Distributor Partnerships: From Dating to Divorce

Craft Brewers Conference 2022
Location: Minneapolis, Minnesota
Speakers: Shauna Barnes, Ashley Pond, Austin Sawyer, Kristine Schulte

Cultivating amicable and professional distribution relationships are key for building beer and beyond beer brands. This panel focuses on how to ensure a strong relationship from the get-go to the breakup, including how to negotiate a mutually beneficial distribution agreement (including key terms and provisions), craft a strong launch plan, manage the distributor relationship post-signing, and set up for an amicable separation (just in case!).

Learning Objectives:

  • Know what you should have in your distribution agreements, and what you should avoid
  • Learn how to begin as you mean to go on, starting with a strong foundation and reasonable expectations
  • Learn how to manage your distributor fairly and respectfully, to ensure brand growth and health
  • Discuss how to educate your wholesaler on the brands, and how to have difficult conversations
  • Recognize the difference between a rough patch and when it’s time to break up
  • Learn how to document potential good cause for a break-up

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