"The distributors have their own methodology," Van Sickle says. "We can't change too much about that model, but what we can control is any extra supply. If they're allocating 60 percent, then we have 40 percent we can distribute in a fair way to people who have sold this product in the past and the stores who have historically good sales when it comes to that particular brand. What that means, though, is that the extra bottles often end up in Portland because it has the highest population center."