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There’s a popular but delusional belief in the wine industry that distributors will build your brand for you. Same goes for spirits and beer suppliers. It seems a reasonable assumption on the surface. After all, that’s how it’s been done since the repeal of Prohibition. The best supplier sales leaders in America have built outstanding careers and stellar reputations on their ability to leverage relationships they’ve worked hard to build over the years with their distributor partners. It used to be that a national sales manager with strong ties to the largest distributors in the country was worth his weight in gold. But, not anymore and here’s why: distributors are constitutionally incapable