Getting into a distributor’s portfolio is one step. Earning their attention, sales effort, and repeat orders is the next.

So what makes your brand a priority?

Join Sid Patel, Founder and CEO of Beverage Trade Network, for a practical webinar on becoming a more valuable supplier. Drawing on his experience owning and running a wholesale business, managing 10 private-label brands, and owning a gin brand, Sid will explain what distributors need from brand owners—and how to turn that understanding into action.

Date: December 20, 2026
Time: 12 PM EST
Speaker: Sid Patel, Founder & CEO, Beverage Trade Network

REGISTER FOR THE WEBINAR

Become a Brand That Makes Them Money

Distributors manage busy portfolios and competing demands. Your brand needs to give them a commercial reason to prioritise it.

That could mean generating consistent case volumes, opening new accounts, delivering meaningful profit, or bringing them orders ready to fulfil. It also means helping products sell through and making your business easy to work with.

In this session, Sid will share real examples from both sides of the table, including using a $3.99 Sweet Malbec to open doors, building direct relationships with key accounts, and supplying printed point-of-sale materials tailored to individual retailers.

What Sid Will Cover

1. Become a cash-flow brand. Keep stock moving, generate reorders, and build a consistent contribution to your distributor’s business.

2. Help your distributor open doors. Give their sales team a product, format, or proposition that creates opportunities with new accounts.

3. Bring them new business. Develop your own leads and bring accounts ready to buy.

4. Deliver meaningful total profit. Understand why margin percentage alone is not enough—and how sales volume affects your value.

5. Become a brand accounts ask for. Build demand from retailers, restaurants, and consumers that gives distributors a reason to act.

6. Earn repeat orders. Support sell-through so your product earns its place after the first listing.

7. Build relationships with important accounts. Work with key customers to support displays, promotions, and sales opportunities alongside your distributor.

8. Make ordering and logistics convenient. Simplify pricing, packaging, stock availability, and collection arrangements.

9. Provide ready-to-use printed point-of-sale materials. Give sales teams and accounts the materials they need to merchandise your brand.

10. Be available and consistent. Build confidence through responsive communication, reliable inventory, and dependable pricing.

11. Find a meaningful gap in the portfolio. Understand how a distinctive product can help secure a listing—and what it takes to become a priority afterwards.

Who Should Attend?

Wine, spirits, beer, and RTD brand owners, founders, export managers, and sales teams working with distributors or importers in domestic and international markets.

This session is especially relevant if your brand has secured distribution but needs stronger sales engagement, better sell-through, and more repeat orders.

What You’ll Take Away

A practical framework for assessing your value to a distributor, identifying where you can contribute more, and planning a more productive next meeting.

You’ll learn how to arrive with useful account opportunities, sales support, and clear actions that help your distributor grow your business together.

About Sid Patel

Sid Patel is the Founder and CEO of Beverage Trade Network, the company behind the London Competitions, USA Ratings, Sommeliers Choice Awards and Bartender Spirits Awards; trade shows including IBWSS; and media platforms such as Sommelier Business, Bartender Business and The On Trade.

Having owned and run a wholesale business, managed 10 private-label brands, and now owning a gin brand, Sid brings firsthand experience of the commercial relationship between suppliers, distributors and trade buyers.

Give Your Distributor a Reason to Prioritise Your Brand

Learn how to contribute more to their business—and create more opportunities for yours.

REGISTER FOR THE WEBINAR

Also Read:
U.S. Wholesale Wine Distribution Today and What Does the Future Promises
The Largest U.S. Wine Retailers and Merchants
How USA Wine Ratings Helps Wineries Reach U.S. Retail Buyers