3 Potential Distribution Channels for New Beverage Brands

So, you’ve finally perfected a delicious, refreshing beverage that you’re ready to bring to market. Now what?

Building the right distribution strategy is critical to your business’ success. Getting your beverage into the right hands will help you build loyal customers and continue to gain traction in an ever-evolving and challenging marketplace. Read on to learn about three distribution channels new beverage brands can use, as well as how Birkby can help take care of the logistics and get your product where it needs to be.

1. Corner Stores

Similar to vending machines, convenience stores give your product visibility thanks to the large number of people who visit them each day. Most are open for longer hours than traditional grocery stores, giving your product exposure for late-night shoppers and early-morning risers.

Research reveals several unexpected benefits of distributing in corner stores: VideoMining Corp. found that consumers spend up to 6% more time in convenience stores, and nearly 5% less in big-box grocery stores. Additionally, convenience stores are now the most common point-of-purchase for a single-serve drink, making them an ideal distribution channel for an emerging beverage brand.

2. Restaurants & Bars

A local farm-to-table restaurant or a beloved community bar may be the perfect distribution channel for a new beverage. Locally-owned, independent establishments often pride themselves on offering something new, unique, and locally-produced on their menu. Similarly, many bars love incorporating unique flavours into seasonal cocktail offerings. More importantly, consumers who go to these types of restaurants and bars want to try something new; it’s the perfect opportunity to introduce them to your product and build a loyal customer base.

3. Supermarkets & Grocery Stores

While consumer reports have noted significant changes in recent years, the supermarket and grocery store remain a key distribution channel in the beverage industry. In North America, supermarkets and grocery stores represent roughly 50% of the market; this means that about half of all beverage products are purchased in supermarkets like Walmart or grocery stores like Loblaw’s and Sobey’s.

While the sheer volume of potential business makes these channels appealing, they also introduce new challenges for your business. The vast majority of retailers operate on a national or international level; if they choose to carry your product, they will want to be sure that your business will be able to meet demand from coast-to-coast. In addition to manufacturing capability, businesses looking to enter the big-box retail space will need to ensure they have the necessary logistics platform to get their beverages wherever they need to be.

Getting Your Beverage to Market with Birkby

No matter which distribution strategy you choose, businesses need a 3PL provider to manage their supply chain and support business growth. The right logistics provider will be ready to grow with you, finding innovative solutions to meet your evolving needs, keeping your customers satisfied in an increasingly competitive marketplace.

Birkby Food Service has over 100 years’ experience providing exceptional food distribution services across Western Canada. Today, our data-driven mindset and lean operational principles allow us to build 3PL service offerings that meet our clients’ needs today, with the scalability to ensure tomorrow’s success.

Our comprehensive 3PL services include: