top of page
Beer Bottles

VBDC Distribution Roadmap

Your Path to Direct Distribution Success with VBDC

The VBDC Distribution Roadmap is your guide to navigating direct distribution with confidence. From assessing readiness to managing staffing and customer relationships, it provides practical tips to help Virginia breweries grow sustainably while maintaining their brand identity. Let VBDC help bring your craft to more customers.

Screenshot 2024-11-20 at 1.16.43 PM.png
Untitled design.png

Things your brewery already has or does well

Consistently high-quality, highly rated beers that are well-loved

Offers both draft and packaged brews

Established, recognizable brand with a strong identity

Comprehensive digital presence, including logo, story, website, and social media

Reputation built on integrity and trustworthiness

Commitment to maintaining exceptional standards in all aspects

Full compliance with legal obligations and requirements

Properly handled trademarks, licensing, and due diligence in every case

2_edited.png

Direct-distribution is ideal when…

All the foundational elements are in place

You’ve maximized sales from your location, including growlers, packaged beer, and e-commerce

You have the production capacity and financial resources to brew, package, store, sell, and distribute additional beer

Direct-distribution considerations…

Untitled design (7).png

You cannot make the same margin on beer you sell to a retailer (or wholesaler) as you can when you sell directly to a customer.

As a savvy business owner, you must NOT run out of beer in your tap room (maximum profit margin).

You must NOT run out of beer for the retailer or you will lose your tap handle/shelf spot.

Untitled design (8).png

Only move forward when you are 100% prepared, and you still have surplus beer to self-distribute.

Truck Driving by Lake

What does distributing through VBDC entail?

You and your brewery team handle orders, deliveries, collections, and troubleshoot issues with accounts.

You cover the expenses for your delivery vehicle(s), driver(s), sales people, and delivery equipment.

Orders are processed and invoiced through the VBDC POS system. VBDC also pays the wholesale taxes on orders.

Things you’ll need to distribute

VBDC Roadmap Icons_edited.png

Delivery Vehicle

Dolly/Cart/ Pallet Jack

Delivery Staff Member(s)

Accounting Software

Line Cleaning Equipment

Marketing Stuff - Sell sheets

Accounting Staff Member

Sales Staff Member/Team

Screenshot 2024-11-20 at 1.16.43 PM.png

What are your staffing needs?

13.png
14.png
15.png
16.png

Determine Your Strategy

Start with convenience stores and mom-and-pop retailers.

Consider volume, travel time, and the craft customer base.​

​Grocery Chains

Focus on the number of locations, expected volume, placement opportunities, and potential for growth.

Pay attention to delivery windows, stocking, and merchandising requirements.

A Closer Look at Direct Distribution

Benefits of Direct Distribution

Drawbacks of Direct Distribution

Full control over your brand representation

Increased costs for delivery vehicles and related equipment

Higher profit margins on sales

Need for additional staff (sales, drivers, office support)

Opportunity to gain deeper insights into the distribution process

Flexibility to scale at your own pace

Ongoing maintenance and operational coverage for vehicles and equipment

Diverts focus away from your core brewing activities

Selective control over which accounts to target

Navigating chain stores can be challenging

Ability to test packaging and recipes in your local market

Responsibility for storing all of your own inventory

More leniency and understanding in your home market

Build personal relationships with retailers

Serving Beer

When Direct Distribution is No Longer Ideal…

Direct distribution works well until you reach certain limitations such as when…

  • You outgrow your storage and delivery capacity

  • You can't meet all the required delivery windows due to increased demand

  • You're ready to pursue larger accounts, but struggle to secure meetings, contacts, or placements

  • Managing self-distribution starts to take focus away from brewing and running your core business

Once You've Maximized Direct Distribution…

  • At this point, you might consider other options to scale:

  • You can explore formal third-party distribution, seek out distributors, and scale further

  • You can still manage production and self-distribution at this level (but it's important to assess your profitability)

  • You might look into contract brewing as a way to scale without being tied to a wholesaler with restrictive franchise laws

bottom of page