The primary objective of Pacific Edge Wine & Spirits is to specialize and be innovative, not to just mirror other distributors throughout California but through innovation, break new ground on how a supplier is represented and how new specialty brands are built, encompassing all facets of the beverage alcohol business. The company’s overriding strategic objective is to move from the traditional distributor reactionary mode to a new pro-active brand building role. Our key account call frequency is designed to create a co-dependent relationship with our major accounts. This is imperative to our future growth. Pro-active, creative selling, merchandising, and key account call frequencies are certainly key in influencing key account activity. The only thing that is constant is change, and the California marketplace is constantly changing and presenting new opportunities while simultaneously taking away others.