Category: Sales and Marketing
Obligations of beer wholesalers – What you should expect
The relationship between a brewer and wholesaler is a very complex and regulated one. State alcohol regulatory agencies mandate certain responsibilities of both the wholesaler and brewer such as payment terms, incentives, price posting, contracts, etc. Every state has a different set of regulations. It is extremely important that you familiarize yourself with the rules and regulations pertaining to the brewery and wholesaler relationship before doing business in that state. Many states also have franchise laws that define very specifically the parameters for terminating a wholesaler. Even in non-franchise states, a brewer can not terminate a wholesaler without cause unless they are willing to compensate the wholesaler for relinquishing the brand.
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Distribution 101 – The distribution handbook
In the current distribution climate, where distributors have many more brands than they are able to adequately and properly attend to, it is imperative for the supplier to take steps to gain and retain mind-share within each distributor. Many times, the distributor needs information about a particularly brand, either by request of a sales rep or a retailer. The easier it is for the distributor to access the information, the more likely that information will be passed on as a sales tool to the person in need.
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Distribution 101 – A short course in distribution basics
Distribution is one of the most important, yet commonly overlooked components in the operation and success of a craft brewery. A common misconception by those entering the craft beer industry is that once the beer is brewed, packaged, and shipped to a wholesaler, the brewer can essentially forget about it, leaving the sales, marketing and promotion to the wholesaler. This is not the case, since beer distributors function primarily as a delivery and warehousing mechanism. Most distributors do little, if any, selling and promotion of the beers in their portfolio, with the exception of the top selling two to three brands. Hence, it is imperative that the craft brewer know and understand the second tier of the business – distribution – in order to ensure their products are adequately marketed.
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Distribution – Our Top Distribution Resources and Info
Distribution is perhaps the most difficult and frustrating issue facing the specialty beer segment. In a highly regulated three tier system, access to market has grown exponentially more difficult for small brewers in just the last decade. Consolidation within the distribution tier has created far fewer and much larger wholesalers to choose from.
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