How to choose the right distributor for your spirits brand?
Partnerships
For scale-up spirits brands, choosing a distributor is the most consequential partnership decision you’ll make. It determines where your story is told, how fast momentum builds, and whether your brand gets real focus or gets lost in a portfolio. The right match is less about the biggest name and more about fit, ambition, and execution.
Understand the landscape you’re entering
Distribution structures vary dramatically by market. In the Nordics, for example, spirits brands face government-owned monopolies such as Systembolaget in Sweden, Vinmonopolet in Norway, and Alko in Finland. These monopolies tightly control retail distribution and product listings, meaning success is less about scale of inventory and more about winning tenders with a precise positioning, strong category rationale, and compelling consumer story.
This is a reminder that “distribution” is never just logistics. It’s understanding the market gatekeepers, whether they’re private wholesalers, government monopolies, or hybrid systems. A winning distributor strategy starts with knowing who controls access, what motivates them, and how your brand can align.
What “the right distributor” actually means
Fit over footprint. The best partner isn’t always the largest. It’s the one with room in the portfolio and a sales team motivated to work your brand.
Belief and focus. You need a distributor who believes in your story and commits resources beyond logistics: programming, key-account access, chain authorization, and field incentives. Ask how many active priorities each rep carries and where you’ll sit on that list.
Market strategy, not national fantasy. In systems where retail is highly structured, whether monopolies in Scandinavia, franchise models in parts of the U.S., or hybrid networks in Asia—a sequenced roll-out often beats a blanket national deal. Start in one or two focus markets, prove velocity, and expand deliberately.
How distributors evaluate you
Distributors want brands that come prepared, with proof of concept, marketing investment, and a plan to drive depletions fast.
But beyond numbers, distributors are foremost looking for bold spirits brands with the story and spark to scale locally. They want portfolio additions that stand out, not just fill space.
That means they are effectively screening for brands that score high on one or more parameters of the Russell & Stellar Bold Brand index:
Consumer led growth category : tapping into rising consumer demand or shifting category trends
Compelling story : authentic, original, and emotionally resonant, a story worth sharing
Disruptive design : a striking bottle and visual identity that stand out on shelf and screen
Signature taste or serve : an unforgettable liquid and/or ritual that drives memorability and preference
Marketing firepower : bold ideas, distinctive brand assets, and a clear plan to drive visibility and engagement.
Price competitiveness: your relative price versus alternatives in the category and market
Budget to grow : willing and able to invest in market entry and brand building
The strongest distributors are choosy and clear about what moves the needle. Brands that tick these boxes are the ones that rise from “carried” to “championed.”
A practical checklist before you sign
Portfolio fit and conflicts
Where will you sit among current priorities? Any direct conflicts by price point or positioning What’s the rep ratio (accounts per rep) in your channel?
Activation muscle
Specific on-trade programming (features, menus, education) and off-trade execution (displays, end-caps, cold box for RTDs). Chain access: who opens doors, and what sell-in stories work for your category?
Data and cadence
Access to depletion and retail scan data; quaterly business reviews with agreed scorecards. Early-warning process for underperformance (so pivots happen before resets).
Contract terms and exit options
Understand local market rules before you sign; in some systems, terminating a distributor can be difficult or costly. Build in performance clauses, notice periods, and other terms where possible.
Passion and enthusiasm
Beyond the numbers, does your distributor genuinely believe in your story? Passion and enthusiasm at the rep level can be the difference between a brand that’s merely “carried” and one that’s actively championed.
Common mistakes to avoid
Choosing by size alone. Big can be briljant, but not if you become brand #94 on the truck. Often, a focused regional delivers more attention and faster proof of concept than a national.
Underfunding activation. Distributors open doors; brands create pull. If you can’t support launch with trade programming, education, and founder presence, your first reset will most likely be your last.
Ignoring market structure. Monopolies, franchise protections, and chain dynamics vary widely. A one-size approach is a fast track to stalled growth—and hard-to-unwind relationships.
Locking in too widely, too early. Multi-region deals feel efficient until you need to pivot. Win a beachhead, then scale.
The Russell & Stellar point of view
We don’t chase signatures, we uncover fit. The right distributor is more than a route to shelf. They’re a true partner: someone who sees your potential, opens the right doors, and commits the field to make it real.
At Russell & Stellar, we start with three simple logics:
· Market logic : where your brand has the right to win
· Portfolio logic : who can truly carry your story
· Momentum logic : how to build velocity early and scale deliberately
To do this, we tap into our Russell & Stellar Distributor Database. Our exclusive database covering 2,500+ distributors across 80+ markets. Powered by our own AI-optimized GPT tool, it allows us to identify, compare, and engage the best-fit partners with precision that goes beyond the obvious.
And while data drives our process, we never overlook the human side. The most powerful partnerships come not just from a great deck or strong margins, but from shared ambition, cultural fit, and belief. At every level of the distributor’s team. We combine data-driven matching with the deep local insight and trusted networks of our regional partners, ensuring every connection is personal and grounded in real market know-how.
