I hope you’ve all had a fantastic year.

As we move into December, I want to share something I strongly believe in — this is not a slow month for drinks brands. December is where next year’s wins are built.

After working closely with thousands of wine, beer, and spirits producers through Beverage Trade Network and our global platforms, one pattern consistently stands out. The brands that take December seriously don’t chase placements in January and February — they secure them.

December is the time to step back, review what worked, strengthen relationships, and put clear plans in place for the year ahead. Based on my own experience building brands and working with producers, distributors, retailers, and on-trade buyers globally, here is the end-of-year checklist I encourage every drinks brand to execute.

Distributor Appreciation and Performance Review

Your distributors are your front line, and December is the right time to evaluate these partnerships properly.

Start by thanking every distributor and sales partner for their support this year. Genuine appreciation builds goodwill and sets a positive tone for the new year.

Share a clear year-end performance recap covering depletions, placements, new accounts, and key wins. Transparency strengthens trust.

Review sell-through data together and ask for honest feedback. Identify what worked and what didn’t in each market and with each distributor. Every market behaves differently, and those insights matter.

Ask distributors what support they need in 2026 to sell more — whether that’s menu placements, activations, pricing support, samples, staff training, or POS.

Most importantly, book January and February strategy meetings now. Calendars fill quickly, and early planning gives you an advantage.

High-Velocity Retailers and On-Trade Relationships

Not all accounts are equal. December is the time to identify the ones driving real velocity.

Pull your data and identify the retailers, bars, restaurants, and chains that sold the most volume and generated repeat orders.

Personally thank those accounts by email, phone, or in person. A message directly from the brand is always remembered.

Offer something exclusive for 2026 — limited releases, staff training sessions, tasting events, priority allocation, or activation support.

Ask why your brand moved well. Was it price point, menu placement, cocktail feature, staff engagement, or promotions? These insights help you replicate success across other accounts.

Also, ask how you can help them sell even more next year. Growth often comes from small adjustments that only the account can identify.

Sales Pipeline and New Business

January calendars fill fast. Brands that wait until January are already behind.

Use December to book buyer meetings for January. Re-engage warm leads and reopen past conversations before year-end while your brand is still top of mind.

Send reorder reminders to current distributors to avoid January stockouts. Losing momentum at the start of the year is costly.

Secure Q1 promotional placements now — shelves, menu features, and planograms are often decided weeks in advance.

Prepare a clean January pricing and program sheet covering promotions, incentives, and available POS. Make it easy for buyers and distributors to say yes.

Finally, identify your top 50 new buyer targets for 2026 — importers, distributors, and retail chains you genuinely want to work with.

Brand Assets and Marketing Readiness

Strong brands enter January prepared, not scrambling.

Update sell sheets and brand decks with current medals, pricing, bottle shots, and positioning.

Review your website, especially your Where to Buy and Trade Resources pages. Buyers check these more often than most brands realize.

Finalize Q1 POS kits — shelf talkers, neck tags, cocktail cards, tent cards, and tap handles.

Upgrade bottle photography and lifestyle imagery. High-quality visuals are essential for distributors, media, and listings.

Collect testimonials and case studies from accounts where your brand is performing well. Real results speak louder than brand claims.

Velocity Growth and Market Expansion

Growth in 2026 requires focus.

Build a clear activation calendar covering tastings, staff training, bar takeovers, and events.

Decide which SKUs deserve priority attention. Not every SKU needs heavy promotion — focus resources where returns are highest.

Choose three to five new markets to enter in 2026. Focused expansion almost always outperforms scattered efforts.

Align Q1 incentives for reps and distributors. Bonuses, rewards, and spiffs work best when they are clear and time-bound.

Founder and CEO Focus

December is also a leadership moment.

Review 2025 honestly. Which markets, partners, and SKUs worked — and which didn’t.

Set clear quarterly goals for 2026 covering target markets, new accounts, volume goals, activation plans, and budget allocation. Clarity now prevents costly mistakes later.

Final Thought

Brands that use December well don’t rush in January — they arrive prepared.

If you’re a wine, beer, or spirits brand, treat December as your strategic reset, not a slowdown.

Feel free to share this checklist with other brand owners who want to start the new year with momentum. And feel free to connect with me or say hello on LinkedIn or Instagram.

— Sid Patel
 CEO, Beverage Trade Network

About Sid Patel

Sid Patel is the Founder and CEO of Beverage Trade Network (BTN), a globally recognized platform serving the beverage alcohol industry.

With over 18 years of experience in wine and spirits, Sid is a visionary entrepreneur focused on building meaningful connections across producers, distributors, retailers, and the on-trade. He founded Beverage Trade Network after launching his first private-label wine brand in 2006.

BTN owns and operates some of the world’s leading beverage trade shows, competitions, and industry platforms, including USA Trade Tasting, International Bulk Wine & Spirits Shows, London Competitions, USA Ratings, Sommeliers Choice Awards, Paris Wine Cup, and Cannabis Drinks Expo.

BTN also publishes influential global media properties such as Sommelier Business, On Trade, Drinks Merchants, London Drinks Guide, New York Drinks Guide, Paris Drinks Guide, and Bartender Business.

Sid continues to work closely with drinks brands worldwide to help them grow distribution, increase velocity, and build sustainable, profitable businesses.