DISTRIBUTION · RETAIL · ADMINISTRATION · CONSULTING

Sell more cases.
Keep more of each one.

A sales organization with the back office built in, for wine, beer, spirits, RTD and functional beverage brands. Four practice areas: Distributor Management, Retail Management, Administrative Services and General Consulting. Choose one, some or all.

01 · DISTRIBUTOR MANAGEMENT

The distributor relationship, owned end to end.

  • Items built and registered in each distributor and state system so product can be priced, sold and shipped.

  • The brand presented to the full distributor sales force, with the tools they need to sell it.

  • Time in market alongside distributor reps, opening and growing accounts in person.

  • Concentrated multi-day pushes in a target market to build distribution fast.

  • Formal review with the distributor against goals, inventory and pricing.

  • Securing trend-setting bars, restaurants and retailers so the rest of the market follows.

  • United States (all 50 states) · Canada · Mexico · Caribbean · Central America · South America · Asia Pacific · Europe · Africa · Middle East

  • Supporting all distribution networks, including Anheuser-Busch, Molson Coors, Southern Glazer's, Breakthru Beverage, RNDC and independents. In each state or region we recommend and place your brand with the strongest house for it.

02 · RETAIL MANAGEMENT · ON & OFF PREMISE

We work directly with chains. Build the demand, then hand it to the distributor to fill.

  • Chain and account RFPs written, priced and submitted to deadline.

  • Category and brand presentations built and made to chain buyers.

  • Authorizations announced across the network, so schematics and orders follow.

  • Programming, point of sale and promotional execution at retail.

  • Performance reviewed against the plan that was sold in, including compliance reporting.

  • Regular written updates keeping accounts current on items, pricing, programming, marketing and promotions.

  • Menus and schematics built to sell: cocktail development, price, placement.

  • Front-line training so the program runs the way it was designed.

REPORTING

You should never have to ask how the week went.

  • By market, item and account, delivered the same day every week, so trend, not anecdote, drives the next decision.

  • Revenue, cost and receivables on the same cycle, reconciled to the depletion picture.

  • The same intelligence we use to sell the brand, shared back to you.

OUR TEAM IN THE WILD

Real time presence documented and countable

A private app that turns field visits into proof a brand owner can see.

Set the ask. States, accounts, number of visits, what to evaluate and the dates. We post them as jobs.

Our team claims and goes. Team members claim visits and file a structured report with photos of the staff, shelf or back bar.

You see it live. A private portal that shows only your brand: visit reports, comments and campaign progress.

Progress you can count. Set your visits and watch them move from scheduled to done, by state and account.

03 · ADMINISTRATIVE SERVICES

Everything that must be true to keep cases moving.

  • Every license, permit, label and filing, kept current.

  • Supply referrals and producer scheduling.

  • Across borders and through customs, end to end.

  • Bonded and dry storage placed against demand.

  • Orders tracked and cash collected.

  • Federal excise and state reports filed on schedule.

RELATIONSHIPS

Relationships often decide who gets the call. Ours are already in place.

Yes, we have to be good at the work, but face time matters. We want our distributors and retailers to know we're arm in arm with them, growing their sales, not just ours.

  • We go where the buyers, distributors and regulators already are. Then: Regulatory and industry conventions, the major international trade fairs, on-premise and craft shows, retailer supplier summits and customer golf tournaments. The calendar is built around where decisions get made, and we're in the room when they do.

04 · GENERAL CONSULTING

Engage us for defined project work.

  • Innovation & assortment strategy

  • Supply chain & sourcing review

  • Private label development

  • Beverage program & concept design

  • Category & shelf strategy

  • Staff & bartender training

  • Site visits & reporting

  • Trend, retail & consumer data

WHY THE NAME · WHY EST. 1833

More than a General Store or Tavern. Part of a legacy.

In 1833 the frontier firm of Lincoln & Berry held a license to sell liquor at its New Salem store, a business that supplied a town, fed and lodged travelers, and maintained compliance with the local and state governments. No doubt, a valuable education in the trade for a future President.

The reputation and many of the anecdotes that created his “Honest Abe” moniker trace back to these early years when Abraham Lincoln first worked as a store clerk and then ultimately found a partner and went into business for themselves opening the Lincoln Berry General Store and Tavern.

ENGAGEMENTS BEGIN WITH A CONVERSATION

Tell us what you are trying to accomplish.

We are here to help you sell more cases and keep more of each one.

sales@lincolnberry.com

(619) 289-8782