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For New Glarus, Scarcity Builds a Powerful Brand

When Deb Carey pulled Spotted Cow out of bar coolers and off shelves in Chicago in 2002, distributors told her she was crushing her upstart Wisconsin brewery. Twelve years later, her beer may be as popular as ever in the Windy City, even if you have to drive an hour north to find it. “Distributors ....

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