Strategies to Consider When Evaluating Distro Partners for Your Cidery

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Selecting the right cider distribution partner is a critical decision in growth. For cideries embarking on, adding to, or revisiting distribution partnerships, the message is clear: Thorough evaluation and well-placed skepticism are necessary tools. By carefully assessing the wholesaler’s capacity, priorities, and motivation, cidery owners can make informed decisions that support sustainable growth.

The right wholesaler can help expand market presence and drive sales, but the wrong one can stunt growth or misalign with your cidery’s goals.

When selecting a wholesaler, John Knisley, owner of Tallgrass Cider told Brewer that they focus on understanding the service area and the distributor’s alignment with local products.

“How committed are they to selling a locally grown product?” he said, emphasizing that understanding how the distributor will market and represent the cidery’s story is critical.

Lara Worm, co-founder and CEO of Bivouac Cider echoes this sentiment, noting that a distributor’s commitment is often revealed by asking direct questions.

“What brand creates the majority of their revenue? What are their goals for you? And what is your competition within their portfolio,” she recommends asking.

Red flags during negotiations also serve as essential warning signs. Worm points out that a lack of preparation on the distributor’s side is a cause for concern, saying that not coming prepared to a meeting, not having specific goals, or inflating your importance to their portfolio are all issues.

Knisley similarly advises watching for clues about loyalty, such as which brands they are already carrying and how they plan to position your product.

A major takeaway for any cidery owner looking to do this is the need for due diligence. While the temptation to trust a potential partner’s assurances may arise, both Knisley and Worm caution against taking things at face value.

“There is no code of conduct or standard of ethics anyone is held to in this business,” Worm said. “Don’t trust anyone until they earn your trust.”

Knisley adds that asking tough questions not only uncovers critical information but also signals that the cidery is serious about the relationship.

“It lets them know you are not an idiot,” he said.

READ MORE: Cider Corner: 3 Ways to Adjust Low Weeknight Cash Flow

Another factor to consider is whether the distributor’s team has the knowledge and infrastructure to properly support the brand. Worm pointed out the importance of gauging a wholesaler’s sales force and looking at how many sales reps they have; ask what their sales training and incentive programs are and what their relationship with the chains you want to be in?

These inquiries are crucial to determining if the distributor has the capability to prioritize your cider alongside other products in their portfolio

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