Monitoring your wine distribution channel

MONITORING YOUR WINE
DISTRIBUTION CHANNEL
Beveragetradenetwork.com

How to work with your wine, liquor, beverage and beer distributor partner and what is
expected of you?
By:
www.beveragetradenetwork.com

• So if you are a winery, or a
brewery, or a beverage
manufacturer hiring a
distributor, outline precisely
what you expect and set up a
time table for regular
communication.
• You might want to talk to your
distributor once month on the
phone and once a week by
email. Make a on-site visit
once every quarter as well.
Whatever the cadence, make
sure the distributor is in
agreement with your plan.

• "The more professional distributors are going to be very
accustomed to that way of working, particularly if there are high
expectations for the product line. They are going to expect
manufacturer to be involved. In fact, they will want you the
manufacturer to be involved.
• "If you don’t train your distributor on how to sell your products, you
will sell it only once". "You have to help the distributor make a
market"

• "If you don’t train your
distributor on how to
sell your products, you
will sell it only once".
"You have to help the
distributor make a
market".

The monitoring process should be a matter of routing.
Document your goals, then follow them regularly to make sure you are
meeting them. Regular monitoring with distributors helps the
manufacturer's stay close to their product and the real market.
The objections that the distributor faces helps the manufacturer gauge
on where they stand and how they can improve if needed.

• You have to put your company in the power position.
• For you to be in the power position, you have to have something to
offer this distribution company. Something that the dozens of other
beverage companies aren’t able to offer them.
• **Important Note: None of this will work if you have not identified
a niche of resellers and distributors to work with. If you’re still
trying to call everyone and be everything, you will likely fail. Choose
the companies you wish to work with now, before it is too late, and
focus only on them.

• You have to determine what would make a distributor want to carry
your product over someone else’s, remembering that they primarily
care about 3 things:
• That your product will sell.
• That carrying your product will give them a competitive advantage.
• That your company isn’t going to dissolve or go bankrupt this year.

• In other words, they want to know that they can make money off
of you.
• Did the sales dip because of distributor? or because a manufacturer
could not help fix the problem distributor was facing? or because
the product itself was not cutting it? It could be lot of things beyond
just the distributor not working behind your porduct. The feedback
loop needs to be generated through the distributor monitoring
process.
• Absent monitoring, distributor is likely to stop pushing your
product, leaving it to fester in the marketplace - a manufacturer's
worst nightmare.

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brands for wine, beer and other beverage buyers, importers,
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Monitoring your wine distribution channel

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