With its four-county territory in southeastern Wisconsin incorporating special event venues such as sports arenas, concert venues and festival grounds, Beer Capitol Distributing Co. Inc., Sussex, Wis., offers enhanced service to these accounts during busy time periods, explains Aldo Madrigrano, chief executive officer of the company. For the occasions when Milwaukee’s Marquette University hosts a National Collegiate Athletic Association basketball game, Major League Baseball’s Milwaukee Brewers face-off against neighboring team the Chicago Cubs or a popular musician is performing in town, Beer Capitol’s fleet is ready to help its accounts serve their thirsty patrons.
When peak weekends hit, Beer Capitol has its draft delivery drivers running extra routes of pre-chilled kegs, plastic and aluminum bottles as well as special orders to its special event accounts. Although most of the customers’ needs are computer-forecasted, the wholesaler makes sure to run day-of event deliveries for on-time service and on-the-spot replenishment, if necessary.