So You Want to Build a Brand from Scratch

Innovation may be the lifeblood of the alcohol industry, but as the number of craft distillers and SKUs continue to soar, the path to success for new brands is starting to look like a Tough Mudder competition. For instance, as one of the top distributors in the country, Breakthru Beverage gets about 3,000 requests every year for new products, said Breakthru coo Lloyd Sobel.

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