42 Beverage Dynamics • January/February 2015
www.beveragedynamics.com
DISTRIBUTOR RELATIONSHIPS
Other distributors offer additional services to retailers that go be-
yond traditional information sharing. Wirtz Beverage Group, a leading
North American distributor of top luxury and premium wines, spirits,
and beers, has invested many resources into building an interactive da-
tabase system that is available to retail clients 24/7. At any time, retailers
can log into the system and browse the latest market trends, product
information, and available data. This resource allows retailers to receive
up-to-the-minute information whenever it's convenient for them.
"It's important to note that this system doesn't replace the rela-
tionship retailers have with members of our sales team," says Kevin
Roberts, Senior Vice President for National Sales and Marketing. "We
spend a lot of time making sure our sales experts are well-trained so
they can serve as expert consultants to our buyers. When retailers
access our technology information database system up front, they're
prepared to have a more strategic conversation with their sales rep."
Wirtz also employs beer, wine, and spirit specialists who hold the
highest level of certifi cation in their fi eld: Master Cicerone, Master
Sommelier, etc. These accredited experts are available to retailers
as an additional level of consulting, and can provide more detailed
product information, including menu building and food pairing for
restaurant/bar operator clients.
"If we can make the retailers more knowledgeable about our
products, we will ultimately help them be more successful,"
Roberts says.
BD
Binny's Evergreen Park (above) and Binny's Lincoln Park tasting room.
Fax to 847-763-9569
Want faster results —
request your information Online at:
www.submag.com/sub/bg
CI1501
