Summer is usually prime time for beverage sales. Whether it’s quenching thirsts during outdoor activities or being within reach for additional relaxation, many beverage companies forecast a boost during warmer weather. For Beer Capitol Distributing Co. Inc., Sussex, Wis., summer not only means supplying MillerCoors, Crown Imports LLC, Heineken USA Inc., Pabst Brewing Co., The Boston Beer Co., Mike’s Hard Lemonade Co. and many more brands for backyard barbeques and lakeside getaways, it also means supplying draft and portable packaging for local festivals, the Major League Baseball season and Milwaukee’s Summerfest, which is billed as the world’s largest music festival.
“We have a year-round staff that covers events because of the Bradley Center, State Fair Park and Exposition Center, Frontier Airlines Center and different things like that,” says Aldo Madrigrano, chief executive officer of Beer Capitol. “But really when you get to Summerfest and all the festivals that line up after that, in conjunction with all the games at Miller Park in conjunction with all the fairs and festivals of our churches and municipalities here, it’s crazy. We probably have one of the largest special event equipment groups probably in the Midwest, or the country.”