How Distributors Choose Wines & Spirits in the U.S.

Small producers can find entering the U.S. market intimidating. How do they get noticed by distributors who see hundreds of products every year? To win their attention—and shelf space—it helps to understand how distributors think.

Distributors look for more than just a great bottle. They search for wines and spirits that fit into their portfolio, align with consumer trends, and are supported by reliable suppliers. Here’s what really matters.

The Story Behind the Bottle Matters

U.S. distributors want brands with authentic, memorable stories. Nearly eight in ten distributors consider brand storytelling a major factor in their selection process. Why? Consumers are willing to pay more for products that offer a meaningful experience—wines and spirits that carry a distinct sense of place, tradition, and craft.

Boutique Italian producers hold an advantage here. Approximately 61% of distributors prefer smaller, artisanal brands over mainstream labels, driven by the growing demand among younger consumers for authentic, unique drinking experiences.

Pricing and Quality: A Delicate Balance

Pricing strategy can make or break distributor interest. About 86% of distributors emphasize competitive yet profitable pricing. They want products that appeal to consumers looking for premium quality without pricing themselves out of the market.

However, quality is still king. Over 90% of distributors highlight taste and product quality as the single most important criterion. Exceptional products naturally stand out—if consumers love the first taste, repeat sales are likely.

Availability, Sampling, and Compliance: The Hidden Dealbreakers

Once distributors show initial interest, producers must prove their ability to deliver consistently. Nearly three-quarters of distributors identify product availability as critical. Distributors won't take the risk if a brand can’t reliably keep products on shelves.

Sampling is also essential, with 72% of distributors considering it crucial before onboarding a new brand. They want a streamlined, affordable way to taste and test products. Brands offering easy and efficient sampling processes gain a major competitive edge.

Compliance is another hidden challenge. About 84% of distributors find compliance complex and burdensome, especially given varying rules state-by-state. Producers who simplify or manage compliance significantly increase their attractiveness to distributors.

What Does This Mean for Italian Producers?

To succeed in the U.S., Italian wineries and distilleries should emphasize their unique stories, deliver exceptional quality at strategic pricing, and simplify distribution through reliable logistics, sampling, and compliance support.

Understanding distributor priorities—and aligning your approach accordingly—positions your products for long-term U.S. success.

Ready to simplify your entry into the U.S. market?

Merum streamlines sampling and compliance, connecting Italian producers directly with distributors who matter most. Get in touch to learn more.