The drinks industry has long relied on traditional distribution networks - layered, slow-moving systems dominated by gatekeepers. For many brands, breaking through this model feels like climbing a mountain in heavy boots: slow, expensive, and exhausting.

But things are shifting. A growing number of drinks brands are bypassing traditional distributors and choosing direct distribution to take control of their growth. With platforms like Lexir, going direct has never been easier - or more powerful.

Here’s why more brands are making the switch:

The Problem with Traditional Distribution

The conventional route to market is weighed down by inefficiencies and imbalance.

• Deals can take years to lock in—especially with large distributors.

• Margins are slim. It’s a “buy low, sell high” game, and the brand usually loses.

• Only a few products get attention. Most of a distributor’s catalogue collects dust.

• Small distributors often lack reach or consistency.

• Exclusivity demands can limit your flexibility.

• Marketing and activation budgets are often required up front—but with little visibility or control over how they’re used.

• Brands are left doing the heavy lifting. Distributors won’t build your brand—you still have to hustle.

In short: You’re paying a lot for a system that may not deliver.

The Rise of Direct-to-Trade and DTC Models

Direct distribution flips the script. It gives brands the power to set their own pace, margins, and direction.

• Higher margins and faster time-to-market.

• Simple onboarding with Lexir. No upfront sales or marketing budget needed.

• You control the price.

• Direct access to customers. No middleman.

• No exclusivity required. Sell where and how you want.

• Flexible sales strategies. Adapt quickly as you grow.

• Works for both indie craft labels and global brands.

• Designed for the digital age. Sell through your own e-shop and connect with fans online.

• Full control and flexibility. With Lexir, you own the process from start to finish.

Going direct doesn’t just change your route to market—it changes the relationship you have with your brand.

How Brands Are Using Tech to Streamline Distribution

Technology is leveling the playing field.

With Lexir's platform and app, brands can:

• Manage stock, orders, and distribution from a single dashboard

• Access live data to track performance and make decisions in real time

• Build close relationships with clients by owning the sales data

• Collaborate easily with local marketing and sales partners

• Expand availability and respond to demand faster

It’s about turning distribution into a strategic advantage—not just a necessary step.

Steps to Expand into New Markets

Ready to grow? Here’s how to get started:

1. Research markets where your brand could thrive—or talk to the Lexir team for insights.

2. Go direct wherever possible. Lexir makes it easy.

3. Understand compliance requirements—we’ll help you navigate the legal and logistical side.

Whether you’re launching in your home country or looking to break into a new market, direct distribution puts the power in your hands.

Final Thoughts

The drinks industry is evolving—and fast. Brands that want to grow need more than just a place in a catalogue. They need control, data, flexibility, and reach. That’s what direct distribution delivers.

At Lexir, we’re helping drinks brands unlock new markets and take ownership of their growth. If you’re ready to break through the old system and build something on your own terms, we’re here to help you do it.