TAKE CONTROL OF YOUR WHOLESALE FUTURE

Do you feel overwhelmed by your wholesale future?

Is your business a victim of seismic change in your industry?

Would you like to take control of your wholesale business and be positioned for success regardless of market conditions?

If successfully managing wholesale channels feels like a big secret you were never let in on, this is your opportunity to get clarity and move forward confidently.

Yes, tell me more!

Introducing:

TAKE CONTROL OF YOUR WHOLESALE

  • A live virtual course with five sessions to build and successfully manage your wholesale business. You’ll learn how to position yourself for success regardless of market conditions.

    • You’ll be positioned to succeed in your wholesale business and set up to achieve future goals such as the growth, reposition or sale your company.

    • 30 years of high-level expertise packed into the course.

    • You’ll receive personalized attention from the course instructors. This is why the course size is limited to 15 attendees.

    • You’ll learn and be prompted take action, applying the concepts to your business and receiving live feedback and answers to questions as you implement.

    • A variety of learning environments with group sessions, small group activities and 1:1 coaching sessions.

  • Your instructors are industry experts:

    Peter Baedeker, owner of Baedeker Wine and former President of The Henry Wine Group

    Amanda W. Higgins, owner of Full Cup Solutions and former President of Ancient Peaks

    Based in CA and deeply rooted at every level of wholesale, Peter and Amanda have created the ultimate crash course for navigating the wholesale market.

“We want to give brands the tools they need to be successful in wholesale. This is the course I wish I’d had when I was launching Ancient Peaks. You will receive 30 years of high-level expertise in these action-packed sessions.”

—Amanda W. Higgins of Full Cup Solutions

“This course was specifically created to address the current climate of change. We’ve created a learning course addressing the most important ways to manage navigating change, so producers are not victims of market fluctuations or distribution shifts.”

—Peter Baedeker of Baedeker Wine

COURSE OUTLINE

The live course is administered across 5 virtual sessions, with additional 1:1 sessions and activation courses available for more depth and support.

To get the most out of the course, plan to spend approximately one hour post-session applying the concepts to your business.

Scroll down for pricing and registration.

  • “Introduction to DRIVE: Take Control of Your Wholesale Future”

    • The Evolving U.S. Distribution Landscape

      • Gain a comprehensive overview of the current U.S. wine and spirits distribution system, including the significant shifts taking place in California and their broader implications. Explore what these changes signal for the future of alcohol beverage distribution nationwide.

    • Introduction to the DRIVE Wholesale Course

      • Learn what to expect throughout the course, including an outline of key topics, learning objectives, and a walkthrough of the strategic tools and templates provided to participants.

    • Taking Control of Your Distribution in a 3-Tier Market

      • Understand how to navigate—and ultimately gain control of—your distribution channel within the complex and often restrictive three-tier system.

    • Strategies for Distribution Alignment

      • Discover how to align your brand’s goals with distributor incentives and priorities to create long-term, mutually beneficial partnerships.

    • The Three Actions to Take Right Now

      • Walk away with three concrete, high-impact actions you can implement immediately to begin strengthening your wholesale position.

  • Mastering Distributor Relationships: Launch, Growth, and Transition

    This course provides comprehensive guidance on effectively partnering with wholesale distributors, from initial launch to optimizing performance and navigating changes.

    Whether you’re a small startup or an established brand, you’ll gain the essential knowledge and tools to maximize your distributor relationships and drive significant growth.

    What You’ll Learn:

    • Strategic Distributor Selection

    • Robust Contracts & Agreements

    • Seamless Onboarding & Launch

    • Navigating Distributor Changes

    • Recovering from Distributor Termination

  • Master Your Business Through Your Distributors: Beyond Management

    This course fundamentally shifts your approach from managing distributors to leveraging them as integral partners for direct business growth. Learn advanced strategies and tactics to optimize performance, reduce costs, and extend your market reach by working synergistically with your distribution network.

