How to grow your wine or spirit brand

Imagine a distiller or wine producer beaming with pride after crafting and bottling the perfect product. What comes next? As an independent business owner, it may feel overwhelming to navigate the booming, competitive beverage alcohol landscape. Though it can be intimidating to build your brand, it is possible for your business to succeed in the industry, especially with the right tools and resources.

Here are strategies that smaller craft and artisanal wine and spirits brands can use to increase their chances of securing distribution and thriving in on- and off-premise environments:

1. Build relationships with distributors

    

2. Know your numbers 

    

3. Participate in industry competitions

    

4. Utilize online sales platforms 

    

5. Leverage social media and influencer marketing

You may be wondering how to build relationships with distributors. Establishing strong relationships is critical for getting your products into stores and restaurants. Attend industry events and trade shows (like WSWA Access Live ) to meet distributors face-to-face, and be prepared to pitch your brand and product to them.

Don’t be afraid to put yourself out there and share what makes your brand unique — your product could be exactly what a distributor is looking for to fill a gap in their portfolio.

How does understanding the financials of distribution help new wine and spirit brands? Numbers will lay the foundation of your sales pitch and are crucial for determining a budget plan. When creating a sales pitch and budget for distributors, numbers should back every claim. For this reason, clarifying your financials — like your profit margin, cost of your product, retail pricing, volumes, and marketing budget — is your first step.

Understanding the “retail math” that goes into operating in on- and off-premise retail environments demonstrates to a distributor that you know the profit drivers of their customer base and can be a true business partner.

In order to attract the right kind of attention from potential distributors, consider entering in industry competitions such as the TAG Global Spirits Awards, San Francisco World Spirits Competition, or the International Wine & Spirit Competition to build credibility for your brand. 

Some competitions even provide notes back from the judges, so think of entering as an investment that can result in valuable feedback from industry experts regardless of your award outcome.

In addition to working with traditional distributors, small wine and spirits brands can also explore online sales platforms such as Instacart,  ReserveBar, or other online marketplaces. Why is e-commerce important to help a small wine or spirit brand grow? It can help reach a wider audience and build brand awareness.

Some even have special marketplaces just for craft or diverse-owned brands (like ReserveBar’s Spirited Change Initiative) that shine a spotlight on businesses historically underrepresented in the beverage industry.

Social media can be a powerful tool for building brand awareness and generating consumer interest in your products — which in turn generates distributor and retailer interest. Consider partnering with social media influencers or bloggers to promote your brand and products.

Crafting your brand’s “voice” and connecting with your community, both locally and through online channels, will give you the opportunity to increase brand recognition and build a loyal customer base.

Ultimately, a successful route to market will require persistence, creativity, and a willingness to explore a variety of strategies. Don’t get discouraged if you need to try out several ideas to make progress in establishing your brand and expanding your business. With grit, a strong product, and an enthusiastic consumer following, your product can achieve success and make a mark on the industry.

Bolstered by a highly certified team of experts, Southern Glazer’s has the capabilities to help brands of all sizes grow and succeed. Learn more about how partnering with us can accelerate your brand’s growth.

If you own a smaller, independent alcohol brand, you may be eligible for Southern Glazer’s Incubator Academy, which provides unprecedented free access to foundational business learning. Register today.