Guestwriter Steve Raye of Brand Action Team tells us his practical advice for exporters looking for a US importer. 


The US may be the biggest and most attractive market in the world for export brands, but securing an importer to represent your wine, spirit or beer brand can be a daunting task.  One great resource is Deborah Grey’s How to Import Wine. An Insider’s Guide. For those of you with limited time, here’s a précis of the key elements that will make success more likely.

The first is to learn and understand the intricacies of the American market and know the fundamental difference between importer and distributor to the shibboleths such as “franchise states.”

Identifying candidates is second. You can create your target list by using tools such as LinkedIn, asking your personal network for referrals and recommendations, and subscribing to industry newsletters and monitoring news of changes and relationships. Beverage Trade Network is a good tool and for larger enterprises able to afford bespoke, our ImporterConnect service may be appropriate.

You have to be specific in identifying what criteria are critical to you: size and scope including turnover, personnel resources, and national vs regional or state coverage etc.  Also take into account whether the importer has a distribution arm. Some importers do, and many distributors function as importers via DI orders.

Then there is traditional versus non-traditional. By traditional we mean companies whose primary function is importing and marketing agency brands. This spans the range from transnationals such as Diageo and Pernod Ricard, to specialist importers like Palm Bay and Wm. Deutsch that specialise in certain categories and countries.

Think beyond those to alternative solutions that may be a better fit for your brand. Nationally licensed service import companies such as MHW, retail buying groups like the Wine and Spirits Guild, large state or national chains such as BevMo! and Total Wine. Consider whether setting up your own operation with a family member resident in the US makes sense, or going totally non-traditional with an e-commerce model.

Read more: Drinks International – Understanding and appreciating the US market