Listen as Tracy interviews Retailer X. Retailer X has owned a small liquor store for more than two decades and has worked with his fair share of distributors and Sales Reps. His anonymity is to help you the sales rep imagine he is on your route. Retailer X’s stories and insights are authentic and yet universal, tapping into the most important aspect of our industry: relationships. Our national industry is what it is because of the relationships we cultivate at the local level, like Retailer X.