Give the right brands to the right distributors

Give the right brands to the right distributors
Photo by Kyle Wagner / Unsplash

There might or might not be economies of scale across different product categories with the same distributor. E.g., if you have Gin and Whiskey in your portfolio, it might go well with the same distributor but, often, two different, specialised RTMs might be more suitable.

Always analyse bottom-up the type of target outlets you aim for and select the most appropriate RTM that can get you there. Do not choose the easy one just because you know them and trust them. Giving the wrong category to the right distributor can be a big failure and set the path to ruin the existing relationship with them.