PEOPLE
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PUSHIN' BOOZE
The life and work of men who get to drink beer and socialize on the job
hy Anne Weltmen
the final round. The pressures on and $50,000 might be at stake. Monica Leeker sets down her Burd Light and steps back. She then lights up a stage at Johnny's Tavon, 40. N. Second Lt. Leek faces her opponent with her entire body and on the count of three, both players round one of their fists before hand. Each hand times three and then.
The Rock, Paper, Scissors tournament sponsored nationally by Bud Light was more than just a friendly competition; to sales managers for alcoholic beverages distributors, promotions like this tournament are a part of the job.
On premise sales managers for local alcohol distributors say that while their jobs are full of challenges, they don't time it, they're not always easy.
There is only so much space in a bar and there are endless possibilities of what alcohol to fill it with, jose Burnett Glazer of Kansas on premiere of 'The Catch' that where he comes in.
On premises salesmanagers of alcoholic beverage distributors put a lot of effort into marketing and selling alcohol. They can see their efforts when their products are sold in bars, restaurants and liquor stores. Making an impact is important, but the battle, but generating brand loyalty is another matter. That's where promotions at bars give
away pins, T-shirts and other prizes come in. If the customer doesn't already like the product, a salesperson can tell if the promotions work.
Leiker, a Hutchinson fourth-year nursing student, says it did
ON-PREMISE SALES
ON-PREMISE SALES MANAGERS FOR LOCAL ALCOHOL DISTRIBUTORS SAY THAT WHILE THEIR JOBS ARE FULFLOL OF FUN AND SOCIALIZATION MOST OF THE TIME, IT'S NOT AWESY EASY
work. She ended up winning the tournament at Johnny's on Jan 19, and says that promotions that get people involved rather than pass out free stuff are a lot of fun. They get people involved and raise the energy in the bar She would probably buy Bud Weir if it wasn't already her beer or choice, she says.
"Really?" How many of those T-shirts are you going to wear? They're usually extra-large 's. You have a big competition, a big competitor."
Not so much fluff
Alcohol distributors compete for business and space on the shelves behind local bars, in restaurants, liqueurs and stores, in warehouses or on accounts, or places that distribute tells varies for each
company,but the number ranges from 45 to 60.
Managing these accounts, sometimes doing inventory and submitting orders to the distribution center and supervising promotions are all common tasks for an on-preme sale manager Glazer's most well-known alcohols are Jagermeister, Jack Daniels, UV Malibu, Stolz, and New Belgium. Burnett says Glazers has around 5,000 bottles, wine and liqueurs to sell. He suggests that you home base in Lexan. Burnett specializes in beer and spirits, he says, although he is jointly responsible for the Quinton's wine night promotion that has been going on for a few years.
"On-premise sales is key to the liquor industry," Burnett says as he take a sip of his beer and sits in his leather-backed bock stool at a table tall near the bar at the Yacht Club, 500 Wisconsin Dane. You won't be able to compete with bars on shelves."
Burnett showed off one of his latest accomplishments at Yacht Club. pointing out a sign on each table that said various flavors of UV Vodka were proudly served there now. In a smaller bar at a restaurant, there is usually room for variety he says. A sake is available, and you pick one brand of flavored vodka to carry; Smimoff, Grey Goose or any other brand, but it's UV for Yacht Club.
Bryan Miller, a manager for Jawhayk Beverage, which sells Coors products. Palst and Bouleauer, in is charge of 45 accounts. He does promotions in bars, on premise sales to the bars and makes sure that his accounts are fully stocked. He comes by each bar every week multiple times to check the inventory and what needs to be stocked. He make sure all the neon signs and posters given to the bar for display are in pristine condition, and installs and replaces them as needed. He's pretty much the only lionace between his
company and the accounts.
Burnett is in charge of 60 accounts, sells beer and spirits, and sports, and marketing of the products. inventory and restocking is not handled by him, although he does it.
bar he's already at as a favor
Getting to know new people,
making friends with clients,
bartenders, bar managers and
owners and getting to go out
and socialize on a regular basis
are all perks of the job.
None of the men have any real complaints. Burnett says it is a demanding job with sometimes
inconvenient hours for a family man, but he was happy to do it 'o pay his bills.
Destined to sell?
Burnett and Miller do not think their careers as sales managers are permanent. Burnett says that he's been in the business for five years between his time working for Budweiser and then at Glazer and its beginning to wear on him it's a 40-hour work week plus nighttime promotions at Budweiser and has a 3-year-old daughter.
so he may not stay in a college town forever, he says. "You city like Kansas City would be ideal because he could continue his job, but the older crowd wouldn't attend night hours."
Miller, a 2004 KU graduate,says
he never really planned to do the job he he's done being; he only knew he was sick of architecture. Hed been working for Coca-Cola now. He is now for Jayhawk Beverage, but got the job through a friend who was taking over another position and recommended him for the job. he's the ideal job for Coca-Cola, but it's the ultimate goal is own a chain of
Monica Leicker, Hutchinson four-year nursing student, won the Rock, Paper, Scissors tournament hosted by Bud Light at Johnny's Tavern a salesman taught Light the brakes as players were eliminated from the tournament.
restaurants like his grandmother does in Chicago, but he thinks he'll stick around for a while first
Mike Bouneuf, a team leader for O'Malloy Beverage of Lawrence, moved to Lawrence from Tulsa OKa, to start his new job working for his stepfather this past November Before he worked for Anheuser-Busch for three years. For Bouneuf, it was the first time he will be working for O'Malloy Beverage until he retires.
Six months from now, Leiker will be competing against winners from 23 other promotions in Lawrence for the city title. If she wins, she'll get a free trip to Las Vegas to compete in the national tournament for a chance at $50,000.
Six months from now, Mike Boueauf will be overseeing the sales and distribution of Anheuser-Busch products at O'Malley Beverage. But from now until then, he will be working hard to get many more like Leker involved in one of the programs he uses selling film to students and bars to bars.
02. 01.2007 JAYPLAY < 11