Corning & Company is Empowering Craft Brands to Reach Retailers Efficiently and Cost-Effectively with an Integrated Route to Market
For craft brand owners and distiller entrepreneurs, the path from production to retail shelves is often fraught with logistical, financial, and structural challenges. Traditional distribution networks, while necessary to comply with the three-tier system, are not designed for the unique needs of smaller craft brands. Corning & Company has developed what it calls an Integrated Route to Market, a solution specifically tailored to overcome these challenges and enable craft brands to reach retailers with efficiency, affordability and flexibility.
Corning & Company is not a distributor; rather, we remain within the supplier tier alongside our brand partner clients. This fundamental alignment ensures that our interests are directly tied to the success of the brands we serve. Through select partnerships with key distributors, we provide craft brands with access to the retail tier in a manner that is faster, more cost-effective, and more flexible than traditional routes to market.
Traditional distribution models often involve complex logistics and extended delivery timelines, sometimes stretching to several weeks before a product reaches retail shelves. Through our streamlined distribution partnerships, Corning & Company accelerates this process, reducing delivery times to just a few days. This rapid fulfillment capability allows brands to respond quickly to retail demand and seasonal trends, ensuring products remain available when consumers are looking for them.
Many traditional distributors function as both marketers and logistics providers, layering costs that can erode a craft brand’s margins. Our distribution relationships are designed specifically for transportation efficiency, stripping out unnecessary costs and allowing brands to retain more of their revenue. These savings are passed along to craft brand partners, ensuring a financially sustainable route to retail.
One of the biggest hurdles for new brands in retail is the high Minimum Order Quantities (MOQs) imposed by traditional distribution models. Many retailers are hesitant to commit to large quantities of an unknown brand. Corning & Company’s model offers multi-SKU mixed cases, or “rainbow cases,” allowing retailers to trial a variety of products without the risk of overstocking any single SKU. This flexibility makes it easier for retailers to onboard new craft brands, increasing the likelihood of long-term retail partnerships.
The three-tier system remains a regulatory requirement, but it does not have to be a barrier for craft brands. Corning & Company works within the system to create efficiencies and align incentives in a way that better serves independent brands. By remaining in the supplier tier, we act as a true advocate for our partners, ensuring their interests are prioritized throughout the distribution process.
In addition to enabling a direct and efficient route to retail, Corning & Company also provides marketing support to build brand awareness and demand. Through our curated network of highly engaged early adopters, industry influencers, and tastemakers, we create targeted exposure that translates into pull-through at retail.
Corning & Company’s Integrated Route to Market is a game-changer for craft beverage brands looking to break through the traditional distribution bottleneck. By offering a faster, more cost-effective, and flexible solution, we empower our brand partners to reach retailers in a way that is aligned with their needs. With Corning & Company, craft brands gain an advocate, a strategic partner, and a direct path to retail success.
Brands interested in our Integrated Route to Market are invited to contact Corning & Company to learn more about how we can help you reach retailers.
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