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Lessons from the front line were presented at Craft Brewer's Pow Wow 2017 in Cape Town. It asks the question, "What is stopping you from selling more beer?".It focuses Beer's Journey after it leaves the brewery and speaks to three themes. Why beer stops you from selling more beer highlights quality control. How beer real estate and route to market cannot be just an after thought. Resources need to be allocated to selling the beer. Thirdly how brewers need to invest in the people. Both consumers and frontline staff need to be enaged in the brand story.