doubleheader like they have today where you have a split game.

This was a doubleheader soon as they finished the ninth inning they went inside air drink one and it came back out played another game empty the stadium just say oh the same people stayed and here was a both Yankees back then.

Shit that had to be. Yeah they were pretty 73 74 pretty lousy team when a lot of people at the game. So for the second game we were able to sneak into what are referred to as the box seats.

Legend seats today but back then it would just call boxing okay. So we were about three rows off the dugout. And for the second game against the Cleveland Indians. And I remember just being here the crack at a bat being so close and seeing the players come often chewing spitting tobacco was really close yeah. It was really quite. I saw something that they had never seen before and I'd never seen since. But the one at first base on the Cleveland on the Yankees was stealing second and the catcher from the Cleveland Indians went to throw them out and the pitcher turned to watch the play and the ball hit him in the back of the head oh I've never seen that before and it sounded like a gunshot. My not like it. He was fine but if you think about you know how many times people stealing base in that direct line throw shooting the ball right over the pitcher's head. But I've seen five thousand games in my life and I've never seen that before or after. Right. If you think about it I don't think many people that I don't think others you I saw it live. The only time. Awesome. Pretty cool yeah.

Well it has been a true pleasure to share this time. Thank you for opening up and with me and for the listeners of ISO beer. It's been great. Just to get to know you better and you know thank you for your support of CPG. And I said beer if I can kind of close the informal interview. Do you mind giving us 30 seconds on what Manhattan Beer is doing with CPG did and I sell beer and how it's working for your.

Yeah. So I guess it's we're probably almost three years into our three years relationship and I remember Ed making the introduction

But yourself and Cameron coming in and introducing you know a really efficient way to track displays and reward all round sales people at the same time improving our display share feature. I think we you know we just finished a meeting where we talked about a twelve point improvement against display share a feature

You can do every year ten to twelve point improvement on this website which we find.

I think the reps love it right because it's very easy tool to use. It's you know a source of truth which is always important when you want to report report reward sales reps for good performance and good behavior. And our suppliers love it because we can go back and recap our display execution at a particular chain during a particularly and week for a particular package and show them in photos. Here's what we look like in these 55 stores. I think anytime you can have you know technology like that that is so transparent I think speaks you know speaks volume for a manufacturer or our supplier partners and internally has been a great tool not only to reward our people but to improve our execution which as we know will improve sales.

So what's the best tasting beer in America. Who cares. That's for the consumer to decide. And until they do you will keep selling them new brands every day as it just shiver sales reps. You can become a part of the ICL beer nation by subscribing to this podcast and using the hashtag. I sell beer in all your social posts. Also be sure to join the ISIL beer nation Facebook group and visit our Web site. Our industry is an up and down the street business where local relationships matter. I want to thank you for making me a part of your day and wish you good luck on the objectives for your next account call. In fact I know you're gonna crush it.

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