How can a wine brand compensate for limited distribution?

Abstract

Distribution plays an important role in the sale of consumer-packaged goods such as wine. It is a vital marketing concept serving a brand's physical availability. Despite the growth of e-commerce and the positive development of direct-to-consumer sales capabilities in the wine industry, 'bricks-and-mortar' retail sales of wine are growing; not just in emerging markets but also in mature markets like the US. This article specifically focusses on the distribution of imported wine in the US. According to Euromonitor estimates, bricks-and-mortar wine sales in the US grew by 11.4% to 2700 million litres from 2012 to 2017. Over this five-year period, e-commerce of wine grew by 78.2% to 57 million ..