The wine and beverage industry is entering a new era — tighter margins, shifting buyer behavior, faster category rotation, and distributors overloaded with product and limited time.

Traditional sales scripts, long tasting notes, and generic product training no longer work. 2026 buyers expect sharper positioning, clearer market fit, and reps who understand the commercial realities behind every placement.

In this episode, we break down the New 2026 Sales Playbook for wine, beer, and spirits reps. Whether you're a distributor rep, winery salesperson, educator, or brand manager, this conversation will reset the way you sell.

What We Cover

1. What Reps Must Understand About Buyers in 2026

2. Why Traditional Product Training No Longer Works

3. How Reps Actually Want to Learn Today

Who This Episode Is For

✔ Distributor reps

✔ Winery and distillery sales teams

✔ Brand managers

✔ Importers and national account teams

✔ Wine educators

✔ Anyone selling to retail or on-premise buyers in 2026