For many drinks brands, distribution can feel like the big unlock. Get the right distributor. Win the right placements. Add more doors.

But inside the distributor tier, the math is more complicated.

In this episode of Business of Drinks, Mark Chaplin, President, Commercial Sales at Southern Glazer’s Wines & Spirits, takes us inside how one of the most important companies in U.S. beverage alcohol thinks about growth, velocity, account strategy, data, and execution.

Southern Glazer’s is the largest wine and spirits distributor in the United States. Shanken’s Market Watch estimates the company generates $25.2 billion in annual sales revenue, servicing more than 250,000 on- and off-premise accounts across 47 states.

That scale makes this conversation especially useful for founders and commercial teams trying to understand what happens after a brand gets into distribution — and why more accounts do not always mean a stronger business.

Mark explains why adding doors can lower sales per point of distribution, why not every placement creates the same value, and why suppliers need to think carefully about the tradeoff between expansion and velocity.

We also get into the parts of distribution that are easy to underestimate:

• The hidden costs of returns, wrong orders, stockouts, and poor program timing

• Why trade spend gets wasted when brands are slow to decide where to focus

• Why targeted “liquid to lips” often beats broad sampling for emerging brands

• What makes a strong annual plan with a distributor — and why it has to start before the year begins

• Why chain placements require long lead times, authorization strategy, and follow-through after the win

• How the distributor salesperson’s job is shifting from order-taking to consultation as data, B2B platforms, and e-commerce change the sales call

We also talk about pricing strategy, on-premise economics, convenience channel authorizations, Southern Glazer’s Proof platform, and the broader changes reshaping the distributor landscape.

For anyone trying to build a drinks brand inside the three-tier system, this is a practical look at how distribution really works — and what brands need to understand before they chase the next door.

For the latest updates, follow us:

Business of Drinks website (sign up for our newsletter!)

Business of Drinks YouTube

Business of Drinks LinkedIn

Instagram @bizofdrinks

Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

Erica Duecy LinkedIn

Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

Scott Rosenbaum LinkedIn

Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

Caroline Lamb LinkedIn

Instagram @borkaline

If you enjoyed today’s conversation, follow Business of Drinks wherever you’re listening, and don’t forget to rate and review us. Your support helps us reach new listeners passionate about the drinks industry. Thank you!