Plan Your Distribution
Distribution involves both where you plan to sell your beer and how you plan to get it there. Depending on your state regulations, you may consider self-distribution or using an established distributor to get your beer to your account customers.
“How will I get to market?”Your distribution strategy makes trade-offs between control, margin, and reach. If you self-distribute, you gain control and retain more margin but you sacrifice the reach that independent distributors provide. If you opt for a distributor, you’ll give up some margin and brand control but benefit from established account relationships and coverage. Only careful analysis can reveal what’s right for you.
You’ll also need to develop your account distribution plan. On and off-premise accounts serve different customer needs and create different selling and merchandising challenges. Where do you plan to distribute, and what are the unique dynamics of those accounts?
However you go to market, it’s important to understand and meet the unique needs of your distribution channel and get their attention. Our experience in both the on and off premise channels and our understanding of what works best can increase your chance for success.