Why the Drinks Industry’s Distribution Problem Is Not What People Think It Is

The conversation about distribution in the drinks industry tends to focus on one question: how do you get listed? Which distributor, which markets, which accounts. Get the listing and the product moves. That has been the operating assumption for decades.

It is the wrong question. And the companies that are struggling most right now are, in many cases, struggling precisely because they built their growth strategies around an answer that no longer applies.

The Old Model and Why It Worked