How to find the right distributor for your drinks brand

Expanding your drinks brand into new markets is an exciting endeavour – whether you produce traditional cider, premium ales, quality flavoured gins, or any beverage. But no matter how distinctive or high-quality your product is, international success hinges on one critical factor: finding the right distributor.  

The right distributor doesn't just help you move product; they become a partner in your brand’s growth. But finding a distributor who aligns with your values, understands your market, and can help you scale is no small task. As a leading UK drinks exporter, Cheers Global specialises in helping UK drinks brands to navigate this process. Here’s what you need to consider when choosing a distributor that will help your brand thrive in the global market.  

Identify your ideal export market for drinks  

Before starting the search for a distributor, you need to understand your target market in detail. Key considerations include: 

• Consumer preferences: Each market has unique tastes. Research local trends (are craft beer, alcohol-free alternatives, or flavoured ciders gaining traction?) so that you can match your product offering to consumer demand.  

• Regulatory requirements: Compliance with local laws, taxes, and import regulations is essential. Some markets have strict guidelines and Cheers Global can help you to navigate import regulations, labelling laws, and ingredient approvals to avoid delays or rejections. 

• Pricing and competitive landscape: Understanding the pricing structure of similar products will help you remain competitive while protecting margins. We provide insight into local market pricing so you can position your brand effectively.  

A well-defined market profile will help you to identify distributors with the right connections and infrastructure to support your expansion goals. 

Look for drinks industry export expertise 

A distributor with a proven track record in the drinks industry will add significant value to your brand. Industry experience means they have: 

• Established relationships: An experienced distributor will have strong connections with supermarkets, bars, restaurants, and specialty retailers, making it easier to get your products stocked in the right places. 

• Market knowledge: A deep understanding of consumer behaviour, purchasing patterns, and seasonal trends will help position your brand effectively. 

• Regulatory experience: Navigating import regulations, licensing, and compliance procedures can be complex, but an experienced distributor can streamline these processes for you. Cheers Global helps you identify partners who understand the paperwork and procedures involved. 

Choosing a distributor who specialises in beverages – ideally within your category, whether beer, spirits, wine, or soft drinks – increases your chances of success. 

Assess a distributor’s network and market reach  

Europe’s distribution landscape is fragmented and competitive. The right local partner is key to success in retail, HORECA (hotel, restaurant, and café/catering) and ecommerce. 

A distributor’s network determines how widely and effectively your brand will be seen. When reviewing options, consider: 

• Portfolio analysis: Look at their existing brands – do they complement yours without directly competing? A complementary portfolio can lead to cross-promotion opportunities. 

• Retail and on-trade channels: Ensure they have access to the right distribution channels: supermarkets, convenience stores, bars, restaurants, and online marketplaces in your target market. 

• Geographic coverage: Make sure their reach aligns with your chosen regions. 

• Marketing and promotional support: Some distributors invest in marketing activities, but this varies. Cheers Global can advise on what promotional support might be available so you can plan your own brand activity accordingly. 

  
  

A distributor with a strong and diverse network will help ensure that your drinks brand gets the exposure and placement it needs to succeed. 

Evaluate sales, logistics, and export distribution capabilities 

Beyond having a broad network, a distributor should also have the infrastructure and logistics to handle your product efficiently. Consider factors such as: 

• Storage and warehousing: Check they have the right storage conditions for your product, especially for temperature-sensitive beverages. While Cheers Global doesn’t directly handle warehousing, we can guide you on what to look for. 

• Order fulfilment and delivery efficiency: Reliable logistics ensure that your product reaches retailers and customers in optimal condition. We can connect you with partners who have strong transport systems in place. 

• Customer service: Professional, responsive service ensures smooth communication and quick resolution of issues.  

  
  

A distributor that invests in logistics and technology will be better equipped to manage supply chain challenges and maintain product quality. 

Negotiate clear export terms and expectations 

Once you’ve shortlisted potential distributors, it’s time to discuss business terms. Establishing clear expectations from the start protects both sides of the partnership and can prevent conflicts later on. Key aspects to negotiate include: 

• Pricing structure: Determine wholesale pricing, margins, and any additional costs. 

• Minimum order quantities: Understanding expected volumes ensures production planning can run smoothly. 

• Marketing and promotional commitments: Agree on who funds and manages brand-building activities and to what level. 

• Payment terms: Define the payment schedule and terms to avoid cash flow issues. 

• Exclusivity agreements: Decide whether you want to work with an exclusive distributor or have multiple partners in the region. 

  
  

Cheers Global can advise on industry norms and negotiation strategies, so you go into discussions fully informed. 

Consider an expert-led drinks export approach 

Navigating the complexities of export distribution can be challenging and overwhelming, especially for small and medium-sized drink brands. Partnering with an expert-led consultancy like Cheers Global can save time, reduce risk and improve outcomes.  

We specialise in helping drinks producers find the right distributors, prepare for market entry, and create strategies that support sustainable growth. Whether you need targeted advice or a fully outsourced export sales solution, we provide the expertise to get your brand established in international markets. 

Finding the right distributor is one of the most important steps in building your drinks brand’s global presence. By understanding your target market, seeking industry expertise, evaluating distribution networks, and negotiating clear terms, you can establish a strong partnership that drives growth and visibility for your brand. 

If you need professional guidance in securing the ideal distributor for your drinks brand, contact Cheers Global.  Our team is ready to help you navigate the process and achieve international expansion success.  

All information was accurate at the time of publishing, in September 2025