Bridging the gap between breweries and retailers requires a journey through the land of wholesalers. Just as beer terminology can change from the brewhouse to the bottle shop, distributors bring their own language to the beer business. Learning to speak in CEs, SKUs, DI, and depletions will improve your communication and help you gain share of mind with your distributors.

Beyond terminology, this seminar will demystify distributor operations, deliver guidance on choosing the right distributor and maintaining successful distributor relationships, outline distributor expectations and distributor management strategies, and look at the opportunities and challenges of distribution vs. self-distribution.

Learning Objectives:

• Comprehend common beer distributor terminology Describe the role and function of distributors Discuss how to assess a distributor's fit for your brewery, as well as the pros and cons of distribution vs. self-distribution Apply basic distributor management strategies