Adding a new market can be a time of frustration, but coming in with a plan to pick a distributor to work with for the expansion into a territory can be helpful in quicker success.
Hannah Perkins of Colorado’s Holidaily shared with Brewer that the gluten-free brewery prepares as much as they can by understanding the future market needs, be that in projections for an increase of raw materials and equipment needs to map out a checklist of what to ask potential distro partners.
Below are questions Perkins said they ask wholesale distributors to see if they’re the right fit for the company:
“No market is the same, so it really depends on the territory and our go-to-market strategy,” Perkins said once a distributor partner is picked and the thought leans toward hiring for the market. “This usually means adding an additional body or additional resources to the new market expansion.”
Holidaily will either hire from within the company to move someone to the market if that is the best choice or hiring from the market can be a positive way to get a local with boots on the ground going quickly.
“They know the area best,” she said. “What has worked best for us in building our brand in markets quickly is a combination of chain presence and PODs, distributor buy-in and share of mind, brand awareness efforts and marketing, and [the] classic ‘liquid to lips’ opportunities.”
Photo courtesy Holidaily Brewing
Copyright © 2014 No Walls Media, LLC.