Don't look for an importer that can get you in a bar.
Understand which bars you want to be in and work it backwards.
We tend to think top down
Think bottom up:
Look at your brand with the customers' eyes.
If you don't know it well enough, you cannot explain it to a distributor.
Don't push the problem down the distribution chain.
Start from the glass and walk backwards.
Rather than cold calling an importer with your product, start with this:
- translate your brand positioning into a commercial proposition
- look for those bars in that market that share the same ethos
- find the importer that can get you there.
If you have already connected with those bars and made a pre-sale, it's much easier to send that email and get them to make the first order.
Brands are built bottom up, not top down.