The drinks industry runs on relationships, but what does that actually mean?
Whether you’re trying to open a new account, get a cocktail or by-the-glass placement, or fundraise for your new brand, who you know is more important than what you know.
The best relationships aren’t built on transactions, they’re built on moments that matter—shared stories, unexpected kindnesses, and professional courtesies.
Here’s what I’ve seen the most effective relationship builders do differently:
They prioritize experiences over transactions. They measure success by the time spent connecting outside of a sales pitch.
They elevate others, never diminishing competitors.
They never ask for favors, but grant them liberally.
They invest in the future. Long-term relationship health always trumps short-term wins.
They make people feel special, respected, and cared for. This crucial element is often overlooked in the drinks B2B sector, despite its importance within the hospitality industry.
This process takes time.
As Naval Ravikant has pointed out, “Compounding in business relationships is very important.”
There is no shortcut in growing your reputation or people’s trust in you.
For more on relationship-building, here are further thoughts on the topic:
If this is a relationship business, then what constitutes a relationship?
Selling wine and spirits is not the same as selling widgets, so we are told. Product knowledge matters. Market awareness matters. And, above all else, relationships matter.