Consider Distribution

Introducing a boxed wine to your distribution partners is as important as any phase in the product launch and marketing rollout. Prior to beginning the project, a winery should assess its distribution partners and their current capabilities to sell boxed wines:

• Do they currently have any boxed wines in their portfolios?
• If yes, at what suggested retail prices?
• If not, what possible reasons would they not be willing to sell boxed wines?
• If not, are they successful with premium and popular premium 1.5 liters?
• Do they have sufficient penetration into general retail, supermarket, and other likely outlets for boxed wines?
• Do they currently have product that requires rapid or timely sell-through?
• Can they accommodate returned product?

Boxed wines require timely and fairly quick sell-through, and traditionally wine distributors have not had to work within such parameters. Those distributors that also distribute beer will be much more likely to accommodate boxed wines, as they are familiar with product freshness and product returns.

Discussing the project with distributor partners in advance of the project may provide marketing insights into the messaging, graphics, and support materials you will need to make the launch successful.