    What You’ll Learn:

    • Advanced Performance Measurement & Optimization

    • Distributors as Strategic Cost-Savers

    • High-Impact Market Work Mastery

    • CRM is not an Option: It’s Required

  • Advanced Digital Strategies for Three-Tier Sales Growth

    This course empowers you to harness cutting-edge digital sales and marketing tools to significantly grow your business within the three-tier system.

    Learn to integrate e-commerce platforms, track conversions, and apply direct-to-consumer (DTC) techniques to optimize your wholesale distribution.

    What You’l Learn:

    • DTC Strategies for Trade Distribution

    • Leveraging Cost-Saving Software Platforms

    • Enhancing Relationships with Digital Tools

  • Advanced Financial Management for Your Distribution Channel

    This advanced course goes beyond basic accounting, equipping you with sophisticated tools and strategies to optimize every financial aspect of your distribution channel.

    Learn to master inventory, forecasting, production planning, and advanced profitability metrics to ensure a financially robust partnership with your distributors.

    What You’ll Learn:

    • Strategic Inventory Management Tools and Tactics

    • Precision Forecasting Tools &; Methodologies

    • Market-Driven Production Planning

    • Advanced Profitability Maximization with Distributors

  • Interactive Review and Expert Q&A: Your Questions, Our Insights

    This isn’t just a Q&A; it’s an opportunity for deep engagement. This interactive session is designed to address your most pressing questions about managing your distribution channel, drawing on collective insights and real-world experiences.

    We’ll tackle pre-submitted questions and open the floor for live discussion, fostering a dynamic environment for sharing best practices and problem-solving together.

    What You’ll Experience:

    • Attendee-Driven Agenda: This session is shaped by your needs. We’ll focus on key questions and challenges submitted by attendees in advance, ensuring the discussion is relevant and directly addresses what matters most to you.

    • Expert Panel Insights: Our instructors will provide expert perspectives, practical advice, and strategic guidance on the submitted topics, offering actionable solutions to complex distribution challenges. Guest panelists include Bobby Kennedy, former Liquor Operations Specialist- North Division at Albertsons.

    • Collaborative Best Practice Sharing: This isn’t a one-way street. We’ll encourage active participation from all attendees, creating a forum to share successes, lessons learned, and innovative best practices from diverse experiences within the distribution landscape.

    • Real-Time Problem Solving: Beyond pre-submitted questions, this session will include an open Q&A segment, allowing for spontaneous discussions on current issues or immediate concerns you might have.

    • Networking & Community Building: Connect with peers facing similar challenges and opportunities. This interactive format provides an excellent chance to expand your professional network and build a supportive community for ongoing learning.

  • Personal coaching for your business goals.

    Scheduled separately from July 23rd to August 31st.

  • Activation Course 1: “September Check-In” (Date TBD)

    Activation Course 2: “End of Year Review” (Date TBD)

Registration Options

There are 3 track options, with varying levels of depth and support, that you can choose from.

Option 1:

Basics

  • Five 90-minute courses (45 minutes of content, 30 minutes of small group sharing with a prompt, 15 minutes of next steps and intention setting)

  • “Basics” Best Practice Templates for managing your business:

    • Advanced Distribution Pricing Calculator

    • Brand Presentation Template


Investment: $2,499

Option 2:

Level Up

  • Five 90-minute courses

  • Two 45-minute 1:1 sessions

  • “Level Up” Best Practice Templates (plus the “Basics” templates):

    • Inventory and Profitability Management Template

    • Market Work Tracker & Follow-up

Investment: $2,999

Option 3:

Get it Done!

  • Five 90-minute courses

  • Two 45-minute 1:1 sessions

  • Two 60-minute activation courses:

    • Monthly Results: September Check-In

    • End of Year Review: December EOY Review

  • “Get it Done” Best Practice Templates (plus “Level Up” and “Basics” templates):

    • Monthly Reporting Template

    • Digital Sales Tool Guide

Investment: $3,499

Ready to Take Control?

Change is the only constant — and if you’re not adapting, you’re falling behind. Consistency in business starts with taking bold, proactive steps.

Don’t let uncertainty around your wholesale future control you. Spaces are limited for personalized attention, so secure your spot today!

Sign up now and transform your wholesale business