39: How to Find an Alcohol Distributor with Erik Segelbaum of SWIG Partners - Business of Drinks

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Previously titled “39: How to Find an Alcohol Distributor with Erik Segelbaum of SWIG Partners - SPONSOR - Business of Drinks” — renamed by the publisher on Aug 2, 2026

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Recorded02 Oct 2024

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Welcome to the Business of Drinks podcast. Today we're joined by Erik Segelbaum, founding partner of SWIG Partners, to discuss the complex world of beverage alcohol distribution in the United States. Erik brings over 20 years of industry experience, having worked his way up from chef to sommelier overseeing $100 million in annual beverage sales across 42 restaurants. Now, as a leading beverage consultant and co-founder of SWIG Partners, he helps brands navigate the challenging three-tier distribution system in the U.S. But before we get too far, a declaration of conflict of interest. SWIG Partners will be coming on as a sponsor for future episodes of Business of Drinks. Just to be clear, though, this episode was BOD’s idea, and was in the works before that agreement. In this episode, we explore: The inspiration behind launching SWIG Partners and the gap it fills in the marketplace. Current trends and issues in the distribution landscape. Challenges brands face when attempting cold outreach to distributors. The best regional markets to target for launching new brands. The state of the three-tier system — and whether there's truly a bottleneck in distribution. What distributors are looking for in the brands they’re picking up. Why focusing on relationships — not transactions — is the key to long-term success. The growing demand for low- and no-alcohol products in distributor portfolios. Erik shares invaluable insights on what distributors and importers are looking for in brand partnerships, common pitfalls to avoid, and how SWIG acts as a matchmaker between brands and distributors. Whether you're a foreign brand looking to enter the U.S. market or a domestic producer seeking wider distribution, this episode offers a ton of insights on strategically growing your brand's presence. SPONSOR: SWIG Partners is exclusively offering $100 off their service fee when you mention the Business of Drinks podcast, or inquire via this link: https://www.swigpartners.com/businessofdrinks Stay tuned for our next episode dropping on October 16. For the latest updates, follow us: Business of Drinks LinkedIn: https://www.linkedin.com/company/business-of-drinks/ Instagram: https://www.instagram.com/bizofdrinks/ Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks, and one of the drinks industry’s most accomplished digital and content strategists. She runs consultancy and advisory arm of Business of Drinks, and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies. https://www.instagram.com/ericaduecy/ https://www.linkedin.com/in/erica-duecy-4a35844/ Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks, and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. https://www.linkedin.com/in/scott-m-rosenbaum/ Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners. https://www.linkedin.com/in/caroline-bork-lamb/ If you like what you heard, help us spread the word! Follow Business of Drinks wherever you’re listening, and rate and review our episodes. It really does help us find new listeners. Thank you

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