Beverage School: How Do I Get My Brand Into a Distributor’s Portfolio?

You’ve a got a great new product, and you think it’s ready for distribution. But how does your brand find its way into a distributor’s portfolio?

In this segment featured on, Debbie Wildrick, the founder of Growing Innovative Brands, and a 23 year veteran of the beverage industry with executive roles at FRS, 7-Eleven, and PepsiCo, talks about the importance of having a product that fills an unmet need in the market, and having a thoroughly planned marketing and sales strategy as the best ways for a brand to find initial and new distribution.

“At the end of the day, it’s no longer about relationships,” Wildrick said. “If you’re concept is a viable concept… the distributor marketplace will actually start calling you.”

Watch this video as Wildrick discusses more on about the preparation necessary before a brand should attempt to gain distribution. And for much more on how on how to formulate a successful distribution and retailing strategy, as well as range of other topics about the industry, visit, BevNET’s on-demand video learning site (subscription required).