Your promotional calendar is a gold mine. Are you leveraging it effectively? For beer and cider, summer velocity is predictable. For wine and spirits, Q4 is a known high-stakes event every year. For food distributors, promotional lift drives a disproportionate share of volume, and the cost of getting it wrong shows up immediately. The problem is most distributors are still planning with tools built for stable and repeatable demand. When promotional lift can run 2x to 10x baseline, a forecasting system that can't see those dynamics isn't just unhelpful, It's actively working against you. Join supply chain and purchasing leaders from Empire Distribution, Martin Bros. and Breakthrough Beverage for a 20-minute live discussion on what it takes to move from reactive buying to proactive planning across promotions, peaks, and seasonal demand without getting caught short, or sitting on excess inventory after the event ends.

james jenkins

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