RFP SEASON

So it is RFP Season. Will your brand be ready? What is RFP Season? Typically the larger On-Premise chains will conduct a RFP to determine what brands they will carry for the next year (and sometimes two). The RFP will help the customer to gather data regarding brand options. Information typically requested includes pricing by market, a list of distributors (or Control States) that carry the brand. This information will be put together with hundreds of other brands across Liquor, Beer, Wine, and Non-Alc.

Typically, the chain buyer is faced with the tough task of considering which brands match up the best with their consumer, what brands have "call" (or on-premise consumer demand), and the best brands that fit their economic formulas.

In the last 12 months I have been involved in over 120 different RFPs, for some of the biggest customers. There are way more customers in the Chain On-Premise universe, but not every customer does a RFP each year, and in a way a "RFP" is like the prom- you have to be invited. More and more customers are doing selective RFPs- where they may only need to change a Wine by the Glass, or a well item. When this is the case they will limit their request for information to the areas where they have a need.

Going back to the main question....as a brand owner are you ready for RFPs? STELLAR Brands has a 23 Step process to get your brand(s) ready.

To WIN in chains, you have to know the players, the buyers, their agents, when the decision is made and "what information" they are looking for. STELLAR Brands is your partner to WIN.