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manhattan beer distributors – world class beverages of manhattan

Beer Fanatics
With Manhattan Beer’s new division, the company is poised for long-term growth and expects to distribute 30 million cases of beer in 2008. By Fernie Tiflis
elivering directly to 23,000 customers in the lower 14 counties of New York – including New York City, Long Island and seven counties in the lower Hudson Valley – Manhattan Beer Distributors is not focused solely on developing beer brands, but on work force education and training. Education is crucial to Manhattan Beer, which employs 1,300 people, 521 of which are part of the sales and marketing team. Proper employee development has been the 30-year-old company’s key to success, notes Rob Mitchell, general sales manager company profile of Manhattan Beer’s specialty division, World Class Beverages of Manhattan. Manhattan Beer Distributors – World Class “We’ve been successful because of training,” he Beverages of Manhattan says, “and we continue to train at all levels because Proj. 2008 revenue: $600 million we know that at the end of the day, as long as we Headquarters: Bronx, N.Y. Employees: 1,300 (total) get our people better, we’re going to continue to be Specialty: Beer distribution successful in the marketplace.” Rob Mitchell: “We pick brands and styles that make sense.” Part of the company’s success is attributed to the specialty division, which was started in 2007. The divi-

66 food and drink • fall 2008 •


World Class Beverages, a division of Manhattan Beer Distributors, is focusing on providing consumers with “better beer,” including import specialties and American craft beers.


sion focuses on the American “craft” and specialty brands; these are generally smaller breweries with small volume, as opposed to a million cases at a time. This is a growing segment in the marketplace, Mitchell notes. “The [demand] for ‘better beer’ – import specialties and American craft – is one of the major areas where consumer trends are showing growth,” he says. World Class Beverages is part of the World-Class Beverage Network, a concept that was started by Jim Schembre of Monarch Beverage in Indiana. “He came up with the concept where there’s a sub-company within a company to help focus on an emerging segment,” Mitchell explains. “It focuses on [beer]

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