Wine & Spirits

What We Know About Wine & Spirits Distributors

Regarding POS Marketing, Beverage Sampling, Line Cleaning and Tap Handle Surveying

A Passion for Marketing and Operational Excellence

If you’re like most wine and spirits distributors, you are passionate about your products; and this is reflected in your deep commitment to delivering the best beverage menus, samples, and other point-of-sale (collectively, POS) marketing promotions to your customers — the restaurants bars, and retail market.

Because of this commitment running your POS marketing operations as effectively and efficiently as possible is very important. But due to the rising costs of POS marketing and the ever increasing importance of POS to grow and keep market share, POS marketing operations are now, more than ever, critical to your success.

The same is true when it comes to the operational aspects of reporting on mandated draught line cleaning activities and of gathering market intelligence to maximize your presence at beverage taps. The better the beverage tastes, the more you're able to sell, and increase your penetration at the taps.

How OnTrak Helps Wine and Spirits Distributors

OnTrak helps wine and spirits distributors better track, measure and manage their investments in beverage menus, printed signs, permanent displays, beverage sampling, draught line cleaning and tap handle surveying. 

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POS Marketing: Custom Printed Menus/Signs and Permanent Displays

Each of the POS Marketing solutions in our portfolio provides capability in three key areas:


Tracking the POS workflow from order, through proofing and production to delivery offers several benefits including cost savings, speed to market, and sales and market share growth and retention. Today, wine distributors know that the cost of incorrectly produced menus, for example, is more than the cost of the paper, ink, covers and labor involved in reworking menus — although the rework costs, sometimes averaging over $50 per wine list are hardly insignificant; as you may have heard, according to many wine distributors, POS costs, especially for reworks, are “out of control” and speed to market is “glacial”.

POS marketing materials delayed by even a day or two can take a bite out of your market share, especially if your competition gets their signs, displays and racks to market a day or two ahead of yours. Many wine and spirits distributors now know that even getting their POS to the retailer one day sooner is a competitive advantage that can be seen in the daily depletion totals. We understand that collecting POS data and correlating it to item sales data will improve the effectiveness of your sales and merchandising teams as they will be able to use POS marketing programs to generate greater returns simply because they will now know what POS promotions work best to lift sales.


Measuring the impact of POS is practically impossible using manual methods. Deploying on-line POS tracking (ordering, work-flow and placement) tools with easy-to-use interfaces helps your measuring efforts:

Once this data has been gathered, it becomes a relatively simple matter of correlating your POS data to your sales data by customer or product, thus providing you with actionable information for upcoming POS initiatives.


Managing your POS Marketing expenses and especially outcomes is another area that is all but impossible even using spreadsheets, dashboards and other graphical tools without an accurate, complete and consistent data base to feed into your analytical and graphical programs. And, even if you have, somehow, compiled such data, it typically will have to be reformatted to load into an Excel spreadsheet or BI tool. Without such reformatting, time-consuming manual data loading will be required. Only utilizing a digital tool will any POS data you may have collected be transformed into meaningful and usable information.

By first collecting, compiling and loading POS data fields into a reporting tool — even a basic Excel spreadsheet — wine and spirits distributors can transform their “nice to know” data into powerful “actionable” information that they can use to inform their decisions, or at an accountability level, produce POS spending reports that will become the basis for recovering POS marketing allowance — that is, sourcing cash — from their suppliers’ available marketing recovery programs.

By running reports on a timely basis — on a monthly, quarterly or trimester basis — wine and spirits distributors can, over time, begin to see trends in POS spending by rep, market segment, customer and even individual label. Then, when correlating these POS trends with depletion trends, forecast accuracy can be improved.

For more information on our solutions for POS Marketing click the following links: 

For Custom POS click: >>MenuTrak - - - For Permanent POS click: >>PermaTrak

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Beverage Sampling

Our beverage sampling solution can helps distributors capitalize on market share opportunities to get more from their sampling programs.

Our system provides detailed information, from what wine or other beverage was sampled, where it was sampled, who sampled it, and the customer's tasting response. The system then ties it all together to show sampling correlates to sales. Once you know what’s really going on with your samples, you can leverage them more effectively.

As a single point of control this system also helps to prevent losses of inventory and revenues by creating a detailed audit trail for sample receipts and distribution. The audit trail allows for increased accountability as well as improved profits because the system helps distributors identify and recover every dollar due from suppliers.

For more information on our solutions for Beverage Sampling click: >>SampleTrak

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Draught Line Cleaning

Our line cleaning mobile app enables beer and wine wholesalers to track and report on mandated draught line cleaning activity. The software integrates data with a web-based database to easily schedule cleanings and create an always-available history for any given retail customer they serve.

With the new app, wholesalers are armed with an easy-to-use tool to replace paper logs and greatly improve efficiency when tasked with ensuring compliance with draught line cleaning requirements at retail customer locations.

With a constant eye on efficiency and reporting, OnTrak provides wholesalers with a simple mobile solution for the millions of retail locations where they maintain draught lines. The app allows wholesalers and their customers to be confident they are consistently serving safe, great tasting beer and wine. 

For more information on our solutions for Line Cleaning click: >> LineTrak

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Tap Handle Surveying

The tap handle survey feature is included with our line cleaning app. This feature collects and tracks market data so that wholesalers can learn which products are flowing through active taps, and when a product is replaced by another product - A powerful tool to increase a wholesaler’s representation on the beer or wine tap. 

New surveying capabilities provide constant data on a wholesaler’s presence in any particular establishment, logging every beer amd wine brand and its position on the tap. Armed with this information, sales representatives are better positioned to recommend changes and replacements that further increase the wholesaler’s business. 

The addition of this new and powerful feature delivers a dual role solution - Both as a vital operational tool and now a strategic intelligence system that dramatically increases a wholesaler’s chance of not only improving, but maximizing its presence on taps. The survey feature provides an excellent opportunity for wholesalers to affordably gain significant efficiencies for draught line cleaning while at the same time using it to gain an advantage over any competition on the same tap.

The tap handle survey enables wine and spirits wholesaler representatives to track and report on:

For more information on our solutions for Tap Handle Surveying click: >> Tap Handle Survey

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Interested in learning more about how OnTrak helps wine and spirits distributors determine the effectiveness of their POS marketing, reporting and bill-back recovery investments? Sign up for a free, 30-minute consultation with one of our industry experts.


Over 100 Beverage Distributors Trust OnTrak solutions.

OnTrak is a Proud Member of:
Wine & Spirits Wholesales of AmericaNational Beer Wholesalers Association Path to Purchase Institute

Hundreds of Beverage Wholesalers Use OnTrak's SaaS Tools

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