The Power of Sampling in Alcohol Sales: Why Tasting Still Sells

In an industry full of marketing buzzwords and premium packaging, taste still wins. Sampling remains among the most powerful sales tools in the wine and spirits world. For emerging producers and established distributors, few things close a deal faster than a sip of something exceptional.

But while the act of tasting hasn’t changed, the way sampling is organized—and the road that gets a bottle into a decision-maker’s glass—is evolving.

This is where Merum’s sampling app comes in: it doesn’t replace the physical act of tasting, it makes it easier for the right samples to get to the right people, without the paperwork, emails, or logistics chaos.

Sampling by the Numbers: What the Data Shows

82% of U.S. alcohol distributors say they require tasting before committing to a new brand (internal Merum research & trade sources).

Sampling increases conversion: Products sampled in person are 35–45% more likely to be listed by a distributor or retailer.

Yet many producers—especially small, craft ones—struggle to get their bottles on the table. Between compliance, shipping, and coordination, sampling is often harder than it should be.

Why Sampling Works

1. It Reduces Risk for Buyers
Distributors are bombarded with pitches. But when they can taste the product, it’s no longer a promise—it’s proof.

2. It Builds a Personal Connection
Tasting is personal. It leads to conversations, stories, and real feedback. This builds trust between producers and buyers.

3. It Shortens the Sales Cycle
Sampling is a decision accelerator. When the product is good, buyers don’t need ten meetings—they need a glass.

The Challenge: Sampling is Powerful, but Painful

Traditional sampling involves:

• Sourcing contacts manually
• Email back-and-forth to confirm interest
• Coordinating shipping, compliance, and delivery
• Chasing feedback afterwards

For producers, it’s time-consuming and often expensive.

For distributors, it’s disorganized and hard to scale.

This is the bottleneck Merum solves.

Where Merum’s Sampling App Fits In

Merum doesn’t digitize the tasting—it digitizes everything around it.

Here’s how it works:

For Producers:

• Upload your products once.
• Let interested distributors browse your catalog.
• When someone requests samples, Merum handles the coordination and shipment.

You know exactly where your bottles are going—and who’s tasting them.

For Distributors:

• Browse a curated list of ready-to-sample craft products.
• Request samples directly in the app.
• Plan your tasting events more efficiently.

No more digging through emails or waiting for responses.

In short: we make it easier for samples to get poured in the right glasses—whether that’s at a trade event, a team tasting, or a quiet one-on-one.

What Sampling Should Look Like Today

The industry doesn’t need to reinvent sampling.

It just needs to make it easier, faster, and more intentional.

With tools like Merum’s sampling app:

• Producers can focus on quality, not logistics.
• Distributors can make better decisions, faster.
• Buyers get to taste more of what actually fits their market.
   

Final Thought: Sampling Isn’t Dead. It’s Just Underdelivered.

Sampling needs to work better if we want more great products on U.S. shelves—from producers who don’t have a big sales team or marketing budget.

That’s what Merum is building.

One sample at a time.

No fuss. Just better wine and smarter connections.

Want to get your bottles into the right hands?

Whether you’re a producer ready to share your craft or a distributor looking for your next standout brand, we’re ready.

Get in touch and get access to Merum’s app—let’s simplify how great products find their way to the right hands.