There are two main options: multi-distribution or exclusivity with a single importer. The choice will depend on your resources and business objectives.
MULTI-DISTRIBUTION
If you choose this option, more possibilities open up, as you can select different distributors by channel (Offtrade, Ontrade, private sale, e-commerce, etc.), by geographical area, or in complex markets such as China you can even narrow down to more specific niches by channel and by region.
Like everything, it has its advantages and disadvantages. Here are some of them:
Advantages
✓ It is more suitable for large and complex markets, where there is a wide variety of specific niches.
✓ You will have specialized distributors for each channel and/or region.
Disadvantages
✗ You will need a well-thought-out and correct pricing strategy for the market, taking into account the prices of the competition.
✗ More investment in marketing and communication.
✗ You must be cautious and avoid conflicts of interest between the different importers you work with, being careful not to favor anyone in particular.
✗ Possibility of complex situations, such as the transfer of sales from one territory to another.
EXCLUSIVITY
With this option, you leave the distribution of your wines in the hands of a single importer, who is responsible for reaching all the agreed channels and areas.
Advantages and disadvantages of having exclusivity with a single importer:
Advantages
✓ Lower investment: you can focus all your marketing resources to the same importer.
✓ Avoid conflicts of interest between different types of importers.
✓ Pricing strategy will be determined by the distributor (usually).
*My advice is to be well informed about it so that your prices do not skyrocket in the new market.
Disadvantages
✗ There are markets where a single distributor may fall short.
✗ They have general knowledge of the market, but are not specialized in specific niches or channels.
✗ A single dependency is created. If the market is large, diversifying risk is a "must".
