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Activating DTC or Producer-Enabled Sales

TLDR; To turn on DTC or Producer-Enabled Sales, contact us at help@pour.now. Our DTC solution is in Beta, so we set it up with you.

Adding both DTC and 3-Tier (the standard distributor-to-retailer path) options to a Listing improves overall performance because it lets every shopper buy the way that works best for them, instead of serving only one group.

More Details on Producer-Enabled Sales:

Producer-Enabled Sales is a way to sell online where a service provider clears the transaction for you, using a network of retailers or the retailer's license. We know that regulations surrounding DTC and producer-enabled sales can exclude certain shoppers from purchasing their favorite brands' products online. Vendors that offer Producer-Enabled Sales models aggregate a network of retailers willing to accept a reduced margin shared between the brand and the service provider, enabling intrastate fulfillment, or they use the retailer’s license to clear transactions from a centralized warehouse. These tools are used heavily for spirits, international wineries, or importers, since most US wineries can ship DTC to a majority of states, and importers have access to 14+ state shipping. Importers sometimes use these types of services if the effort of direct fulfillment isn’t worth the cost. Their core value is greater margin retention and first-party data capture, or when distribution is limited.

As many brands know, regulators have scrutinized “loophole-adjacent” models, and entire states can shut them down (as Colorado recently did), which can be catastrophic if the model represents a primary revenue stream. Using these models as an exclusive channel introduces additional risks: 

  • Their retailer footprint is relatively small, which means you’re not supporting the broader retail market that already carries your products - something larger chains often dislike.
  • Many of these services also retain consumer relationships for their own marketing.

For our part and for a myriad of reasons, we have chosen BigThirst as our preferred partner for these services.

 

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