Beer distributors offer a strong opportunity for moderately established brands, but may not serve new brands as effectively, according to Mark Miller, vice president of sales for Phoenix-based Anheuser-Busch distributor Hensley Beverage.
“I would say that if you have a brand that’s brand new, a beer wholesaler will do a good job, but it won’t guarantee success,” Miller told BevNET at the recent BevNET Live event in Manhattan.
For those brands ready to reach the next level, though, Miller said beer distributors present a unique opportunity. Nudged into the non-alcoholic scene by A-B’s experiment with 9th Street Beverages, A-B houses have found that they understand how to sell more than beer and are venturing into protein bars, snack foods and energy drinks. Additionally, Miller said A-B houses have recommended successful brands to each other. So, success at one Anheuser-Busch distributor could lead to success at others.
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