Strategy for Chains
Chains want to deal with authorized national level wholesalers and avoid a portfolio of wholesalers in different states. For example, they would prefer to go with the Southern Wine and Spirits network, or RNDC network, the Budweiser beer wholesaler network, the Coors-Miller network and so on.
The larger wholesalers will pick your brand if it is approved by some leading chains. This is where the catch 22 situation comes in, where chains don’t buy in easily without big wholesalers and big wholesalers don’t come without chains.
So how should you plan your strategy?
One thing is for sure, big wholesalers do NOT build your brand. They normally take a brand that is already up to a 200,000 case level. You will need to go with small and medium sized wholesalers in different states and work hard with them to achieve market penetration with your brand. Beverage Trade Network – Read more…