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The MAFFEO DRINKS Podcast
063 | David Wood | Understanding How to Choose Distributors & Wholesalers | Liana Collection
Jun 4, 2024
David Wood, an expert in brand distribution, joins Chris Maffeo to share insights on scaling drinks brands. He discusses the strategic choices between self-distribution and partnerships with distributors. The importance of immersive brand experiences for sales teams is highlighted, along with the necessity of establishing local market dominance before expanding globally. David emphasizes the evolving role of salespersons in a digital age and offers creative strategies for maintaining brand relationships despite market changes.
39:27
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Quick takeaways
- Startup drink brands should prioritize building trade relationships and understanding the distribution process before engaging with distributors.
- Strong communication and collaboration with wholesalers, alongside engaging sales teams in immersive brand experiences, are vital for successful brand growth.
Deep dives
Stages of Brand Distribution
Brands often go through three stages of distribution in the beverage industry, starting with self-distribution to build presence before approaching distributors. Initially, it's advisable for startup brands to develop their relationships within the trade, learning the ins and outs of the distribution process to gain crucial knowledge. This self-reliance not only helps in understanding the market better but also aids in managing cash flow more effectively. By reaching a certain sales target on their own, brands can position themselves more favorably when they decide to approach a distributor, ensuring they have the volume that justifies a partnership.
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