Wine and spirits companies enjoy the exciting process of launching an alcoholic product. Now that the flavor, style, and pricing have been perfected, you are ready to introduce it to the rest of the world. But for that, you’ll need to attract wine distributors to launch your collection.
A brand may believe that the best course of action for a new product is to release it to the market as soon as possible and then correct any faults afterward due to the entrepreneurial mindset that can sometimes get the best of us. Although this tactic is effective in a number of industries, it can have negative effects on alcohol brand packaging, brand names, and iconography. Most often, these choices either don’t stand out from the competitors in terms of attracting distributors. Hence, we bring you this guide containing tips & tricks to attract customers.
- Work on the aesthetics of the bottle
Poor packaging decisions, poorly formulated brand names, and visual iconography that either fails to differentiate itself from the competition fails to engage the customer in some other way effectively.
Your wine or spirits label should “tell you about the wine inside” and give you a hint as to what it’s for. When you aren’t present to convey your tale in person, it should still speak.
- A distinctive brand narrative
If you want wine distributors to take an interest in your wine collection, make sure that your brand has a story to tell. The international wine market is fiercely competitive, filled with countless brands. Your product must have a compelling narrative both on and off the label in order to stand out from the competition and draw in the specific market segment you are trying to target.
- Generate sales materials
Distributors like working with suppliers who enable them to perform their tasks more effectively. One of the simplest ways to do this is to give them the resources they need to close sales. Sales materials include straightforward, eye-catching sales sheets, recipe-filled hang tags and neckers, and other POS items. If the wine or spirits brand has provided the distributors with items they enjoy, they will be happy to share this information with their customers.
- Interesting incentive programs
Any sales-oriented team can be motivated to put in extra effort by using incentive programs. In the beginning, you must be upfront with your wine distributors about your willingness to provide bonuses and sales incentives. Make ads that highlight urgency, and change the way you think about competition prizes. Say, for instance, that your wine or alcohol brands have worked with cruise lines and resorts.
Your distributor will start to trust your brand more and choose you after they understand the benefits of dealing with you since they will know you are committed to your brand and have the ability to make money.
- Pay attention to awards
Although buyers adore high-quality goods, they also want assurances that their clients will purchase them. Increase industry recognition for your brand and win accolades that customers will see as signs of value by entering your items in various taste contests and industry awards. However, proceed with caution as not all award programs are created equal, and entry fees might cost thousands of dollars. Make sure the marketing or PR company you choose has a solid reputation, is knowledgeable about the field, and can point you in the proper way.
- Tap into selected markets
Your home market will often be your first launch city if you are headquartered in the United States. Distribution partners anticipate this because founder visibility and interaction often increase the likelihood of success.
Offer to ride along with them on sales calls as you build relationships with the wine distributors so you can observe firsthand what drives sales and what doesn’t. Local tastings are also advised and are a fantastic opportunity to assist early retailers who take a chance and decide to buy your goods. Establish a rapport with local bartenders and customers, solicit their opinions, and pay special attention to any suggestions they may make, either positive or bad.
Even with all of this work, it may still take months and a lot of money (shows, samples, etc.) in many areas and depending on your product category to persuade a distributor that your team and product are worth working with.
Many brand owners are unaware that you and your team are still in charge of generating sales, taking part in or at least paying for tastings, and managing your accounts even if your product is picked up.
Do you want to take your wine to the international market? Well, then, Global Winetrade is your ideal stop. It’s the ideal platform to meet wine distributors from across the world. It’s an interesting environment that connects buyers, sellers, and the producers. The company has been launched with a view to enabling wine enthusiasts to form b2b connections and form business partnerships. It’s a thriving place for wine lovers and sellers as well. If you want to explore the international wine market, do connect with us at email@example.com or call us at +370 698 07061.