Guide ·
Why Distributor Relationships Make or Break Emerging Beverage Brands
Signing a distributor is a milestone. Keeping its sales team focused on your brand is the ongoing job.
By CAYD CAP · 4 min read
Your brand is one of many
Distributor sales teams carry large portfolios. Without regular attention from the supplier side, a new brand can sit in the warehouse while reps focus on established names.
What strong relationships look like
- Shared goals for placements, depletions and programs.
- A regular cadence of meetings with management and sales teams.
- Fast follow-up on inventory, pricing and out-of-stocks.
- Programs that are easy for reps to understand and sell.
Connecting distributors to chain wins
Chain placements depend on the distributor that services the account. When the brand, the broker and the distributor plan together, authorizations turn into orders and product reaches the shelf.
As Breakthru Beverage’s Jenna Oppe put it about CAYD CAP’s Joey Pedone: “She’s a trusted partner who understands how to drive real results in chain retail.”
