4.1: Selling Directly to Retailers

Question 1

What is the main advantage of selling direct to retailers for both producers?

Answer 1

• free to decide which retailers stock their wines
• can usually have the final say over how they are marketed, so retaining control over their brand image (not always possible with larger retailers)

Question 2

How can the administrative tasks for producers who sell directly to retailers be reduced? What is the downside?

Answer 2

• if either the producer or retailer uses a competent freight forwarder
• this adds to costs