Off-premise sales have become increasingly important to the alcohol beverage category, but it can be a challenging channel for small retailers. In order to get bottles on the shelf at a national chain, a data-driven sales pitch, detailed marketing plan, and strong distributor relationship are all strongly recommended by those in the industry. Marketing plans should include frequent in-store tastings and extensive staff training to ensure the product makes sales once it is on the shelf.
“I find that craft distilleries, craft products, when we’re pitching them, two things really have to stand out: one is value and second is quality,” says Max Solano, beverage program specialist and whisky & spirits educator with Southern Glazer’s Wine & Spirits of Nevada.
Source: Craft Spirits Magazine, April 2020