Each company must conduct marketing activities. Especially in tough competition beverage industry is currently a challenge for a company to he able to compete with foreign companies into Indonesia. The issue is whether the marketing activity undertaken is right or not. Selection of marketing strategy is essential. Marketing strategy adopted by the PT. Labnesia Alfa Berjaya is promotion mix. From the observation and practice in PT. Labnesia Alfa Berjaya can be proved that direct marketing is becoming a very effective promotional tool in increasing sales in PT. Labnesia Alfa Berjaya.