The Distributor's Perspective Cheat-Sheet

Why You Should Walk in Your Distributor's Shoes to Understand How to Work with Them (and Avoid Useless Weekly Clashes)

The MAFFEO DRINKS Guides is a bi-weekly email newsletter. With a systematized approach, it helps drink builders grow their brand from 10 to 10k cases. Each edition solves one clear challenge for subscribers. Some editions are free, and others are paid. Sign up here:

Dear Bottom-up Drinks Builder,

Setting targets with distributors can be challenging, especially when trying to grow your brand in a competitive market. However, after a decade of experience working with distributors in over 30 countries, I've discovered a more practical approach that can significantly improve your chances of success.

In this blog post, I'll share my insights and the steps you can take to align your brand with your distributors' goals and achieve your objectives.

1. Understanding the Distributor's Perspective:

Distributors have an intricate understanding of the market and their customers' preferences. Their portfolio has multiple brands, each catering to different occasions and customer demands. Pushing for rapid growth without considering their unique challenges can lead to resistance. Instead, adopt a different mindset - view distributors as partners in your brand's success.

2. Defining Your Brand's Commercial Proposition:

To build a successful partnership with your distributors, you must analyze how your brand fits into their portfolio before considering market competition. Compare your brand's occasion with other brands in the distributor's portfolio. Understanding where your brand fits in allows you to identify areas of differentiation.