Sherman Mohr

but we are getting very close to being able for a distributor and a supplier it's a little tougher on the retail side because those pos systems aren't feeding directly into the software that are used by distributors yet so it's a little bit of a delay but you were very right it is close to being able to know in real time our brand ambassadors can go to a store after go to the the management after they're sampling for three hours and know

exactly how many bottles were moved during that three hours.

When we send our people in to do what are called activations for

wine and spirits brands, then our people are indeed trained on how to do that.

So you can imagine a wine supplier sending us in for a demo or an education event at a restaurant where, you know, we've got an allotment of 100 glasses to customers that night, just as complimentary.

There's so much money invested and people don't understand the complexities behind getting a product demonstrated, do they?

It is quite complicated when you get right down to it.

Yeah, that would be one.

First of all.

When you do work with a supplier, they have realistic expectations.

When I say supplier, I'm meaning a brand owner of any kind.

They have realistic expectations.

If the price point is a moderate price point for a bottle of wine, we have people that'll move anywhere from 12 to 36 bottles during a three-hour period.

Depends on the foot traffic.

And that's not a real challenge.

With spirits, it's a little different.

Maybe 8 to 12 bottles of vodka is a good outing.

But what is so interesting about all this is...

It all depends on the store and the experience people want to have.

There are certain stores in Texas where there are little wine psalms for us to run the wine department in the grocery stores.