4.2: Appoint a Distributor

Question 1

What are the main benefits of using a distributor?

Answer 1

• knowledge of new markets (key players, consumer preferences, current trends)
• facilitate introductions, saving the producer from having to go out and find potential customers themselves
• knowledge of retailers’ requirements and preferences (can focus on most appropriate targets for a particular wine)
• lift administrative burden
• greater resources to promote a wine than the producer and usually take over the marketing

Question 2

What are 2 downside of being part of a larger portfolio?

Answer 2

• distributors cannot give undivided attention to any one producer and the overall marketing strategy may not be the ideal one for an individual wine
• distributors may drop those which are not selling in sufficient quantities

Question 3

Where might producers meet distributors?

Answer 3

• trade fairs and tastings

- recommendations from other wineries