The Brewers Association's Market Development Committee developed these criteria and considerations for wholesalers and brewers to:
- use in evaluating the success of current wholesalers
- as a helpful list for brewers when evaluating wholesalers in a new territory
- as a list of items wholesalers may wish to focus on when presenting to brewers seeking a new wholesaler.
The list may change as the committee revisits items on the list over time.
- Is management committed to craft?
- Is the portfolio growing at a rate commensurate with the craft category?
- Are they selective in the craft brands they choose to distribute, or are they brand collectors?
- Is there a dedicated craft manager?
- Does the distributor actively educate/train sales staff in the craft segment?
- Does the wholesaler give due attention to the craft brands in its portfolio? Do they make Key Account Presentations in support of craft brands?
- Are they receptive/flexible when it comes to adding Seasonal/"one-off" craft SKU's?
- Is there a market plan, with specific and measureable goals? Are they committed to spending to achieve results? Will they commit to a budget?
- Do they allow Craft brands to present to sales meetings? Do they include craft brands in programming/incentives?
- Is there Monthly Programming - Management by Objective (MBO) or Pay For Performance (PFP)? Do they track results? Will they provide monthly reports?
- Do they use POS? Do they have in-house design and printing capabilities?
- Do they monitor competitors pricing and ads?
Building Craft Awareness
- Does the distributor promote craft brands in the local market? Do they get involved in events that promote craft beer and educate consumers?
- Is there a craft focus on their website? Do they have a Beer Finder?
- Do they regularly e-mail craft news with Key Retailers?
- Has the wholesaler been a public advocate for franchise law reform? Does the wholesaler favor franchise law reform that allows brewers to move to another distributor for cause?
- Commitment to draft line cleaning and quality.
- Do they have refrigerated storage?
- Cases: 50°
- Kegs: 40°