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2016 Vol :2
said, 'Why bother? That's a lot of work,'" Wilson continued.
"The same thing with export development – it's a lot of
work. It's very daunting. There are language barriers,
currency barriers, all of these regulations that you have to
overcome, but if you're willing to put in the hard work and
you're willing to grind it out, it's a real competitive advantage
for a company in the long run."
Besides, how else would Wilson discover that Gadsden
qualifies as an "exotic" locale?
"There's some extra label requirements associated with
China. We told the importer there, 'Look, we can redesign
Inset: Photo by BeRnaRd tRonCale – A recent export development program will take Back Forty beer to Canada, China, South America, the Caribbean and Puerto Rico.
