At the USA Trade Tasting (USATT), a panel of industry experts shared their experiences on how brands can successfully collaborate with importers and distributors. The discussion, titled Cracking the Code: How to Work with Importers and Distributors for Success, featured key speakers such as Lee Schlesinger, John Harford, David Kohl, and Monique Huston. Their insights highlighted essential strategies for portfolio management, market penetration, and long-term brand growth.

Aligning with Distributor Needs and Consumer Trends

If you want to succeed in the market, your brand needs to fill gaps—both in distributor portfolios and in what consumers are looking for. Over Delivering on value (QPR) is key. Keep up with trends like sustainability, authenticity, and traceability, as these are becoming more important to consumers and, in turn, to distributors.

The Power of Education

A great product isn’t enough—you need a clear, compelling marketing message that resonates with consumers. This message should filter through to distributors and wholesalers, not just with technical details but with engaging brand stories. When people feel connected to a product, they’re more likely to sell and buy it.

What Distributors Look for in a Brand

When adding a new brand to their portfolio, distributors consider several factors:

- Does the brand fill a gap in their portfolio?

- Is there demand in the market?

- Is the price, promotion, and packaging competitive?

- Does the producer have a compelling story and authenticity?

- Will the producer support the brand with marketing and market visits?

Understanding these elements will help brands position themselves for success when approaching distributors.

Building Strong Relationships with Distributor Sales Teams

Want to get your distributor’s sales team on your side? Get out there and be active. Meet with retailers, attend industry events, and invest in promotions. The more visible and engaged you are, the stronger your relationships will be.

Ensuring Long-Term Success in a Distributor’s Portfolio

Getting into a distributor’s portfolio is only half the battle. To stay there and grow, brands must:

- Stay engaged in the market and maintain visibility.

- Invest in marketing and promotions.

- Communicate frequently and effectively with distributors.

Overcoming Portfolio Management Challenges

One of the biggest hurdles brands face is securing time and attention from importers and distributors. These are limited resources, so brands need to stand out. Strong communication, consistent engagement, and strategic marketing are key to overcoming this challenge.

Lee Schlesinger, MBA, DipWSET, is an expert in portfolio management and education. As the Vice President of Portfolio Management & Education at Winesellers Ltd., he helps shape a world-class wine portfolio distributed across all 50 states. Winesellers Ltd. is known for curating high-quality wines with a strong focus on market reach and relationships.

USATT is a premier industry event where brands, importers, distributors, and retailers connect. It’s a space to network, learn from industry leaders, and find new business opportunities. Panels like Cracking the Code: How to Work with Importers and Distributors for Success provide real-world strategies for navigating the industry.

Success in the wine and spirits industry isn’t just about the product. Brands need to align with distributor needs, invest in education, build strong relationships, and stay active in the market. Following these strategies, as outlined by experts like Lee Schlesinger, can help brands unlock new opportunities and thrive in a competitive space.

Header image: Lee Schlesinger, Sales Director, Winesellers, Ltd. Source: The Beverage Journal.

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