This blog is also available on Substack. Follow along there for addition insights into the artisanal spirits sector and supply chain technology.
The Quiet Revolution Your Favorite Brands Aren't Talking About
Remember Blockbuster Video? In the early 2000s, it seemed unthinkable that anyone would rent movies any other way. The distribution model was set in stone: studios made films, Blockbuster got them to consumers, and we all paid late fees. Then Netflix came along with a simple question: "What if we just... didn't do it that way anymore?"
The wine and spirits industry is having its Netflix moment.
For nearly a century, alcohol has moved from producer to consumer through the three-tier system—a post-Prohibition framework requiring producers to sell to distributors, who sell to retailers, who finally sell to you. This arrangement was treated as both legally mandated and operationally essential. If you wanted to build a successful spirits brand, conventional wisdom said you needed powerful distributors in your corner.
Yet behind the scenes, something remarkable is happening. Premium brands—including established players once fully committed to traditional distribution—are strategically reducing their reliance on this system. They're not just grumbling about distributor relationships at industry happy hours; they're actively building alternative pathways to market.
I recently sat down with the founder of a rapidly growing mezcal brand who put it bluntly: "We realized we were giving away one-third of our revenue to distributors who weren't even telling our story correctly. It was like paying a premium for someone to misrepresent you. Eventually we asked, what exactly are we getting for this investment?"
That's the question driving a fundamental rethinking of how premium wine and spirits reach consumers. This article explores why brands are making this shift, the economics behind it, and what it means for the future of an industry in transition.
The Economics That No One Wants to Discuss
Imagine you're a rideshare driver. You work hard to build a clientele, invest in a quality vehicle, and create exceptional experiences. Then your rideshare app takes 30-35% of every fare without improving its service or helping you find better customers. In fact, they're simultaneously taking the same cut from thousands of other drivers competing for the same passengers.
Would you stick exclusively with that platform if better options emerged?
That's essentially what's happening in wine and spirits distribution. The economics have become increasingly problematic, yet they're rarely discussed transparently at industry events.
Model 1: The Distribution Margin Reality
Source: Analysis of industry margin structures and value delivery metrics, 2020-2025
The Reality Check: Most premium brands discover they're surrendering 30-35% of margin while receiving services worth perhaps 15-20% of revenue. That gap represents an enormous opportunity cost that could be reinvested in direct consumer relationships, product development, or simply improved profitability.
A winemaker I spoke with compared it to using a full-service travel agent in the age of online booking: "I'm paying premium prices for services I could largely get elsewhere, while surrendering control over my customer relationships to someone who represents dozens of my competitors."
This economic reality becomes even more pronounced when examining the operational inefficiencies embedded in traditional distribution:
- Inventory Carrying Costs: Traditional distribution typically requires producers to maintain 60-90 days of inventory in the channel, tying up working capital that could be deployed more productively.
- Pricing Control Loss: Once products enter traditional distribution, producers lose significant control over final pricing, often leading to brand positioning inconsistencies.
- Data Blindness: Despite sophisticated CRM systems, many brands working through traditional distribution lack visibility into who actually purchases their products and why—a critical gap in an era of data-driven decision making.
As one premium spirits CEO (speaking anonymously) told me: "We calculated that for every dollar we spend on traditional distribution, we get about 40 cents of actual value. The rest subsidizes an increasingly inefficient system that doesn't align with our brand goals."
The Myths Keeping Brands Stuck
Several widely-held beliefs have kept the traditional distribution system firmly entrenched despite its declining economics. Let's examine three particularly powerful myths:
Myth #1: "You can't reach consumers at scale without traditional distribution."
This perspective ignores how dramatically consumer discovery has changed. Think about how you found your last favorite restaurant. Was it through a food distributor's recommendation? Or through social media, online reviews, or a friend's suggestion?
Similarly, today's premium spirits consumers typically discover brands through digital channels, peer recommendations, and direct experiences—all areas where producers can exert direct influence. When Casa Dragones tequila launched, they focused on creating memorable experiences and digital content rather than distributor relationships, building significant presence in key markets without traditional distribution strength.
Myth #2: "The regulatory complexity requires traditional distributors."
While alcohol regulations are indeed complex, claiming only traditional distributors can navigate them is like saying only travel agents can book international flights because of visa requirements. The reality is that specialized compliance technologies are rapidly emerging that handle regulatory burdens more efficiently than traditional distributors.
A craft spirits founder told me: "We used to think regulatory compliance was this mystical expertise only distributors possessed. Then we found platforms that automated most of it at a fraction of the cost. It's like discovering you can file your taxes with software instead of paying an expensive accountant for simple returns."
Myth #3: "You need distributors to build relationships with retailers and bars."
This myth particularly frustrates many brand owners. As one premium whiskey producer explained: "It's like paying a dating service that sets you up on blind dates but won't let you exchange contact information. We're perfectly capable of building our own relationships if the system would allow it."
Where regulations permit, brands implementing direct-to-trade approaches are finding that many retailers and bars actually prefer direct relationships with producers—they get better information, more authentic storytelling, and often more favorable economics.
