BTN Guide on Finding a New Distributor - by BeverageTradeNetwork.com

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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...

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BTN Guide on Finding a New Distributor - by BeverageTradeNetwork.com

  1. 1. GUIDE ON FINDING A NEWDISTRIBUTOR - BY BEVERAGE TRADE NETWORK Beveragetradenetwork.com
  2. 2. • 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. Beveragetradenetwork.com
  3. 3. Let’s delve into the psyche of our customer -- the distributor.Distribution companies are bombarded almost daily by wineries hoping tosecure a distribution channel.The fact is distributors don’t care much aboutthe brand or winery, their focus is to move that brand and make profit onthat movement. The faster the movement, the more money distributorsmake. It is very important to understand your customer and what will makethem buy your wine. It helps to focus on programs and promotions whichassist the distributor in selling wine to retailers more than focusing oninformation about your winery, who makes the wine, how old the wineryis, etc. The latter creates a marketing package for the wine but ultimately itis the programs and promotions that will help sell the wine. Beveragetradenetwork.com
  4. 4. Your wine, beer or any other brand that you are selling must add value tothe distributor’s portfolio. Explore your customer’s website and understandhow your wine will add value to their business. For example: if a distributordoes not have a South African wine in their portfolio, mention how yourSouth African wine will fill holes in their portfolio. For distributors theirportfolio and what they are offering to their retail customer is of utmostimportance. One should be keep it simple and succinct from their first emailto the distributor by mentioning key points about how their wine will addvalue to the distributor’s portfolio. Beveragetradenetwork.com
  5. 5. A question to ask yourself is – ‘What does our wine/winery bring to thetable?’. A good starting point would be to complete the ‘Pre-DistributionChecklist’ available on our site, which lists the key aspects a distributor isinterested inwhen scouring the market for new products. The ‘Seekingdistribution guide’ provides far more detail and will certainly take your offerto the next level. Beveragetradenetwork.com
  6. 6. A great number of emails received to this site come from wineries who areunable to secure distribution, and I am unable to provide detailed answersto every unique case. My simple advice is to get out on the road and startmaking regular sales calls targeting independent retailers, fine diningrestaurants and larger cafes. Bringing a list of current and loyal customersto a distributor demonstrates that there would be an existing customer basefor them that will bring immediate profits from selling your wines. There is noeasy way to secure distribution, however ensuring that you and yourproduct tick as many boxes as possible will give you the best chance forsuccess. Beveragetradenetwork.com
  7. 7. The first contact made to the distributor should include the informationmentioned below:•Price and product line•Brief summary of your winery (about a paragraph)•A paragraph showing you have learnt about them, checked their websiteand showing them why they should buy your wine and how it will add valueto their business and portfolio Beveragetradenetwork.com
  8. 8. A great number of emails received to this site come from wineries who areunable to secure distribution, and I am unable to provide detailed answersto every unique case. My simple advice is to get out on the road and startmaking regular sales calls targeting independent retailers, fine diningrestaurants and larger cafes. Bringing a list of current and loyal customersto a distributor demonstrates that there would be an existing customer basefor them that will bring immediate profits from selling your wines. There is noeasy way to secure distribution, however ensuring that you and yourproduct tick as many boxes as possible will give you the best chance forsuccess. Beveragetradenetwork.com
  9. 9. 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 followup in the time mentioned. For a distributor timing is very important and it is along term decision for them. Don’t rush them into tasting your product, orreviewing your email or registering your brands or sending you a purchaseorder. Beveragetradenetwork.com
  10. 10. For example, larger distributors often have meetings where they discusstheir portfolios and taste the wines. It is a good idea to ask them when theyplan to taste your wines so you can follow up after that point. Smallerdistributors along with managing their day to day business could also be outvisting accounts and selling. Beveragetradenetwork.com
  11. 11. Allow a distributor time to taste the product. Suppliers with patience oftenget rewarded in the wine business. Persistence also counts, if you contactthe distributor again after they have refused to add your wine to theirportfolio, situations may have changed and they may agree toyou’re yourwines at this time. Distributors may consider your wines the second time asthey may now be looking to add wine from the country you represent to theirportfolio or are looking to replace a current supplier because of nonperformance. Beveragetradenetwork.com
  12. 12. Beveragetradenetwork.com can assist our members to present their winesbetter and consider the important steps to follow for presentating their winesto a distributor. Keep in mind the long term goal, which is that if you do notreceive a positive response or a response, they are still a potential buyer asyou could contact them after a certain period and at that point they may beable to buy your wines.Good luck for your presentations and meetings!From,Beveragetradenetwork.com Team Beveragetradenetwork.com
  13. 13. See how we can help you grow.Register for free and start posting your products. Start selling now. If you are a distributor or importer, post your buying lead here. Beveragetradenetwork.com

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