Dealing with Under-Performing Distributors
Nov 2002 Issue of Wine Business Monthly
You make a great wine. Consumers love the product and your sales are booming across the country. Everywhere, that is, except for one state. In that state, sales are flat--or actually decreasing--and you're concerned. You investigate and discover that your distributor has not been promoting your brand and is not interested in doing so. So, what do you do? You terminate the distributor and offer the brand to someone who will work to increase your sales, right? The answer is, maybe. In many states ...
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