The Questions Brands Are Afraid to Ask Themselves
Perhaps the most revealing indicator of this shift is the emergence of critical questions that brand leaders are increasingly asking in private, if not in public:
- What percentage of our margin is being consumed by distributors without proportional value delivery? Many brands conducting honest internal assessments find this number ranges from 15-25%—a staggering opportunity cost.
- How much control over our brand positioning and storytelling are we sacrificing to distributors? For premium brands especially, the ability to control narrative is often worth more than incremental distribution points.
- Could we achieve better market penetration by reallocating distributor margins to direct consumer engagement? Brands experimenting with this approach frequently find that a 10% reallocation from distribution to direct consumer marketing can drive 15-30% higher conversion rates.
- What would happen if we reduced distributor dependency by 50% over the next 24 months? The brands that have undertaken this exercise often discover surprisingly viable paths to greater autonomy.
These questions represent more than abstract thought experiments—they're driving concrete strategic shifts among forward-thinking wine and spirits producers.
The Hidden Opportunity: Category Creation vs. Distribution
One of the most underreported aspects of this distribution transformation is how it enables a fundamentally different approach to market development: category creation rather than distribution combat.
In traditional distribution, products compete primarily for share of shelf and distributor attention—limited resources allocated based largely on projected volume. This model inherently advantages established categories and relegates innovative products to the margins.
By contrast, brands that establish direct connections with customers and retailers can focus on creating and owning new categories—a strategy that has proven enormously valuable in adjacent industries. Consider how Casamigos tequila effectively created the "luxury everyday" tequila category through strategically limited distribution and direct consumer engagement. Their $1 billion acquisition by Diageo validated this approach.
Model 2: Category Creation Economics
Source: Analysis of premium spirits brand strategies, 2018-2025
Key Insight: Brands that prioritize category creation over distribution breadth typically capture significantly more value per unit and build stronger long-term brand equity, even if initial market access is more limited.
Case Study: From Distribution Dependency to Liberation
The transformation of a premium mezcal brand (which I'll call "Espíritu" to maintain their confidentiality) demonstrates what's possible when brands strategically reduce distributor dependency.
In 2019, Espíritu operated through traditional distribution in three U.S. states, with approximately 90% of their revenue flowing through distributors. Growth was constrained by limited distributor attention, and margins were compressed by the approximately 33% claimed by distributors.
Then they made a strategic pivot:
- Rethought distributor relationships: Maintained distribution in key markets but renegotiated terms to reflect their growing brand equity.
- Developed direct trade relationships: Built direct connections with key accounts in markets where regulations permitted.
- Created a membership community: Established a rich direct-to-consumer program featuring exclusive products and experiences.
- Implemented compliance technology: Deployed systems that automated regulatory processes previously handled by distributors.
The results proved transformative:
- Revenue increased 150% in three years while margins improved by 40%
- Direct relationships (DTC and direct-to-trade) grew from 10% to 50% of total business
- Marketing efficiency increased dramatically through better consumer data
- Most importantly, they gained control over their brand story and customer relationships
As Espíritu's founder told me: "It's like we were building a house but could only use tools the hardware store decided to stock. Now we can use whatever tools best fit our vision. The house we're building is completely different—and better."
A Skeptic's Valid Concerns
Not all brands should abandon traditional distribution, and valid concerns exist about alternative approaches. A thoughtful critique would emphasize several important considerations:
- Relationship Capital: Traditional distributors provide established relationships with key accounts that can take years to develop independently.
- Operational Complexity: Managing multiple go-to-market channels requires more sophisticated operations than working through a single distribution partner.
- Regulatory Risk: The regulatory landscape remains complex, and missteps can result in significant penalties.
- Scale Requirements: Alternative distribution approaches may require minimum scale thresholds to achieve economic viability.
These concerns are legitimate and underscore why the optimal approach for most brands isn't wholesale abandonment of traditional distribution, but rather strategic integration of alternative approaches based on brand objectives, market conditions, and product characteristics.
The Future: Strategic Distribution Integration
The future for premium wine and spirits brands isn't a binary choice between traditional distribution and alternative approaches, but rather strategic integration of multiple channels based on their unique strengths.
Model 3: Strategic Distribution Integration Framework
Source: Analysis of multi-channel distribution strategies in premium spirits, 2022-2025
Key Insight: The most successful brands are developing nuanced approaches that match distribution channels to specific market characteristics rather than applying one model universally.
This strategic integration allows brands to leverage the legitimate strengths of traditional distribution where appropriate while capturing the advantages of alternative approaches where they create greater value.
Your Next Steps: Questions to Consider
As distribution transformation continues to reshape the industry, consider these questions for your brand:
- What specific value does your current distribution approach deliver relative to its cost?
- How would direct relationships with consumers and key accounts change your business?
- What capabilities would you need to develop to reduce distribution dependency?
- How might your product development change with greater distribution freedom?
- What would a truly optimal distribution strategy look like if you were designing it from scratch today?
These aren't just academic questions—they're reshaping competitive dynamics across the industry. The answers will look different for every brand, but asking them is essential for anyone who wants to thrive in the industry's next chapter.
I'd love to hear about your distribution experiences. Are you exploring alternatives to traditional distribution? What challenges and opportunities have you encountered? Share your thoughts as we navigate this industry transformation together.
