Early Bird Ends
January 31, 2024
May 21, 2024
June 20, 2024
Sid Patel: If you are a brand, here is what you should look for in your distributor. If you are a distributor, here is what you should look for in a wine, beer, or spirits supplier.
Sid Patel, CEO of Sommeliers Choice Awards and Beverage Trade Network has built a wine brand in the US market and worked with more than 50 state distributors. He also operated a wholesaler out of Delaware and understands how both sides work. Here is his take on what each party should look for:
“If a brand succeeds in the market, everyone will win. Everyone must continue to win for a brand to succeed at all times. That involves the consumer, retailer, distributors, importers and producers”, Sid Patel.
Current Gap in Portfolio
Focus months/weeks your brand will get
KPI / Accountability. Minimum sales commitment
Chain Team and Authorizations
Current Accounts (active accounts)
Reputation in the market
Payment Terms and History
No Sales Reps
Warehouse and Trucking Ownership vs Third-Party Structure
Who are the top 5 suppliers and why?
Does a distributor have 3-4 big brands that a retailer must have?
Are sales reps happy, making money, and are consistent
Do they own their own warehouse and trucks
Number of active accounts. Weekly number of accounts delivery.
Payment history in paying and collecting. One of the most important metrics you should pay attention to.
When you are a young brand, you will say YES to anyone. But make sure you have credit forms and your payment terms are tight. Start small but get paid on time. Getting payments on time from retailer to distributor to supplier is a very good indicator of how your brand is performing.
Retail penetration of the brand per state
Pallet configuration and minimum orders
Pick-up location and costs.
In Market Sales Rep
$ per case Support contribution
Case Volume Goal
Top-line advertising and awareness
Supplier mindset on win: win
Access to chains
Point of sale and packaging mentality.
I was also a wholesaler and the suppliers that used to come to my market, sell a lot for us, and open new accounts for us were my preferred suppliers. Suppliers whose brands were selling at retail due to consumer awareness were also my preferred suppliers.