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Beverage World - North Star O&W, Inc.

Wednesday, January 12, 2011 3:41 PM | Anonymous

North St Written b Tuesday From con system. S more atte O&W Inc Kit Morge back to t (its name his son-in the comp cover Washten corner of Corona, of smalle cases. O&W als consume used to b Twisted T Recent b says that time, smo think afte opening young pe Undeniab wherever tar by Conrad Lu , 02 Novemb nsumers’ pe Shoppers kn ention to the c. of Ypsilant eson, VP of he mid-20s, e has change n-law, Jame pany its nam naw, Livingst f the Great L Mike’s Hard er imports an so is making er tastes and buy premade Tea due to p business tren t the public i oking laws w er the big cra back up, and eople here a bly, many to r it can–and umm ber 2010 09 erspectives, b now what bra e product in t ti, Mich. is tr marketing a when Willia ed to Old To es O’Kane, w me. Since the ton, Wayne Lakes state. Cider and H nd craft beer inroads in h d pocketbook e mixers see price concer nds in Michig s still consu went into effe ash, things h d the auto in and creating owns in the s the list of ch :08 beverage dis ands they lik their basket rying to shift, at O&W, say am Seegert o own, but it’s who in turn b en, O&W has and Monroe About 70 pe Heineken ac rs accounting high alcohol ks. With the em to be mig ns with liquo gan have no ming, but se ect on May 1 have settled ndustry is ge jobs.” state have be harities and stributors ar ke and wher than who pu , one custom s her compa owned a tave still there). H rought his s s acquired o e counties, w ercent of O& ccounting for g for the res content bev recession, M grating to dri ors. ot been friend eems more p 1 that have c down a little etting better. een hit hard nonprofits it re often the i re to get them ut it on the s mer and one any has bee ern called th He eventuall son-in-law, H other distribu which stretch &W’s busines r another 10 st of its more verages, part Morgeson n inks along th dly to the be price-sensitiv changed one bit,” she sa There’s fina , and O&W t supports is invisible tier m, but they a shelf. It’s a m community en a staple in he Union Ba ly passed hi Hugh Wanty, utors and slo h across the ss is now Mi percent, an e than 3 milli tly due to ch otes that co he lines of S everage mar ve than befo -premise sa ays. “Plants ally an emph is stepping i impressive. in the three also tend to mindset that at a time. n the area da r in Ann Arb s business o onboard, gi owly grown t southeast iller, with nd a smatteri on annual hanges in nsumers wh Sparks and rket. Morges ore; at the sa les patterns have been hasis on kee in to help . Besides -tier pay ating bor on to iving to ing ho son ame . “I eping sponsoring larger efforts like the Ann Arbor Summer Festival, Habitat for Humanity and Food Gatherers of Washtenaw County, it is also a sponsor of University of Michigan’s Mott Children’s Hospital and has supported local theaters that have struggled to keep their doors open. Besides its staggering list of charitable works, O&W is turning to the Internet and social networking to raise awareness of its role in the counties where it operates. With a new website and a Facebook page with a surprising number of followers, the company is making its web presence a priority. As Morgeson says, “That was our goal this year, to make sure that people know what we do.” Part of O&W’s justification for promoting the three-tier system is the public health benefits it allows. Recently, a tainted batch of Labatt elsewhere in Michigan was taken off shelves within 24 hours of the discovery that the bottles posed a risk. In addition, Morgeson argues, passage of the controversial CARE Act (H.R. 5034, currently in Congress) would strengthen distributors’ role in beverage sales, and has the potential to keep children from ordering alcohol drinks online. “We touch every part of the community, and I’m really proud to get the message out that we employ over 100 people with good-paying jobs every year, health benefits, retirement programs, and we’re local jobs that can’t be outsourced,” says Morgeson. “I just wish that when people picked up a Miller Lite, they wouldn’t just see it as a Miller Lite, but they’d think about how it got there, and all the people that touched it.” 

CONTACT

332 Townsend Street
Lansing, Michigan 48933
Phone: 517.482.5555
Fax: 517.482.1532

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