How to find an importer for your drinks brand

What an importer does

An importer buys your stock, handles getting it into the country (shipping, customs and duty) and sells it on, either to distributors and wholesalers or straight to shops, bars and restaurants. In some markets one company does all of that; in others the importer and the distributor are separate businesses. Either way, they're your partner in that market, so the fit matters more than the size.

Pick one market first

Every country has its own labelling rules, duty and ways of doing business. Going after one market properly beats a little bit of ten. Choose somewhere your category already sells, where you can explain why your brand is different, and where you can afford to visit and support it.

Get export-ready before you start

Importers will ask for the basics straight away. Have them ready before the first conversation:

• An export price list (ex works or free on board), separate from your home-market prices.
• A spec sheet: strength, sizes, bottles per case, cases per pallet, barcodes and shelf life.
• Labels that meet the market's rules, or a clear plan to change them.
• Samples you can send quickly, and a short story of the brand on one page.

Find the right importers

Look for importers who carry brands like yours but not your direct competitor. A small specialist who loves your category can do more for a new brand than a big house where you'd be one of hundreds.

• Look at the back labels of similar drinks in that market: in many countries the importer's name is printed there.
• Trade shows such as ProWein, Wine Paris and Bar Convent Berlin bring importers to one place.
• Your country's export support (in the UK, the Department for Business and Trade) can help with market research and introductions.
• LlamaPort's Buyer directory lists importers, distributors and retailers by country and type. Brands with a checked LlamaPort account can see it.

Make the first approach count

Keep it short and specific. Say who you are, what you make and why it fits their range, in a few lines. Offer samples rather than attaching a 30-page deck. If they reply, send exactly what they asked for, then follow up once. Importers get a lot of approaches and decisions often take months, so patience helps.

Let importers find you

The best leads often come the other way round: an importer looking for something new finds you. That's what LlamaPort is for. Every brand gets a free page; claim yours, add your best pictures and your story, and importers browsing your category can ask for samples, a price or an introduction in one click. On LlamaPort brands don't write first, so a good page is how you get noticed.