Customers of the brand which are the relay between a brand’s national distributor and the hospitality venues of a region. Whereas venues may decide to make weekly shops in the cash & carry they could also have an account with a wholesaler who would deliver their needs.

Example of Use: ‘Some wholesalers are national, others regional and may develop their own types of customer base focusing on specific types of venues.’

Indie Bartender Understanding: Wholesalers are local distributors and deliver their orders to venues instead of the venue staff having to go shopping at the cash & carry. Wholesalers don’t just sell bottles of wines or spirits.