‘Family Businesses Distributing America's Beverage’: managing government relations in the National Beer Wholesalers Association

Abstract

AbstractOver the past decade, America's National Beer Wholesalers Association (NBWA) has transformed itself from an organisation lacking much political influence into one of the most powerful interest groups on Capitol Hill. The NBWA has been described as “the toughest lobby you never heard of” (Birnbaum 1998: 148). Its strategy over this period provides an ideal case study of how to manage government relations within a trade association. It demonstrates the importance of establishing and implementing a measurable strategy, maximising the impact of a range of lobbying tools and leveraging the political environment to operate as effectively as possible. Senator Ben Nelson (Dem, Nebraska) has stated that, ‘NBWA is one of the most effective trade associations in Washington DC, with a staff that is savvy to the public relations and marketing strategies required to be influential on Capitol Hill’ (Nelson 2001). Indeed, the fact that the NBWA's government relations programme is so explicitly based upon marketing principles is unusual from a British perspective; even in the American context, the strategy is executed particularly effectively. Copyright © 2003 Henry Stewart Publications