Issue link: http://read.dmtmag.com/i/111102
WINE WISE MARKETING ELIZABETH SLATER also the time and effort it takes to manage the distribution channels, travel expenses, incentives, cost of sampling and buy-backs. Get a clear picture of the costs on the distributor side and what is expected of you as the client. BE A LEGAL BEAGLE When counting costs, Janet Viader of Viader winery suggests factoring in the time and effort it takes to manage distributors. 24 V I N E YARD & WINERY MANAGEMENT | Laws vary from state to state, so be sure you are aware of how alcoholic beverage sales and distribution laws work in the states in which you want to do business. For example, franchise laws usually favor the local company, i.e. the distributor. Within the states where you wish to sell wine, know which cities and counties permit wine sales, and in which type of outlets. Along this same legal line, prepare yourself to make an easy exit, should you need or desire to get out of a distributor relationship. Mar - Apr 2013 Work out a dissolution plan with the distributor at the time you decide to sign the contract – an agreement that is fair to both businesses and protects both businesses. Working with distributors can be a rewarding experience. Many wineries have happily been with the same distributors for years. Understanding the expectations, goals and possible outcomes, communicating effectively, and addressing potential problems early, go a long way toward keeping the relationship successful. Elizabeth Slater is the owner of In Short Direct Marketing, a direct marketing company that works with individual wineries and winery associations. Comments? Please e-mail us at feedback@vwmmedia.com. w w w. v w m m e d i a . c o m