By Cristóbal Toral – International Wine Leader
Getting into a major retail chain in the United States is one of the most ambitious — and most valuable — challenges for a wine or spirits brand. In my experience helping producers position themselves in the U.S. market, I’ve learned that large chains aren’t just looking for products… they’re looking for certainty.
What do chains look for?
Regional and national chains buy with a strategic vision:
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They want brands that can supply consistently.
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They value already-established distribution structures.
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And above all, they look for a clear story that resonates with their type of consumer.
Margins that justify shelf space
A viable brand is one that can scale without complications, with clear logistics and a team that understands how modern retail works.
Before knocking on the door: real preparation
An effective presentation begins long before the first email or call. You need to do thorough research:
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What customer profile shops at that chain?
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What products do they already have? In what price range?
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What’s your real differentiator compared to what they already offer?
Additionally, the buyer expects a solid proposal that includes:
✔ Suggested retail price
✔ Estimated margins
✔ Available volumes
✔ Logistics costs
✔ Growth projections
The 3 pillars of a winning pitch
At Toral Wines & Spirits, we help brands structure their presentations around three key elements:
1. An authentic and relevant story
Telling the origin of your wine or spirit is not enough. You need to convey a purpose that emotionally connects with the consumer.
2. A clear value proposition
Is your advantage in the flavor? The packaging? An accessible premium positioning? Be clear. Retail needs to understand why they should bet on your brand over hundreds of others.
3. A visible commercial and support plan
Chains need to know how you’ll help move the product:
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In-store activations
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Promotions
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Visual materials
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Digital and social media support
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On-the-ground sales agents
Objections: an opportunity to stand out
The initial “no” is not the end of the road. What matters is listening, understanding the objections (e.g., low turnover, logistics issues, internal competition), and responding with clear, flexible solutions.
Follow-up also plays a key role: sharing pilot test results, new presentations, or media mentions can tip the balance in your favor.
It’s not just a sale. It’s a strategic relationship.
Getting into a major chain should be seen as the beginning of a long-term partnership. Building trust, delivering on promises, and adding consistent value is what turns a first order into sustained national presence.
Another strategy we’ve seen work to gain traction in the U.S. market is partnering with regional agents who have relationships with chains averaging 10 to 50 stores and need a producer/importer who can help them meet the chain’s program.
An example of a brand we’ve brought to the U.S.?
The brand 9 Fairway is already distributed in several chains. In particular, we’ve developed long-term work in Miami with the local chain Milams, where we consistently run tastings to build a sense of closeness with consumers and store managers.
Even more important is interacting with consumers to understand market trends and adjust products — from packaging to wine profile — to offer the best product to different chains across the country.
Discover the character of 9 Fairway Rum Barrel Aged
In line with this strategic vision and with a strong focus on brand differentiation, 9 Fairway Rum Barrel Aged stands out for its innovative concept: a blend aged in rum barrels, which adds enveloping notes of toasted caramel, sweet spices, and a smoky finish.
This wine not only stands out for its quality — it also connects with moments of pause, enjoyment, and camaraderie.
Want to bring your brand to major U.S. chains?
At Toral Wines & Spirits, we help brands build strong presentations, design competitive products, and secure sustainable commercial agreements with leading chains.
📩 Write to us at: [email protected]
📞 Or call us directly at: +1 (419) 450-1271
