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Ben Salisbury

Ben Salisbury

Ben Salisbury is the founder and president of Salisbury Creative Group and a former sales executive with Constellation Brands, Ste Michelle Wine Estates, and Glazer’s Distributors.

For the last six years, Ben and his team have been providing new solutions, new skills and new strategies to struggling wine & spirits brands giving them the edge they need to survive and thrive in the new reality.

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3 Things you CAN Expect from your Wine or Spirits Distributors

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:

Watch my video on the 3 things you CAN expect from your Distributor

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