Distributors say yes to brands they believe will sell without draining their resources. A strong pitch shows a clear consumer story, pricing that protects their margin, early evidence of demand, and a supplier who will invest in the market and work alongside their sales team.
Start with what the distributor needs
A distributor's business runs on case volume, margin, and sales-rep time. Every new brand competes for warehouse space, rep attention, and a slot in the portfolio. Before you pitch, be ready to answer four questions from their side of the table:
- Will it sell, and to which accounts?
- Does the pricing leave a healthy margin at a competitive shelf price?
- What will the supplier invest, in people, programming, and marketing?
- Does it fit the portfolio without competing with a brand they already carry?
Do the research first
Map the distributors in your target market and study their portfolios. Look for houses that are strong in your channel (on-premise vs. off-premise, chains vs. independents) and have room in your category without a direct conflict.
Find the right person. That's often a brand or portfolio manager, or a new-products review process, rather than whoever answers the general inbox. Ask brands that are similar to yours, but not competing, how they were onboarded and supported.
Choose carefully. Many states have franchise laws that make distributor relationships hard to end, so the first appointment matters. Our distributor development service covers this mapping in detail.
What to put in the pitch
- The brand in one sentence: who it's for, the drinking occasion, and why it's different.
- Category context: the price tier you're competing in and the brands you sit next to on shelf.
- Pricing ladder: FOB, frontline wholesale, and expected shelf and menu prices. See our pricing ladder guide.
- Target accounts: a specific list of on- and off-premise accounts you'll go after first.
- Market support: who from your side will work the market, how often, and the programming and marketing budget you're committing.
- Volume plan: a realistic first-year case forecast and how you'll track it.
- Proof of demand: anything that shows pull, such as account interest, a local following, press, or results in another market.
Terms to understand before you sign
Have counsel review the agreement, and make sure you understand:
- Territory and exclusivity
- Termination rights and how state franchise laws apply
- Pricing, payment terms, and who pays for samples, freight, and promotions
- Depletion allowances and incentive programs
- Reporting: what depletion and inventory data you'll receive, and how often
- Performance expectations on both sides, written down
After the yes: earn the reorder
The appointment is the start. Present at the distributor's sales meeting, spend time in the market with their reps ("work-withs"), and focus on a short list of target accounts. Agree on a joint business plan with targets and a review cadence. Then track depletions, not just shipments, so you can see whether product is actually selling through.
Common questions
How long does it take to get a distributor?
It varies widely by market and distributor, and it's common for the process to take several months. Arriving with a complete plan, realistic pricing, and evidence of demand shortens the conversation.
Should I go with the largest distributor in a market?
Not necessarily. Large houses have reach, but an emerging brand can get lost in a big portfolio. A smaller or specialty distributor that will actively sell your brand is often the better fit early on.
Do I need a broker?
Some brands use brokers or sales agents to represent them to distributors, retailers, or control-state boards. It can help when you lack people in the market, but you're still responsible for the brand's pricing, programming, and results.