Wisconsin’s system for regulating the alcohol beverages industry is commonly referred to as the “three-tier system.” The three tiers, or categories, of regulated entities are: (1) manufacturers; (2) wholesalers (or distributors); and (3) retailers. Unless a specific exception applies, all sales of alcohol beverages must occur through the three-tier system, from manufacturers to wholesalers to retailers to consumers. Chapter 125, Stats., Wisconsin’s Alcohol Beverages Chapter, sets forth the state’s system of regulating these three tiers.