Chapter 8: Distribution — Getting Your Beer on Shelves

You've brewed your beer. It's good. Maybe it's great. Now you just need to get it into people's hands. This is the part where most small breweries discover that making excellent beer is the easy bit. Selling it — actually getting it onto bars, into fridges, in front of customers — is a brutal, demoralising grind against a system that was never designed for you.