Distributors / RTM (Route to market)

How to find the perfect drinks distributor in a new market

Chris Maffeo

May 4, 2022 — 1 min read

Photo by Laura Cleffmann / Unsplash

How to look for the perfect drinks distributor in a new market:

Old way:

ask industry contacts if they know any (pray they do)
propose the brand to the recommended one(s) (pray they get it)
send them samples (pray that they like it)
push the brand down their portfolio (pray that they'll sell it)

New Way:

shortlist the bars that are likely to get your brand
ask the bar which distributor/wholesaler they work with
get the bar to ask the distributor to list your brand
reach out to that distributor with an intro and a list of orders

proven system > prayers

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<#045> 4 reflections on why 1 case in 1 bar is better than 6 bottles in 6 bars.

<#044> Demystifying Gen-Z: a guide for drinks brands. (Presentation from Bar Convent Berlin 2023)

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