One thing is for sure when it comes to “managing” your wine & spirits distributors: what used to work no longer works.
I see too many wineries and distilleries still running plays out of the “old playbook.” What are these old plays? Fairly simple:
- Choose a good distributor
- Educate the distributor
- Motivate the distributor
- Work with the distributor
- Provide incentives to the distributor
These plays have become completely ineffective and HERE IS WHY: There are now just way too many brands and way few distributors.
Distributors simply CANNOT do what they used to do! It’s not a matter of will or motivation. It’s about capabilities (or lack of them).
As a supplier, you MUST adjust your expectations.
So what, then, CAN you expect from your wine & spirits distributors? There are 3 things for sure. To learn more about these 3 things, please watch this 9-minute video: