btn guide on finding a new distributor - by beveragetradenetwork.com

GUIDE ON FINDING A NEW DISTRIBUTOR - BY BEVERAGE TRADE

NETWORK

Beveragetradenetwork.com

http://www.beveragetradenetwork.com/


• Beverage Trade Network.com is one of the world ‘s leading networks for beverage, wine, spirits and beer importers, distributors, producers and related companies. The company is based in Delaware, USA and is developed by wine professionals who have accumulated a rich and varied experience in this industry.

• For buyers, Our service allows retailers, distributors of the alcoholic and non-alcoholic beverage industry to find the right supplier and brands that add value to their portfolio.

• For sellers, Our service allows producers, distributors and other professional companies of the alcoholic and non-alcoholic beverage industry to easily locate and contact distributor and importers globally.




Let’s delve into the psyche of our customer -- the distributor.

Distribution companies are bombarded almost daily by wineries hoping to secure a distribution channel.The fact is distributors don’t care much about the brand or winery, their focus is to move that brand and make profit on that movement. The faster the movement, the more money distributors make. It is very important to understand your customer and what will make them buy your wine. It helps to focus on programs and promotions which assist the distributor in selling wine to retailers more than focusing on information about your winery, who makes the wine, how old the winery is, etc. The latter creates a marketing package for the wine but ultimately it is the programs and promotions that will help sell the wine.


Your wine, beer or any other brand that you are selling must add value to the distributor’s portfolio. Explore your customer’s website and understand how your wine will add value to their business. For example: if a distributor does not have a South African wine in their portfolio, mention how your South African wine will fill holes in their portfolio. For distributors their portfolio and what they are offering to their retail customer is of utmost importance. One should be keep it simple and succinct from their first email to the distributor by mentioning key points about how their wine will add value to the distributor’s portfolio.


A question to ask yourself is – ‘What does our wine/winery bring to the table?’. A good starting point would be to complete the ‘Pre-Distribution Checklist’ available on our site, which lists the key aspects a distributor is interested inwhen scouring the market for new products. The ‘Seeking distribution guide’ provides far more detail and will certainly take your offer to the next level.


A great number of emails received to this site come from wineries who are unable to secure distribution, and I am unable to provide detailed answers to every unique case. My simple advice is to get out on the road and start making regular sales calls targeting independent retailers, fine dining restaurants and larger cafes. Bringing a list of current and loyal customers to a distributor demonstrates that there would be an existing customer base for them that will bring immediate profits from selling your wines. There is no easy way to secure distribution, however ensuring that you and your product tick as many boxes as possible will give you the best chance for success.


The first contact made to the distributor should include the information mentioned below: •Price and product line•Brief summary of your winery (about a paragraph)•A paragraph showing you have learnt about them, checked their website and showing them why they should buy your wine and how it will add value to their business and portfolio


A great number of emails received to this site come from wineries who are unable to secure distribution, and I am unable to provide detailed answers to every unique case. My simple advice is to get out on the road and start making regular sales calls targeting independent retailers, fine dining restaurants and larger cafes. Bringing a list of current and loyal customers to a distributor demonstrates that there would be an existing customer base for them that will bring immediate profits from selling your wines. There is no easy way to secure distribution, however ensuring that you and your product tick as many boxes as possible will give you the best chance for success.


It is always a good idea to mention that you will follow up with a phone call. If you have mentioned that you will call them then ensure that you do follow up in the time mentioned. For a distributor timing is very important and it is a long term decision for them. Don’t rush them into tasting your product, or reviewing your email or registering your brands or sending you a purchase order.


For example, larger distributors often have meetings where they discuss their portfolios and taste the wines. It is a good idea to ask them when they plan to taste your wines so you can follow up after that point. Smaller distributors along with managing their day to day business could also be out visting accounts and selling.


Allow a distributor time to taste the product. Suppliers with patience often get rewarded in the wine business. Persistence also counts, if you contact the distributor again after they have refused to add your wine to their portfolio, situations may have changed and they may agree toyou’re your wines at this time. Distributors may consider your wines the second time as they may now be looking to add wine from the country you represent to their portfolio or are looking to replace a current supplier because of non performance.


Beveragetradenetwork.com can assist our members to present their wines better and consider the important steps to follow for presentating their wines to a distributor. Keep in mind the long term goal, which is that if you do not receive a positive response or a response, they are still a potential buyer as you could contact them after a certain period and at that point they may be able to buy your wines.

Good luck for your presentations and meetings!

From,

Beveragetradenetwork.com Team

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