Getting craft gin into bars, shops and hotels
Bars, shops and hotels buy gin for their own reasons: margin, fit, reliability and demand. Pitch to those reasons and your gin has a chance.
Think like the buyer
A bar manager asks whether the gin works in a gin and tonic and a martini, whether it earns a good margin at menu price and whether the supplier will deliver on time. A shop owner asks whether it will sell, what it costs and whether the brand will help move it. A hotel buyer asks about supply, paperwork and consistency.
Before you walk in, answer these questions for each buyer in writing. A pitch that starts with your story and never reaches their margin loses the room.
Build a trade pack
Prepare a short pack for the trade:
- Product description: style, strength, bottle size, the main botanicals.
- Price to the trade and a recommended price to the drinker.
- Serve suggestions, with a simple gin and tonic spec.
- Case size, lead time and minimum order.
- Licences, label approvals and invoicing details.
- A photograph of the bottle and a contact for ordering.
Use the price walk so that the trade price leaves the bar or shop a fair margin.
Pick outlets that fit
Not every bar suits every gin. A craft cocktail bar may value a distinctive botanical. A neighbourhood restaurant may want an easy, reliable gin. A hotel may care about brand recognition. A specialist shop wants something its customers cannot find elsewhere.
Start with a short list you can serve well, not a long list you cannot. Visit each as a customer first and see what they pour. Note what is missing from their gin shelf.
Samples and tastings, done responsibly
Offer samples to the decision-maker, not to everyone on the floor. Keep measures small, provide water and never press anyone to drink. Stay within the law on sampling, which varies by country and Indian state. Do not run tastings for anyone under the legal age. Do not suggest that drinking more is better.
Better still, show how the gin works in a serve. A bartender who tastes a clean gin and tonic with the right garnish will see its use faster than one who sips it neat.
Distributors and state rules
In many markets you need a distributor or a licensed wholesaler between you and the outlet. A distributor takes a margin, handles delivery and often controls which accounts are served. Choose one that cares about your range. Set targets for the first year in writing.
In India, alcohol is a state subject. Retail and listing differ widely by state. In some states retail is run by state bodies, so the path to a shelf can be very different. Check the rules for each state you want to enter. Do not rely on a rule that applied elsewhere.
Keeping a listing
Winning a listing is the first step. Keeping it means the gin sells. Support your outlets: staff training, point-of-sale material, simple serve cards and regular visits. Watch what reorders and what does not. If a bar orders once and never again, find out why. The reason is often useful.
Track the margin you earn by account. A listing that costs you more in free stock and travel than it brings in is a hobby.
Menu placement and institutional buyers
Getting into the back bar is not the same as getting on the menu. A bar sells what staff recommend and what the menu shows. Give the team a simple, reliable serve: a measure of gin, tonic from a bottle or a gun, ice and a garnish that matches your botanicals. A single good serve beats a page of cocktails nobody remembers.
Offer a short staff briefing at a quiet time. Explain what the gin is, how to describe it in one sentence and what to say if a guest asks where it is made. Be honest about the maker. Staff repeat what you tell them.
Hotels and restaurant groups often buy through a central purchasing team and ask for paperwork: licences, label approvals, product specifications and insurance. They also want consistent supply and invoices that match their systems. Prepare these documents before you approach them.
Expect longer decision times. A hotel may take a season to list a new spirit. Plan cash for that wait and keep in touch without nagging.
Sell to a bar the way you would want to be sold to
Be on time. Know your numbers. Leave a bottle and a card. Follow up once, politely. Honour the lead times you promised. Reliable beats flashy, especially after the first order.
Common questions
Do I need a distributor?
In many markets yes, by law or by practice. In some places a brand can sell direct if it holds the right licence. Check your state or country rules.
How do I get a bar to try my gin?
Offer a sample to the decision-maker, with a clear serve and a trade price that leaves a fair margin.
Should I give free stock to win a listing?
Only within the law and within a limit you set in advance. Work out what it costs you per account.
How many outlets should I start with?
Fewer than you think. Serve a short list well before you widen it.
