063 | David Wood | Understanding How to Choose Distributors & Wholesalers | Liana Collection

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.In Episode 063, Chris Maffeo and David Wood from the Liana Collection share valuable insights on the three stages of brand distribution. He provides expert advice for startup drink brands on self-distribution, the role of small and large distributors, and the crucial importance of building trade relationships. The discussion also covers the complexities of working with wholesalers, the necessity of immersive brand experiences for sales teams, and strategies for national and international brand expansion. Emphasizing the need for founders to stay actively engaged in the trade, David and Chris highlight the evolving role of salespersons in today's digital age. Tune in for a comprehensive guide to scaling your drinks brand successfully! Time Stamps 00:00 Introduction to Brand Distribution Stages 00:55 Advice for Startup Drink Brands 02:34 Scaling with Distributors ⁠03:26 Importance of On-Trade Chains 11:11 Managing Relationships with Wholesalers 16:30 Building Brand Demand 24:11 Role of Sales Reps and Founders 32:58 Digitalization of Sales and Social Media ⁠37:24 Conclusion and Contact Information About The Host: Chris Maffeo About The Guest: David Wood Wanna know what the conversation above means for your team? It's in the paid section.For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com