Sid Patel, CEO and founder of Beverage Trade Network sold and pitched his own wine brands into many chains and understands what it takes for a brand to get placements in national and regional chains. He will be hosting a panel of national chain buyers on how suppliers can work with national chains and what are national buyers looking for in today's competitive marketplace.

“You need to tailor your research for each of your chain buyers, what is it about your company or brand that aligns with their principles and business metrics, what the buyer values and what are his or her company values, what is the NO 1 business goal and most importantly, how are you helping the buyer grow their top line and bottom line, says Sid Patel”.

Image: Sid Patel, CEO of Beverage Trade Network

A lot of suppliers don’t understand chain terminology and how the chain business really works. Here are 3 pointers I would say from many that brands need to focus on. 

1. Understand your buyer, buyer's business, buyer's priorities, and buyer's supplier. Do a 360-degree study on your buyer and see how you can help.

2. Prepare your sell sheets. A sell-sheet should be a one-page detailing:

- The wholesale price and estimated retail price of your brand.

- Discount tiers and quantity buy pricings

- High-quality photographs of the brand are shown on racks, floors and other areas.

- Product information, benefits, USP.

- Testimonials from other retailers.

- Reviews and ratings.

- Patents, certifications.

- Contact information and how they can order.

A good hack here would be to see the brands they work with and see the information that they are feeding the buyer and their decks.

3. Prepare your certifications. Today, a lot of suppliers are paying attention to authenticity and sustainability as their customers are. This is a cost but this will also differentiate you.

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Sid will be moderating a panel of retail chain buyers on July 25 from 10.20 am to 11 am. Speakers include:

Kimberly Shannon: Beer, Wine and Liquor Specialist at Giant Eagle, Inc 

Jeff Feist: Divisional Manager - Alcohol, wine, beer & spirits. Save Mart

More speakers are being added to the panel. Questions that will be included in the panel are as follows:

- What are you buying more and buying less in the next 12 months and why?

- Suppliers checklist: what all documents and tools suppliers must have. Like Sell sheets, case display pictures, market data proof, logistics and distributor network information, top markets and customers data and more?

- How do you measure brand performance internally and how do you increase or decrease current SKU orders based on that?

- What's that ‘one thing’ if a supplier did or said to you, turn their chances high to get a placement?

The panel will also include 20 minutes of Audience Q &A. Suppliers can ask personal questions that relate to their business to the buyers in the panel. This is a great chance for brands to understand how they can sell to these chains. If you are a winery, brewery or distillery looking to learn and get actionable insights, get your tickets here and receive your seat.

Get your tickets here