Because I see a lot of brand propositions make it not because of their positioning, design, liquid, but because they did other things well.
The most often asked question I get, “Which distributor is best for my brand?”
That’s the wrong question. The rules of engagement have changed. Twenty years ago, there were more distributors and far fewer brands. Today, the landscape is concentrated, crowded, and unforgiving. In many markets, a handful of players control the majority of volume, while new categories continue to flood the system.
So before asking which distributor is right for you, a better question may be, “Why would any distributor choose to bring in my brand?” Because the reality is getting a distributor to say yes is no longer just about the product.
Beyond margins, story, and positioning, there are a few fundamentals that materially improve your odds:
- You (the brand) get the customers. Distributors respond to pull. If you can walk in with credible retail/on-premise interest, even a few meaningful accounts, you’ve changed the conversation. It’s not easy, but it’s far more effective than leading with a deck. Surely, there will be some retailers who will refuse to meet without an aligned distributor, but for every one who turns you down, there will be another who wants to learn more.
- Focus beats footprint. Pick your markets deliberately and show up with intent (especially in your own "backyard"). A concentrated effort with real support will outperform a scattered national approach every time.
- "Feet on the Street". “Feet on the street” (in key markets) still matter. Whether it’s founders or hired ambassadors, someone needs to be driving activity locally supporting accounts, reinforcing the story, and keeping the distributor aligned.
- Scores help. Awards/scores are table stakes as they help remove friction. Strong, consistent results from credible competitions can make it easier for a distributor to say yes and for a salesperson to tell your story.
- Be a going concern. Distributors are taking risk when they bring on a new brand. They’re asking: Can you support the business? Can you execute? Can you pay your bills? Can you drive pull? Stability and credibility go a long way.
- People still matter most. Experience, judgment, and how you show up matter. Reputations travel fast both good and bad, and always best to hire those who share you/your brand's values and have relationships across the three-tiers.
There are exceptions to all of this, and there are new models emerging that challenge the traditional system. That’s a separate conversation. But for most brands operating within the three-tier system, the reality is simple:
You don’t choose a distributor. You earn the right to be chosen and then prioritized.
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