Beer distributors, through their distribution, merchandising and sales support, add value to the beer delivered to retailers. Beer distributors increase the efficiency of beer distribution by reducing the number of transactions required to sell and deliver beer to retailers. They also act as a valuable two-way conduit between brewers and retailers for market information. Working together, brewers, distributors and retailers achieve a high degree of integrity and responsibility in the beer industry as they deliver a quality product to their customers.