Marketing Mix: Distribution

"By contrast, some producers purposely limit the number of intermediaries handling their products. The extreme form of this practice is exclusive distribution, in which the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories. Exclusive distribution is often found in the distribution of luxury brands and brands.  ( Marketing: An introduction; Armstong/Kotler; 10 Marketing Channels Delivering Customer Value;page 25 of 50)"

On the Rocks is going to be exclusively distributed. We want our product in places were our customers are going to be able to enjoy the experience they will receive from our vodka. "Exclusive distribution also enhances the brand’s image and allows for higher markups.( Marketing: An introduction; Armstong/Kotler; 10 Marketing Channels Delivering Customer Value;page 25 of 50)" If there is one thing we don't want is to be on a shelf in a fast pace bar, poured over ice to get watered down, and slammed. That would defeat the whole purpose of our experience, the natural taste On the Rocks.
"Giving a limited number of dealers the exclusive right to distribute the company’s products in their territories."( Marketing: An introduction; Armstong/Kotler;10 Marketing Channels Delivering Customer Value;page 26 of 50)

By having exclusive distribution, we will gain stronger dealer selling support and more control over dealers prices, services, and promotions. It will also enhance our brand's image.