More than ever, suppliers are competing for attention from distributors inundated with an ever-growing array of product lines and labels. The list of new craft brews, artisanal spirits, wine labels and other beverages means increased competition among suppliers for access to distribution networks. Suppliers compete for attention from distributors because improved support from your distributor is key to gaining better penetration of your product into the market.
When suppliers achieve “preferred” status with a distributor, they typically receive “preferential” treatment. This can mean the distributor opts to do things for the supplier (ie: selling their products) before any other suppliers, and generally favoring the preferred supplier’s brands.