// Beverage distributors · Price postings
Price postings checked against your price book before the state's deadline.
Where a state makes wholesalers post or file their prices, every filing has a due date, and once a price is on file your reps sell at it. In a free AI proof of concept, AI checks 20 to 30 filings your team already made, line by line against the price book and supplier notices behind them, with every conflicting price, discount or effective date listed for your pricing manager. Your reviewer, the person who files these today, compares that list with what your team actually caught.
- Filings checked
- 20 to 30, already made
- Prices filed or changed
- None
- Agencies contacted
- None
// The one job
From a supplier's notice to a filing that matches the book
Today a pricing manager gathers the month's supplier cost notices, updates the price book, builds the state filing from it, and reads the filing line by line before the deadline: brand, container size and pack, case and bottle price, every quantity discount, the month it takes effect. Then comes a second look at any competitor price the house may choose to meet.
For the test, AI reads copies of those notices, the price book and the filing your team made, and lists every line where they disagree: a filed price that doesn't match the book, a discount missing from the filing, a supplier's new cost not yet carried through, an effective month that doesn't fit the state's calendar. Each item on the list cites the documents behind it. Nothing is filed and no price moves; the list goes to your pricing manager.
for your pricing manager
// The hard parts
Why a price filing breaks in small ways
The calendar runs ahead of the sale. New York's rule, 9 NYCRR 65.2, has prices to wholesalers filed by the 25th of each month, taking effect on the first day of the second month after, and prices to retailers filed by the fifth; a date that falls on a weekend or legal holiday moves to the next business day. The State Liquor Authority's guide for liquor and wine wholesalers puts it simply: wholesale postings two months before the sales month, retail one month before. So a supplier's posted cost for a month is already on file when your retail filing for that month comes due, and the check reads the two side by side. The guide also lets a new item go up marked P, for a pending TTB label approval or state brand label number, for up to two consecutive months, so the check lists every P line still open.
A New York schedule says more than a price. Section 101-b of the Alcoholic Beverage Control Law asks each retail schedule for the exact brand or trade name, the size of the package, the nature of the contents, the age and proof where the label states them, the bottle and case price to retailers, the net bottle and case price the seller itself paid, and any discounts for quantity or for time of payment. A brand may then be sold to retailers only at the prices and discounts in effect, and the same section bars different prices or discounts for retailers buying the same brand of like age and quality. The check reads every one of those columns against your book and the supplier's notice, so a missing quantity discount surfaces as surely as a wrong case price.
Meeting a competitor has its own short window. Under section 101-b, a wholesaler may amend its retail schedule within three business days after filed schedules open for inspection, to meet a lower competing price and discount on the same brand of like age and quality, never going below what it meets; the change takes effect the first of the next month. The SLA's guide says its retail module opens on the 16th, 17th and 18th for that purpose and nothing else. Where your team saved the competing posting, the check sets each amended line beside it and marks any that goes lower.
Connecticut posts on other dates. The Department of Consumer Protection's guidance, dated October 2025, has wholesalers post monthly by the 12th, effective the first of the next month, while suppliers post a year's prices by December 6 and mid-year changes by the 6th. Amendments are limited to what the department calls dualed products: a wholesaler may lower a price to match a competitor on a jointly dualed product by 3:00 p.m. on the fourth day after the 12th, excluding state holidays, and may never raise one. Each posting carries the brand name, container size, containers per case, the case price, a bottle price where split cases are sold, and any discounted price, and a special that ends must be posted again. Corrections are allowed only for typing errors, with documentation the department reviews, so the check matters before the 12th, not after.
Beer can follow rules of its own. California's Department of Alcoholic Beverage Control has beer wholesalers file a price schedule for each county where their customers have premises, through its online beer price posting system. A new schedule takes effect when filed, an amended one ten days after filing, and one filed to meet a lower competing price at once. A supplier increase announced for the first of the month therefore needs the amended county schedules in early enough to clear that wait, and the check compares each notice's date with the filing date your team used. Your reviewer, the pricing manager who files today, checks every listed conflict and every line the check passed.
