Counselor Top 40 distributor AIA Corporation (asi/109480), a division of Counselor Top 40 distributor iPROMOTEu (asi/232119), recently hosted its national sales meeting, bringing together owners, suppliers and team members across the country for three days in Milwaukee.

Dubbed “Crafting Success in Brew City,” the event featured keynote sessions led by Jamar Jones, Gerry O’Brion, Marcus Sheridan and promo industry veteran Jenna Quaranta, who shared insights into branding, marketing and sales excellence. There were also one-on-one meetings between AIA owners and suppliers, and a range of networking opportunities.

The Brew City Merch Market, showing off bestselling and newly launched products from suppliers, was a highlight of AIA Corporation’s (asi/109480) national sales meeting in Milwaukee.

In addition, AIA unveiled its Brew City Merch Market, a concept brought to life through collaboration with suppliers. “Drawing inspiration from the experience found in local brewery merch shops, this interactive experience allowed attendees to explore and select their favorite event merchandise from a selection of bestselling and newly launched products,” said Melissa Haen, senior engagement marketing manager. The market was a popular aspect of this year’s sales meeting, according to AIA.

“Our national sales meeting is about fostering deep connections and building momentum for our community,” said Stacy Price, vice president of marketing. “Whether through thought-provoking keynotes, hands-on product experiences in the merch market, or one-on-one supplier meetings, our goal is to give our owners and suppliers the tools, knowledge and inspiration they need to grow their businesses. This event brought that to life in such a powerful way.”

A sense of camaraderie was evident throughout the event. “The opportunity to collaborate in person, share insights and explore new ideas with both distributors and suppliers was invaluable,” said Lori Bauer, CEO of AIA’s parent company iPROMOTEu and a previous Counselor Woman of Distinction. “The energy throughout the one-on-one meetings and networking sessions was inspiring, and it reinforced the strength of our community and the limitless potential we have when we work together.”

AIA has been in business since 1981. In September, the company was acquired by iPROMOTEu. Combined, the two companies had $365 million in 2023 revenue, according to executives.