40 Beverage Dynamics • January/February 2015
www.beveragedynamics.com
How retailers can work closer with distributors.
S
ome of the most important business relationships a beverage
retailer can cultivate are those that exist with distributors.
Unfortunately, not all retailers take advantage of the plethora
of data and advice distributors can provide.
In addition to giving retailers detailed
information about new products, distribu-
tors often have access to insightful market
research and can assist retailers with mar-
keting and promotions. Discovering the resources that distributors
have to offer and fi nding out how to partner with product represen-
tatives can lead to a positive impact on a retailer's business.
TAPPING INTO DISTRIBUTOR RESOURCES
Many retailers view distributor representatives simply as vendors.
While supplying retailers with needed products is a distributor's
primary function, often they have much more to offer in terms of
information and support services.
Jeff Crouch owns Grizzly Wine and Spirits, LLC, in Missoula,
Montana, the largest liquor store in the state. Although Montana
is a control state, Grizzly operates as a wholesale, private retailer
and regularly interacts with many distributors who primarily act as
product representatives. Crouch says that his store's vast selection
is what makes Grizzly so distinctive.
When working with distributors, Crouch mainly turns to them
for information on new products that might be a good fi t for his
customers. When a distributor launches a new product, a represen-
tative will often visit the store, share label/packaging information,
offer a tasting, and give Crouch and his team additional product
details. Generally, Crouch says most of his distributors stop in the
store at least once per week.
Crouch says the product representatives play a big role in his
decision on which new products to introduce to his customers.
"We're usually open to bringing in a few cases of new product,"
he says. "The best reps bring in corporate research to share with us
so we can get a general idea of sales trends and use that to deter-
mine if the product is a good fi t."
Along with information to help retail operators and their staff
become more familiar with various products, many distributors offer
additional materials and support to help educate consumers as well.
At Oakton Wine Shop in Oakton, Virginia, owner Bryan Gauthier
BY MELISSA
NIKSIC
A TWO-WAY PARTNERSHIP
IN THE THREE-TIER SYSTEM
Grizzly Wine and Spirits,
Missoula, Montana.
