James A. Coats- The year of 1975 Jim's family moved to Tawas, MI. to work for his grandfather Walley Zaiger at Zaiger Beverage. At the age of 8 years old Jim would dust and straighten the wine room, unload box cars, and take care of any damaged product. In 1980, Jim's family moved to the Petoskey operation. Jim worked in the warehouse throughout his highschool years pulling wine orders and loading trucks, then moved into sales January 13, 1986. His first pre-sell route covered East Jordan and Boyne City as a test market. After 6 months of success, Zaiger Beverage hired 3 beer salesmen and 3 wine salesmen to cover the 4 1/2 counties. Zaiger Beverage was the first Northern Michigan distributor to go 100% "Pre-sell". Jim took on the responsibility of being the Coors Quality Assurance Manager for 3 years checking rotation, building displays, cooler resets, and selling new draft placements.
In 1989 Steve Arbaugh, and his family, bought Zaiger Beverage and renamed it Bayside Beverage. At the age of 22, Jim was promoted to selling a beer route. His territory included Gaylord, Boyne Falls, Boyne City, East Jordan, Wolverine, Vanderbilt, Indian River and Black Lake. 8 years later, Steve promoted Jim into wine sales, in that position he remained in the Gaylord, Boyne Falls, Boyne City and Petoskey areas. Then in 2000 the General Manager, George Muter, promoted Jim to Sales Manager over the wine division.
Jim has enjoyed working with his family at Zaiger Beverage and for Steve Arbaugh's family at Bayside Beverage most of his life. Jim is also very proud of the people he has worked with the last 22 years.
5692 U.S. 131 South • Petoskey MI, 49770 • 231-347-2535