Mark Harmon, from the Independent Distributor Network, and Emily Pennington, a spirits industry expert, dive into the complex distribution landscape for 2024. They discuss the intense competition for shelf space and the pressing need for brands to grab distributor attention. Key insights include the impact of the pandemic on distribution strategies, the importance of understanding profit margins, and emerging trends like craft spirits and cannabis-infused beverages. The duo also emphasizes building genuine partnerships and setting realistic goals for growth.