This article is written by Sid Patel, CEO of Beverage Trade Network and USA Ratings, based on years of working closely with wine, beer, and spirits brands, distributors, and buyers across global markets. One of the biggest gaps he continues to see is a misunderstanding of what “sales” actually means in this industry — especially for emerging and growing brands trying to break into competitive markets.

Too often, brands build sales teams based on experience with large, established portfolios, assuming the same approach will work. But the reality is very different. Selling a product that already has demand versus building demand from zero are two completely different skill sets. This disconnect leads to missed opportunities, poor sell-through, and frustration on both sides — brands and buyers.

In this piece, Sid breaks down what real selling actually looks like on the ground — from first meetings to getting listed, to ensuring the product actually moves. These are practical, real-world insights drawn from the trade, designed to help founders, sales leaders, and reps build a sales engine that drives not just placements, but sustained growth.

Here is what Sid had to say on this….

Everyone talks about “sales”…, but very few actually understand what real selling looks like in wine & spirits. It’s not about taking orders on brands that already move.

It’s about getting listed when no one knows you. It’s about creating demand where there is none. It’s about making a buyer believe your SKU will rotate.

This post breaks down what real selling actually looks like for a wine & spirits rep — in the trade, on the floor, and inside buyer meetings.

Here are 20 things to watch out for and focus on when building a sales rep, sales team, or your sales engine for your wine, beer, or spirits brand.

What Real Selling Looks Like for a Wine & Spirits Rep:

1. Getting a listing when the buyer has never heard of your brand.

2. Turning “no space on the list” into a trial placement.

3. Positioning your wine/spirits against what already sells on their menu.

4. Selling margin, not just the liquid.

5. Convincing a buyer that your SKU will rotate.

6. Getting BTG (by-the-glass) placement for an unknown label.

7. Training staff so they actually recommend your product.

8. Driving reorders — not just the first PO.

9. Fixing a slow-moving SKU instead of blaming the product.

10. Creating a pull in the account when there was none before.

11. Opening new accounts consistently — not just managing existing ones.

12. Getting a meeting without relying on distributor introductions.

13. Building a compelling pitch in under 60 seconds.

14. Handling price objections without dropping your price.

15. Creating a reason for the buyer to act now, not later.

16. Turning one SKU into a broader category conversation.

17. Identifying the right accounts where your product will actually work.

18. Reading the buyer and adapting your pitch in real time.

19. Creating visibility in the account (menus, placements, features).

20. Making your product easy for the team to sell — tools, language, positioning.

If you are building a brand, this is the kind of sales rep you need.

#DrinksBusiness #WineIndustry #SpiritsIndustry #Sales #OnTrade #OffTrade #BeverageIndustry

Also Read:
Wine or Something Else? Why the “Wine Alternatives” Debate Is Really About Identity
How To Pitch Your Wines, Beers, and Spirits To National Chains
How Buyers Evaluate Wines: Quality, Value and Packaging