What Distributors Really Want: 5 Essentials for Pitching Your Beverage Brand
So you’re ready to pitch a distributor. You’ve got the product, the label, maybe even a few solid placements.
But before you send that deck or walk into that meeting, here’s the hard truth:
👉 Distributors aren’t looking for potential—they’re looking for proof.
The days of distributors “building your brand for you” are mostly gone. With limited bandwidth and crowded books, they’re prioritizing brands that are already moving, easy to support, and ready to plug into their system.
At LTO Consulting, we’ve sat in on both sides of the table—and we know exactly what makes a distributor say yes, maybe later, or hard pass.
Here are the 5 things every beverage brand should have locked in before making the pitch.
1. Proof of Sales Traction
What They Want: Real-world sales history—volume, velocity, and reorders.
Distributors are no longer taking chances on unproven brands. They expect to see documented pull-through in independent accounts & chain placements that show retail buyers already believe in your brand.
📊 Why it Matters: “Emerging brands need to prove success in local markets and independent chains before seeking full-scale distribution.”
📚 Source: Beverage Business Academy, 2023
What to Show:
Sales velocity in core accounts (e.g., 3 CE/month across 10 bars)
Chain authorizations (e.g., Total Wine, Kroger, HEB, Spec’s)
Reorder frequency (“80% of accounts have reordered 2+ times”)
Promotional performance (e.g., lift during tastings or LTOs)
Even if you’re early, start with 10–15 high-performing accounts, collect data, and build your story from there.
2. Velocity & Reorder Potential
What They Want: Confidence that your product won’t stall after the first order.
Slow-moving SKUs are expensive for distributors. If you can prove velocity—not just placement—you give them a reason to keep pushing your brand.
🧠 Pro Tip: Distributors look at velocity over vanity. 20 active accounts moving 2 CE/month beats 100 placements with no reorders.
What to Show:
“We’re seeing steady velocity at 3 cases per month per store in our core market.”
“Accounts are ordering 3–4x more since our last promo.”
“This is our third reset with [chain]—we’re performing.”
3. Rep-Ready Sales Tools
What They Want: Materials that make it easy for reps to sell.
Distributors need tools that fit into a fast-paced sales call—decks, one-sheets, and talking points that hit margin, audience, and benefits in under 2 minutes.
What to Include:
One-pager with SRP, margin, and buyer-facing benefit language
Simple value prop: “Why do bar managers or retail buyers say yes?”
Product photo + chain/velocity proof to signal credibility
The easier you make it for a rep to sell your product, the more they will.
4. Pricing That Works at Every Tier
What They Want: Clear margin structure that supports the entire supply chain.
Distributors don’t just look at FOB—they look at whether your pricing makes sense once the retailer or bar takes their cut.
📚 According to IWSR, pricing misalignment is one of the top reasons distributors walk away from new brands in the premium spirits space.
📊 Source: IWSR, 2024 Global Beverage Alcohol Report
What to Show:
Tiered pricing that gives 25–30% margin for distributors and 30–50% for retailers/on-premise
SRP range and how it performs in similar accounts
Chain pricing proof if you’ve landed in retail: “Our $39.99 price point is performing in 12 Total Wine stores with steady turns.”
5. Supplier Partnership & Support
What They Want: A supplier who doesn’t disappear after the PO.
Distributors want partners, not passengers. That means showing up in-market, providing promotional support, training staff, and being responsive.
The Brands That Grow:
Show up to help open key accounts
Run staff trainings in top bars or retail locations
Follow through on activations or LTOs
Provide co-op dollars or local promo budgets
🧠 Real Talk: “Collaboration with the entire distributor team is key. Make simple goals, keep them, and recap regularly. Do what you say and say what you do. Consistency and being available goes a long way.”
— Distributor feedback from LTO survey, 2024
👇 Final Take: Be the Brand They Can Bet On
Distributors aren’t always brand builders anymore.
If you want in, show up with more than a great label and a founder story.
You need:
Proof you’re selling (ideally with chain or high-velocity accounts)
Tools reps can actually use
Pricing that works for everyone
And the willingness to show up, train, and grow
We help brands show up sharp—with the story, structure, and tools to scale.
