06/07/2026

In the bulk spirits business, quality is only part of the equation.

A competitive price may open the door, but it rarely secures a second order. Repeat business is built on something less tangible and often overlooked: trust. According to Bill Auxier, successful bulk spirits suppliers understand that every shipment represents the beginning of a relationship rather than the end of a transaction.

As global sourcing continues to evolve and buyers navigate increasingly complex supply chains, Auxier believes the suppliers who succeed will be those who combine reliable products with dependable service. Ahead of the International Bulk Wine & Spirits Show, he shares his perspective on what today's buyers expect from bulk spirits suppliers and where the biggest opportunities lie in the years ahead.

Relationships Matter More Than the First Sale

For Auxier, evaluating a new supplier begins long before the spirit is tasted.

"The relationship matters a lot," he explains. "With a bulk buy, you want to make sure it works the first time and the follow-up purchases."

Bulk purchasing involves contracts, logistics, regulatory documentation, shipping schedules, and ongoing communication. If those early conversations become unnecessarily difficult, buyers have little incentive to continue.

"There is no shortage of paperwork and logistics involved. If the relationship and purchasing conversation starts off on the wrong track, it's really quick for me to look for other suppliers in the market."

His approach is straightforward.

"I tend to make sure I do not do business with anyone I dread having to interact with."

The Biggest Mistake? Thinking the Product Sells Itself

One of the most common mistakes Auxier sees is suppliers assuming their liquid alone will win business.

"I think overpricing or thinking that they have the best liquid on the market and that sellers just have to choose them."

In today's market, buyers have options. Competition is strong, and suppliers who price aggressively without considering long-term relationships often lose opportunities.

"I've seen sellers price themselves out of the competition because of greed."

Instead of focusing on maximising a single transaction, he encourages producers to think about lifetime customer value.

"Sometimes they look at the one-time transaction instead of trying to turn it into a more valuable long-term buyer-seller relationship."

Great Logistics Create Great Customers

Once price and product are agreed upon, execution becomes critical.

For Auxier, suppliers that make logistics straightforward immediately distinguish themselves.

"Can I get all the regulatory and shipping paperwork done easily, or am I constantly asking for updates and different pieces of information?"

He believes every supplier should arrive prepared.

"A seller should essentially have a packet with all of the shipping information and everything necessary to make the transfer in bond easy."

While product quality remains essential, operational excellence often determines whether buyers return.

"Of course, it has to be a good product, but making sure the whole process goes smoothly is really important."

Consistency Is Non-Negotiable

For manufacturers using bulk spirits as ingredients, consistency directly affects production costs.

Auxier compares it to sourcing ingredients for a professional kitchen.

"I always think of a bulk spirit buy the same way a kitchen thinks of a protein for a dish."

If each shipment differs from the previous one, every downstream process must be adjusted.

"If it doesn't come in the same place every time, then everything else downstream has to be changed to accommodate. Those accommodations cost time and money."

Documentation and technical support are equally important, particularly when establishing new supplier relationships.

"The last thing anyone wants is regulatory trouble."

While experienced buyers may require less support over time, new customers expect suppliers to provide complete documentation and help minimise compliance risks.

Agave Is Strong Today, But RTDs Could Change Tomorrow

When asked which categories currently dominate demand, Auxier points first to neutral spirits.

"Neutral spirits will almost always lead this category."

Agave spirits continue to attract significant interest, but he believes the market will continue evolving.

"As the market continues to move towards Ready-to-Drink offerings, I think we will see an uptick in other spirits, such as rum, as they fulfil different flavour profiles for those RTD offerings."

The implication is clear: suppliers should prepare not only for today's demand but also for tomorrow's product development trends.

Why Smaller Distilleries Shouldn't Compete on Scale

Auxier believes independent producers often underestimate their own advantages.

Rather than competing directly with major bulk suppliers, smaller distilleries should focus on flexibility.

"There is a good amount of demand for smaller minimum order quantities."

That niche can become an important revenue stream because larger producers may not consider smaller contracts commercially worthwhile.

He also encourages small producers to identify services larger companies struggle to offer.

"If you can provide an additional service that the bigger suppliers cannot handle because of their systems, a small distillery might become the go-to for consistent purchasing."

Listening carefully to customer requirements, he argues, often creates a stronger competitive advantage than simply producing more volume.

Entering the U.S. Market Requires More Than Good Spirits

International suppliers often focus heavily on product quality when approaching U.S. buyers.

Auxier believes they should pay equal attention to logistics and visibility.

"The hardest two things as a buyer for international spirits are logistics and awareness."

Making import procedures straightforward removes one of the biggest barriers for buyers unfamiliar with cross-border shipments.

"Entering the U.S. market means making sure the paperwork is correct and done on time."

Building awareness is equally important.

Many buyers simply don't know which suppliers exist or what products are available. Trade shows, industry events, and referrals remain among the most effective ways to build those initial connections.

"A single referral can also go a long way."

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Opportunity Still Exists for Suppliers Who Solve Problems

Despite supply chain disruption and increasing competition, Auxier remains optimistic about the future of international bulk spirits.

"There is always opportunity."

Different agricultural products, alternative sugar bases, regional ingredients, and competitive production costs all provide opportunities for suppliers willing to offer something distinctive.

"If it's a good spirit and can fit the right classification for an end product, buyers will be interested if you can get their ear."

Ultimately, his advice is refreshingly simple.

Before approaching any buyer, understand what they actually need.

"If you aren't selling what the buyer is looking for, make a quick introduction and then don't waste anyone's time."

Today's conversation may not lead to an immediate order.

"But they might be looking for what you have in the future."

For Auxier, that is the essence of successful bulk spirits trading. Relationships are built over time. Suppliers who focus on trust, consistency, and making business easier will always be better positioned than those focused solely on making the next sale.

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