From Suppliers to Shelves: Understanding Beverage Distribution

Here's an unasked question around the bar: How did this bottle arrive here? Usually, we think about the pouring, the brand on the label, and the cost. But the journey is unseen. And that's because it is seen as a compliment, in fact. This means somebody did a good job there. Yet if you operate a restaurant or a coffee shop, this trip becomes essential for your menu. So let's pull back the curtain on how beverage distributors work, using a simple lens: one full year on the calendar.

First, What Distribution Really Means

If you strip away all the business language, it becomes very simple. It’s when a distributor purchases from manufacturers, keeps your product in storage, and delivers it to you. What sets the good distributors apart is their ability to go above and beyond. Take an independent broadline distributor, for example. The difference here is that this type of distributor sells you a range of products and not one specific brand. Why is this important? You choose. Fewer logins, fewer invoices, fewer headaches. That's the baseline you should expect from beverage distributors.

Spring: Menus Wake Up

The spring season is one that calls for menu updates. Cooks try out new recipes. Bar owners make tweaks to their cocktail selection. Patio areas become operational once again. This results in new orders being placed and sometimes new products too. Now is an excellent opportunity to consult your sales representative. They take the time to understand your business, provide suggestions, and find solutions to your problems. Perhaps there’s a beer that complements your spring menu well. Or perhaps it is a wine that goes well with the particular spring dish you will be serving. It doesn’t matter, because you won’t have to guess. Smart beverage distributors welcome those questions.

Summer: Volume Goes Up

Now it is time for the heat to begin. Patios fill up, activities occur one after another, and people come from all over as tourists. There will be more demand as well as more pressure on your deliveries. This is where the last mile delivers value. The driver goes beyond just making the deliveries; they will unload the load and put everything away just the way you like it. This may not mean much until Friday comes around, when you really thank them. It will help your employees grab the items they want easily. Honestly, summer proves which beverage distributors are reliable and which are just talk.

Fall: Time to Take Stock

The fall is much more subdued, so it is time to make use of this period. Analyze the products that have been sold and those that have not. Compare the figures and discuss with the representative what to reduce and what to promote. New products and promotions will come in handy here, as they will show new offers and discounts. Besides, browse the resource guides for ideas for your menu. A pumpkin spice idea can be an old-fashioned one, but who cares; customers will like it. Finally, think about your ordering process. With online ordering and electronic invoicing, there will be fewer papers for you, thus more attention to your restaurant. Good beverage distributors make that review easy.

Winter: The Holiday Crunch

The last but by no means least comes next. All parties, family reunions, and year-end events happen at once. Wine and holiday beverages sell off the shelves faster than ever before. The sales of beer keep going as usual. However, you cannot meet this increased demand. The importance of local connection cannot be overestimated here. Your distributor is aware of the regional pattern of demand and can replenish your stock immediately due to shorter distances. Local beverage distributors shine in exactly these moments.

Why History Still Counts

History, too. The history of some distributors dates back to well over one hundred years ago, when they started out at a local marketplace. This is not just an interesting piece of trivia. It shows that there is a long and proud tradition of integrity, quality, and customer service that can withstand any fad. Businesses with such a history have seen many seasons like the ones you just learned about. So it pays to ask. And an excellent customer satisfaction rate is even better.

The Big Picture

A year in distribution is much the same as a year in your business. High times, low times, and many surprises in between. The right distribution partner keeps pace through it all. Demand services, reliable delivery, wide product selection, and local expertise. Ask tough questions before making your decision. After all, strong beverage distributors don't just move product from suppliers to shelves. They keep your whole operation humming.

Ready to Stock Up?

Jordano's has been an independent broadline foodservice distributor since 1915. We sell food products, wine, and beer in California. 

Contact us at (800) 826-7144 or 805-964-0626, or visit our website at www.jordanos.com to register as a customer and place your order.