// What you send
What the test needs from your pricing desk
20 to 30 filings you made
Price filings or postings as submitted, from several months and, if you file in more than one state, from each. Include any amendment you made and any correction you asked for.
The notices behind them
Each supplier's price notice or posted cost for the same months, with any program or discount terms that changed a line on your filing.
Your price book
The price book or price export your team filed from, with item numbers, container sizes, packs and the discounts you offered retailers in those months.
Copies only, NDA first
We never sign in to a state filing system, your own system or a supplier's portal, and no agency, supplier or retailer hears from us. The NDA comes before any file moves; filings that can't leave become look-alikes built with your reviewer.
// Before it starts
What the owner settles first
A filed price decides what your reps can charge for the month, so these points are agreed before any filing is read.
- Your reviewer
- Named by the owner, usually the pricing manager who files
- States and months
- Which states' filings and which months go in the sample
- State calendars
- Each state's filing, amendment and effective dates, written down
- What counts as a conflict
- Price, discount, size, pack and effective month, listed in advance
- Success criteria
- Every conflict your team caught, with false alarms counted
- Price
- A range for running filing checks live
- NDA
- Signed before any filing, notice or price book moves
// How it's judged
The AI's list beside what your pricing team caught
| On the same 20 to 30 filings | What your team caught | The AI check |
|---|---|---|
| Filed case and bottle prices that differ from the price book | Scored on your filings | Scored on your filings |
| Quantity and payment discounts missing or different | Scored on your filings | Scored on your filings |
| A supplier's new cost not carried into the filing | Scored on your filings | Scored on your filings |
| Brand name, container size and pack as filed | Scored on your filings | Scored on your filings |
| Effective month that fits the state's calendar | Scored on your filings | Scored on your filings |
| Amended lines beside the competing posting they meet | Scored on your filings | Scored on your filings |
| Items still marked pending past the allowed months | Scored on your filings | Scored on your filings |
| Lines flagged that turn out not to be conflicts | Scored on your filings | Scored on your filings |
// After a yes
About 30 days on live filings, each one read by a person
When your reviewer says yes against the success criteria, the check runs on the filings due over the next 30 days or so, ahead of each deadline.
Your pricing manager reads every list, decides each conflict and files the posting, as today. Changing a price in the book stays a person's job.
Any further job is its own decision, with its own price.
// What could come next
Possible next jobs, in rank order
- 01Next
Supplier cost notices into the price book
Each supplier's new costs drafted as price book changes for your pricing manager to approve, one step before the filing.
- 02Then
Depletion reports
Each supplier's monthly depletion and inventory report drafted in its own layout, with lines that don't map listed.
- 03Later
Supplier program claims
Claims under supplier programs drafted from invoice lines and program terms, for the person who files them.
// One hard limit
It never files a price and never changes one.
The check reads copies and writes a list for your pricing manager. It never files, posts or amends a price, never changes a price, a discount or a credit term in your price book, and never contacts a supplier, a retailer or a state agency. A person on your team decides each conflict and files. Nothing here is legal or regulatory advice.
Price posting checks are priced as one job: you see a range before the proof of concept and a fixed price before signing.
The range turns on how many states you file in, how many items a filing carries, and how many supplier notices arrive in a typical month.
// Questions
What pricing managers ask about price postings
Will it file our postings or fix prices for us?
Does it tell us whether a price or a discount is legal?
We file in states with different rules. Can one test cover them?
Can it check what a competitor posted?
Does beer work the same way as wine and spirits?

Rob Eason, founder
// Book a call with Rob
Bring last month's filing and the notices behind it.
Thirty minutes with Rob about your company and role, the states where you post or file prices, and how many items a typical filing carries. Keep filings, notices and price books until the NDA is signed.
- Co-owned a 60-employee financial services firm and sold his share to his partner.
- Ran GOSO Technologies, a Boston solar company rated 5/5 across 24 Google reviews.
- 5/5 across 83 reviews in HighLevel's Certified Admin Directory.
- 4.3/5 from 6 Google reviews of Massmarket AI.
- Every directory and Google review, critical ones included, is shown word for word at massmarket.ai/reviews.
- Takes every proof-of-concept call himself.
