Your distillery's reputation hinges on relationships with the on-premise trade, yet many craft spirits producers remain bottled up in their tasting rooms. Building genuine partnerships with bars and restaurants isn't about pushy sales calls—it's about proving your spirit enhances their menu and their margins.
Start with the Right Targets
Not every bar needs your product. A cocktail bar focused on classic recipes and premium imports may value a versatile bourbon or rye; a craft cocktail lounge expects innovation and story; a restaurant wine program might want a digestif or cooking spirit. Research 15–20 venues in your region that align with your brand profile. Look for places already featuring craft spirits, local producers, or similar flavor profiles to yours.
Visit as a customer first, not a vendor. Order a drink, observe their spirit selection, note their price point, and get a feel for their clientele. This intelligence shapes a conversation, not a pitch.
The Right Person, Right Message
The bartender isn't the decision-maker for wine and spirits. Track down the beverage director, bar manager, or owner. A 30-second LinkedIn search or a phone call asking "Who handles your spirits purchasing?" saves wasted conversations.
When you reach out, lead with relevance. Instead of "We make whiskey," try: "I noticed you're carrying [competitor brand]. Our bourbon has a similar proof but at $4 less per bottle cost—happy to arrange a tasting with your team." Specificity signals you've done homework.
Tastings and Trial Programs
Offer a paid or consignment tasting—typically 3–6 bottles of your flagship product—for the bar's staff. Plan 20–30 minutes when it's quiet: mid-afternoon or during staff meetings. You're educating the team so they can sell with confidence and curiosity.
Include tasting notes, cocktail suggestions, and your brand story in written form. Many craft spirits succeed because bartenders believe in them and can articulate why. Leave behind:
- Two 750 ml bottles for staff training
- A one-page guide with 2–3 signature cocktails using your spirit
- Your contact details and pricing sheet
- A small volume commitment (e.g., "Order 6 bottles by month-end for a 10% intro discount")
Pricing and Terms Reality Check
Bars typically expect a 20–30% margin on spirits. If your COGS is $12 per bottle and you're wholesale price is $20, the bar sells at roughly $6–8 per 1.5 oz pour. At $15–18 per cocktail, that's sustainable.
Offer introductory pricing: 10% off the first order, or buy-2-get-1-free on a second order within 60 days. This removes friction and gives the venue low-risk entry. Some distilleries also run back-bar incentives (staff bonuses per bottle sold) to fuel internal championing.
Create Stickiness Beyond the First Order
A one-bottle sale isn't a partnership. Seasonal rotations, limited releases, and exclusive bottlings give bars reasons to feature your spirit repeatedly. A 100-proof cask-strength rye in winter; a lighter, floral spirit in summer.
Host a monthly or quarterly brand dinner or pop-up at partner venues. These events drive foot traffic, deepen relationships, and justify premium placement and pricing.
Leverage Listings and Track Results
A consistent CRM or simple spreadsheet matters more than you'd think. Track:
- Venue name and contact
- Order dates and volumes
- Feedback from bartenders
- Reorder intervals
Listing your distillery on platforms like Mercoly helps bars find you, qualify as leads, and simplifies reordering for products and services you offer. This removes friction from the vendor side, too.
Build in Layers
Don't stop at one venue. Once you've secured three committed accounts, you have proof of concept. Use those accounts' testimonials and reorder data to pitch the next tier of bars. Aim for 8–12 on-premise accounts in your first year; scale to 25–40 in year two if capacity allows.
Frequently Asked Questions
Q: How do I know if a bar is worth the effort? Look for venues doing 15+ cocktails per shift and showing enthusiasm for local brands; if they can't commit to 12 bottles in the first quarter, move on.
Q: What happens if my spirit doesn't sell through? Ask why after 30 days: wrong placement (back bar vs. rail), poor cocktail fit, or low staff knowledge. Offer a second tasting or reformulate your approach before pulling the product.
Q: Can I handle distribution myself, or do I need a distributor? Under 30 accounts, direct-to-bar is realistic and keeps margins higher; above 50, you'll likely need a three-tier distributor depending on state law.
Start this week: identify and visit five bars you'd want on your portfolio.