What do wine, spirits and beer distributors really want?
The article outlines the wants of wine distributors, beer distributors, liquor distributors and beverage distributors when sourcing new brands.
The varietal and vintage should at least be displayed on cartons. It creates a lot of work for distributors and retailers to search for a sku in their warehouse and slows the delivery for a distributor. Invest the extra $1 in branding the carton goes a long way.
1) Margins: For small and medium sized distributors, margins of 40% and above are a must. And we agree. They need to be in business for you to grow your business and get paid.
2) Support: This includes support for sampling, point of sale, marketing, advertising support and market work support.
3) Payment Terms: Distributors would like better payment terms than they provide to their customers. Alleviating the cash flow pressures up-front purchases will greatly increase your chances at getting your brand into their portfolios.
4) Pick Up Location: Freight costs are very important for a distributor, so if you are trying to sell into California with a pick up location in New Jersey or vice versa – it will be a tough sell.
5) Supply and Inventory: Distributors work very hard to get placements in retail stores and the last thing you as a supplier can do is run out of product. There is a reason why brands like Yellow tail, Bud Light Bacardi invest in inventory – this is part of building their brand.
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