Ask the Collective

What are the most effective distribution channels and strategies for getting spirits into hotels?

Hotel distribution requires patience and relationship-building rather than reliance on purchased data. Members recommend a targeted approach focusing on boutique and smaller hotel groups rather than large chains, which have longer decision cycles. **Key strategies:** - **Boutique and independent hotels** — easier to approach than major chains; offer faster decision-making and partnership opportunities - **Mini-bar positioning** — mentioned as a specific opportunity if you have the right pack format (smaller bottles) - **Case studies and differentiation** — build social proof to encourage hotels to move away from standard offerings rather than competing on commodity products - **LinkedIn outreach** — useful for lead generation and initial contact, though members note it doesn't replace deeper relationship-building and industry knowledge exchange - **Trade shows** (Hotel Restaurant & Catering show mentioned) — can generate leads but note that contacts turn over quickly, particularly post-pandemic; worth attending but don't rely solely on aged contact lists **Caveats:** - Purchased sector databases are available but members warn that contact information becomes outdated rapidly, reducing ROI - Direct data purchasing may waste budget; relationship-building and case studies appear more effective - Major hotel chains require a longer sales process; smaller groups are more accessible for emerging brands Members actively share knowledge and leads on this topic—reaching out to the community directly is encouraged.