Boots on the Ground, Brands on the Move

We’ve Got the People

We’ve already got the hardest part figured out: the people. The doers. The ones actually out there making things happen, not just talking about it. Pods, displays, menu mentions, shelf placements, that perfectly placed shelf talker, waitstaff training, and a friendly sampling event, that’s the real game, not another fancy slide deck.​

Why Sales Reps Are the Backbone

Let’s start with the distributor sales reps, the backbone of this whole thing. They are in the battle every day, in the aisle and at the bar, turning “maybe later” into “let’s bring it in.” They manage relationships, fight for displays, negotiate features, and make sure that brand doesn’t just land but actually stays and sells.​

Key facts on sales reps:

• They drive core distribution, menu placements, and those clutch feature displays that move real volume.​

• They act as problem solvers and educators for buyers and staff, keeping your brand top of mind.​

Why Brokers Are Door Openers

Then there are the brokers, the ultimate door openers and translators of “retail speak.” They know who to call, how to position your brand, and which buyers are actually looking for something new versus just being polite. They help you jump a few rungs on the ladder by plugging you into their network and their know-how.​

Key facts on brokers:

• They connect brands to retailers quickly, accelerating access to chains, independents, and new regions.​

• They bring strategy, data, and negotiation skills, so you are not guessing your way through the market.​

Why Street Teams Are the Spark

Street teams are the energy drink of brand building, they wake the brand up in the real world. They’re the ones in stores, at events, in parking lots, at festivals, handing out samples and having real conversations with real people. They turn a logo into a story and a product into something a customer actually remembers and asks for again.​

Key facts on street teams:

• They create high-impact, face-to-face moments that build trust way faster than most digital ads.​

• They deliver live feedback from consumers so you can tweak messaging, flavors, and activations on the fly.​

Why Boots-on-the-Ground Agencies Keep It Moving

And then there are the agencies that put organized boots on the ground. These crews are like special forces: they come in with trained people, proven playbooks, and reporting that shows what actually worked. When your internal team is tapped out, they scale the effort, more samplings, more ride-alongs, more brand days, more coverage.​

Key facts on boots-on-the-ground agencies:

• They give you flexible, scalable teams for launches, blitz weeks, and key selling windows across multiple markets.​

• They track activity and results so you can see where your dollars are turning into real pulls off the shelf.​

Turning Respect Into a Real Plan

Here’s the point: there is no single magic path for a brand, just a squad of different heroes playing their positions. One account at a time, one pod at a time, one display at a time, sales reps, brokers, street teams, and agencies are the tortoises and the farmers of this industry, slowly and intentionally planting and growing brands that used to be complete unknowns.​

So here’s to my heroes: the distributor sales reps, the brokers, the street teams, and those boots-on-the-ground agencies. Thank you for getting told “no” so many times so brands can finally hear “yes.” Thank you for every menu mention, every shelf talker, every hand-sell, and every sampling that makes a brand matter.​

Resources Used to Write This & To Build Your Plan

Below are the sources that informed this newsletter and that you (or your readers) can use to build out a more detailed plan.

On Sales Reps

·  Overproof What Exactly Does an Alcohol Sales Rep Do? https://overproof.com/2024/03/01/what-exactly-does-an-alcohol-sales-rep-do/

·  ZipRecruiter What Is a Liquor Sales Representative Job? https://www.ziprecruiter.com/e/What-is-a-Liquor-Sales-Representative-job

·  Nation’s Restaurant News Understanding Your Sales Rep Can Make for a Better Beverage Program https://www.nrn.com/beverage-trends/understanding-your-sales-rep-can-make-for-a-better-beverage-program

·  ForceBrands 4 Realities of Being a Wine Sales Representative https://forcebrands.com/blog/wine-sales-rep

·  SevenFifty Daily What Beverage Buyers Should Know Before Shifting to a Sales Rep Role https://daily.sevenfifty.com/what-beverage-buyers-should-know-before-shifting-to-a-sales-rep-role/

On Brokers

·  High Impact / HighPoint What Is a CPG Sales Broker: Connecting Brands to Retailers https://highpointus.com/what-is-a-cpg-sales-broker/

·  Alexander Group The Broker’s Role in Consumer Packaged Goods (CPG) https://www.alexandergroup.com/insights/the-brokers-role-in-consumer-packaged-goods/

·  Food Business Review Exploring the Benefits of Food Broker Collaboration https://www.foodbusinessreview.com/news/exploring-the-benefits-of-food-broker-collaboration-nwid-1460.html

·  Alliance Sales The Advantages of Working with a Food Broker https://alliancesalesinc.com/blog/the-advantages-of-working-with-a-food-broker%EF%BF%BC/

·  Sales One Foodservice The 14 Benefits of Working with a Food Broker https://www.salesonefoodservice.com/resources/the-14-benefits-of-working-with-a-food-broker/

On Street Teams & Field Marketing

·  Street Attack The Benefits of Street Teams in Your Marketing Campaigns  https://streetattack.com/journal/street-teams/

·  ATN Event Staffing Street Team Marketing: The Dos and Don’ts https://atneventstaffing.com/street-team-marketing-dos-and-donts/

·  AI Buzz Marketing The Importance of Utilizing Street Teams When Launching a Brand New Product https://www.aibuzzmarketing.com/the-importance-of-utilizing-street-teams-when-launching-a-brand-new-product/

·  Pro Mobile Marketing Building Your Brand’s Field Marketing Team https://www.promobilemarketing.com/blog/field-marketing-team

·  OnCampusNation What Is Street Team Marketing And How It Can Benefit Your Business https://oncampusnation.com/what-is-street-team-marketing-and-how-it-can-benefit-your-business/

On Alcohol Sales & Activation Strategy

·  OH Bev Alcohol Sales Strategies – How to Increase Alcohol Sales https://www.ohbev.com/blog/alcohol-sales-guide---how-to-boost-alcohol-sales

·  SevenFifty Daily The Future of the Wine and Spirits Sales Rep Role https://daily.sevenfifty.com/the-future-of-the-wine-and-spirits-sales-rep-role/

Beer Connoisseur Distribution Reps: The Behind-the-Scenes Ambassadors of Your Beer Brand https://beerconnoisseur.com/beer-industry/industry-people/beer-distribution-reps-three-tier-system/