49: How Monique Huston of Winebow Decides Which Spirits Brands Make the Cut - Business of Drinks

In this episode of Business of Drinks, Scott Rosenbaum sits down with Monique Huston, Vice President of the Spirits Portfolio at Winebow, one of the country’s leading wine and spirits distributors. Monique has been leading the charge in the spirits world for over a decade, having quietly developed one of the most impressive spirits portfolios in the country, especially when it comes to agave spirits. Winebow represents brands like Fortaleza, David Suro’s Simebra Spirits, ArteNom, El Buho, and Siete Leguas.

Monique talks about how she’s built a high-performing portfolio across multiple categories — and discusses how brands can work more effectively with their distributors. She shares the “dos” of landing and nurturing a distributor relationship, and perhaps more importantly, the “don’ts!” There are plenty of actionable insights and best practices in this episode — it’s an essential listen for any brand looking to grow their wholesale business.

In this episode, Monique shares:

- The keys to building — and maintaining — a strong spirits portfolio and brand relationships.

- Why brands should treat their distributor as a customer, fostering collaboration rather than friction.

- How incentives have evolved post-COVID and why authentic relationships and educational investments are more impactful than cash incentives.

- Why transparency and preparation are essential in pitching to distributors — don’t just send an email without pricing, packaging, or a compelling story.

- Why visiting markets and doing grassroots research is critical before launching a brand in a new region.

- What comes next? The emerging sub-categories and trends that should be on your radar in the spirits space. 

Stay tuned for our next episode dropping on Feb. 5. 

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Erica Duecy, co-host:Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Scott Rosenbaum, co-host:Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor:Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

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