No matter the chain, they are always looking for a specific 'fit' for their stores, so make it your priority to do understand the needs of each Chain you pitch. In the case of Whole Foods, it would be a “sustainable” tie in – either a SIP certificate (Sustainable in Practice), an organic designation or Biodynamic designation.
Make it a priority to pitch your brand to nationally renowned reviews and competitions and. If you are representing an international brand that doesn't have a local tie in, focus on the specific requirements that the chain is known to ask for when sourcing a new wine, beer or spirit.įor Costco you should be ready to present a good portfolio of ratings. Expand your way across the chain after you build your reputation as a dependable supplier to local accounts. For example, a Whole Foods in Marin County (north of SF) would look at a Marin County Wine or a Sonoma County as more desirable to than a wine from Temecula.įocusing on a local store specific set is a good way to establish your relationship with the buyer. If you've done a good job at establishing your brand, then it should be easy to leverage the built in customer base as a strong selling point. If the wine brand has a local connection, start by showcasing the highlights of your local markets. SCA: In your first call to a large chain buyer, what points should you cover in your 5 minute pitch?Īdam: My first point would be: Does it have a local tie in?Ĭhain retailers generally do localized sets in the US. SCA interviews Adam Vignola, Former Sales and Operations at Total Wine, on how to pitch your liquor, beer and wine to a national chain. Ratings, reviews, price, margin, supply, merchandising - these are all key aspects of a well developed brand ready for national distribution.Įven after you've targeted your key partners and done your due diligence it can take a very long time to secure a meeting with a chain store buyer and getting them to focus on your brand is difficult.įrom developing your local distribution network to working with category managers inside the offices of large retailers, each new relationship you develop is an important aspect of successful expansion.
Understanding how chain stores source new wine, beer and spirits means taking the time to research each chain respectively and perfecting your pitch to fit the buyer's profile.
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