| Just as there are many types of on-premise operations, distributors come in different shapes and sizes. In every market, there are two or three large, liquor-oriented distributors, who usually have significant wine portfolios. Negotiating prices and free goods with them is an art which can be learned. Such distributors frequently offer a variety of incentives for carrying their products. Make sure these incentives benefit your company, rather than key employees. Most markets also have a number of smaller suppliers who specialize in high-quality, boutique wine. They generally operate very differently from the mega-wholesalers. If featuring allocated, hard-to-find wines is one of your objectives, and if you wish to attract the type of clientele who order these wines, you must learn to accomodate these distributors and give them a home under your tent.
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