BeverageTradeNetwork.com - Guide to Undferstand your Beverage Distributor

1. Understanding of your
customer
“Distributor”
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2. • Beverage Trade Network.com is one of the world „s leading network 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 worked for many years to get
their knowledge and experience in many segments including
retail, wholesale, production and also import levels.
• Our service allows producers, distributors and other professional buyers of
the alcoholic beverage and non-alcoholic beverage industry to easily locate
and contact each other.
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3. • Distribution companies are bombarded almost daily by wineries
hoping to secure a distribution.
Always remember the fact “distributors don‟t care about your brand
or winery, their focus is to move that brand and make profit on that
movement” The faster the movement, more money distributors
make.
• Its very important to understand your customer and what will make
them buy your wine. We would like to recap “focus on programs and
promotion” than focusing on your winery, who makes the wine, how
old the winery is, etc
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4. • Your wine must add value to the distributors portfolio. Look at your
customers website and relate on why and how it will add value to
their business. For example: if a distributor does not have any south
african wine in their portfolio. MENTION TO THEM as empty wholes
are good sign.
• For distributor its more about the portfolio and what they are offering
to their retail customer.
• In your first email itself, you should clearly mention key points and
be right to the point. DON‟T put pages and pages of your history and
winery. see a sample in next slide.
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5. • Beveragetradenetwork.com offers free consultation and sample
email to send buyers when responding to their buying leads. Please
email us at members@beveragetradenetwork.com and we will be
glad to help you.
• BTN can also review your follow up letters
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6. • Big distributors often have meetings where they discuss their
portfolio‟s and also taste the wines. It a good idea to ask them on
when they plan to taste so you can follow up after that and not
bother them.
• Small distributors, understand that the owner in most cases also has
a route and is out selling. So when he see‟s your email asking to buy
your wine and if he had a bad day in sales, chances are you may
get a reply “sorry we will pass”.
• So be patient and let them take 3-4 weeks to taste the product.
• Once tasted and if they like, set up a phone call to discuss
promotion and support and then close it with when they can send
you a order.
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7. • Beveragetradenetwork.com can help our members on how they
should present their wines and all the steps needed for presentation
keeping in mind the long term goal, which is “if the distributor does
not reply today” that‟s ok. Because some day you have to contact
them again and they may buy.
“Wine industry is a very small industry and the word spreads. If you
are good to your distributor, keep stock, promote, they will like you. If
they like you, they think about your wine. If they think about your
wine, they will sell. If they sell, you will sell”
Beveragetradenetwork.com

8. • It is very important to understand how distributor sells your product.
• When a new wine is taken out, most of the sales reps will show that
wine in their weekly routes to almost all their accounts. Sales reps
sometimes may not show your wine at all, as they know the retailer
is not looking for a wine from that country, so he/she may show
something else from his/her portfolio.
• “That week is the most important week for you” The fact is …in
todays competitive market and if you are with a larger distributor,
your wines are ONLY showed once. If that retailer says NO to your
wine (they did not like it – a complete NO), chances are that your
wine will never make into that retailer – because it will not be shown
again.
Beveragetradenetwork.com

9. • Beveragetradenetwork.com can help our members on how they
should present their wines and all the steps needed for presentation
keeping in mind the long term goal, which is “if the distributor does
not reply today” that‟s ok. Because some day you have to contact
them again and they may buy.
“Wine industry is a very small industry and the word spreads. If you
are good to your distributor, keep stock, promote, they will like you. If
they like you, they think about your wine. If they think about your
wine, they will sell. If they sell, you will sell”
Beveragetradenetwork.com

10. • Thus, make sure that you educate the sales team and distributor on
your product before their „launch week‟, you show excitement about
your winery and brand to the most important people that will make your
brand “sales team” and that you show you are here for long term and
will support.
• Distributors don‟t want to work and build a brand and then the brand is
out of supply or with another distributor. They like long term
relationships, so make that clear with them when they start – so their
focus is on a long term growth.
• “Try and work” with the sales team on the road in their launch week and
MAKE IT HAPPEN. Place the wines. sales team will like if you show
them your „pitch‟. Don‟t overcook it, but the idea is act and behave like a
part of their team. Don‟t say “sell my wine etc” its no more your wine. If
a distributor has the wine in their warehouse, its their wine…so they
need to deplete it fast. That should be your only concern. If that
works, everyone is happy.
Beveragetradenetwork.com

11. • Our BevBrokerConnect system will help you work with your
distributor and ensure that you get attention in their portfolio. You
can select the broker you want and they will manage your brand.
• Become a gold member by clicking here and you will be able to
access BevBrokerConnect system.
• Our distributors and importers like if they have a representative
behind the brand. Help them sell your wine. If needed, include that
support in your prices, but distributors rather get such support than a
10% discount.
Beveragetradenetwork.com

12. Become a Gold member to access BevBrokerNet system here.
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