062 | David Wood | Distribution: The Non-obvious Power of Smaller Categories | Liana Collection
In Ep. 062, I dived into the complexities of the drinks distribution industry with David Wood, Founder of Liana Collection, a UK-based Premium Drinks Importer and Distributor (IWSC Spirits Distributor of the Year 2023 in the UK). He shares valuable insights on what makes a successful brand, the importance of quality liquid, and the market's competitive nature. Discover the criteria for selecting brands, the significance of founder-led stories, and the focus on sustainability and smaller categories. We also discuss the challenges of gaining a distributor's mindshare, the benefits of being a secondary cocktail ingredient, and strategies for maintaining balance in a brand portfolio. This conversation is a must-listen for anyone interested in the drinks industry, brand development, and distribution strategies. Time Stamps 00:00 Welcome to the World of Distribution: A Candid Chat 00:51 The Essence of Building a Drinks Brand: Brand vs. Liquid 03:31 Insider's Guide: Selecting Brands for Distribution 06:31 Innovative Strategies in the Drinks Industry 09:39 The Art of Being a Secondary Ingredient 20:43 The Power of Modifiers in Cocktail Creation 29:00 Navigating Portfolio and Contract Negotiations 31:56 Navigating Brand Sales and Relationships 34:07 Strategic Portfolio Management and Outlet Selection 35:33 Adapting Sales Strategies Across Different Venues 39:43 The Importance of Brand Identity and Selective Partnerships 41:47 Personal Growth and Career Reflections 44:48 Building a Business with Purpose and Longevity 55:47 The Value of Legacy and Historical Insight in Branding About The Host: Chris Maffeo About The Guest: David Wood