Background As the Anheuser-Busch wholesaler for seven West Michigan counties and Western Wayne County, West Side Beer Distributing of Romulus, Mich., distributes to 3,200+ retail customers. Armed with a delivery fleet of more than 70 trucks, the company uses a segmented sales and delivery system to offer highly custom- ized service to those customers, and has been fulfilling that commitment since 1933. West Side Beer has consistently grown in

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