Business Regions: Atlantic Basin

Photographed by Devon Larking
Photographed by Devon Larking

Banks Channel has been working in the Atlantic Basin (Caribbean, North Atlantic Islands, Central America and Mexico) for over thirty years and has established a significant business there. Banks Channel's Atlantic Basin portfolio, strategically put together to offer distinct and market-leading brands across multiple price categories, provides Banks Channel's distributor-partners dominant wine brands in almost every category.

A synopsis of Banks Channel's Atlantic Basin business model is below:

  1. Interviewing every prospective distributor, face-to-face in the distributor's market, to determine the best distributor choice(s) for each brand. This exhaustive interview approach is essential to ensure long term success for both supplier-partners and distributor-partners.
  2. Collecting and analyzing monthly depletion data from every distributor in an effort to monitor on-hand inventories, anticipate sales trends, and reduce both out-of-stocks as well as over-stocks.
  3. Providing each supplier-partner detailed depletion reports by brand and by distributor/market.
  4. Reviewing every distributor purchase order in an effort to maintain proper inventory levels based on order cycles and to suggest possible item additions/deletions.
  5. Placing all orders with the supplier.
  6. Coordinating freight consolidation and product shipments, as needed, for distributors.
  7. Invoicing distributors for product and assuming financial responsibility for all distributor accounts receivable.
  8. Collecting, administering and tracking the implementation of any marketing funds.
  9. Maintaining a data base of duty structures by market, for both wine and malt beverages.
  10. Managing allocated items and brands across multiple and diverse markets.
  11. Acting as a single-source information conduit for each supplier across multiple markets as well as for each distributor across multiple brands.
  12. Regularly visiting every market and every distributor, with a very high frequency of visits.
  13. Making joint calls with distributor-partners to present programs and merchandising concepts to key accounts.
  14. Making dedicated sales calls on key accounts to augment our distributor-partners' efforts.
  15. Hosting an in-depth, three day Distributor Conclave each year in North Carolina. Approximately 15-20 distributors attend each year with the twofold purpose of 1) interaction with key managers from Banks Channel's supplier-partners; and 2) exposure to some "best practices" of US distributors, including how to effectively merchandise a shelf set, how to take advantage of shelf adjacencies, how to write a market-leading beverage list, how to effectively merchandise a back-bar, etc.


Banks Channel is able to create value for supplier-partners as well as for distributor-partners by providing extremely high levels of focus, attention and care to every line and every market. This level of attention is made possible by Banks Channel's structure. By working with a select group of very distinct and delineated suppliers that are also complementary in many regards, Banks Channel provides far greater resources to each market than would be economically feasible for any one supplier acting alone. The economics of this resource allocation are made possible through Banks Channel's unique structure, which creates significant economic value for every supplier as well as every distributor who is part of the structure.

We currently work with more than 70 distributor partners in the following markets:

  • Anguilla
  • Antigua and Barbuda
  • Aruba
  • Bahamas
  • Barbados
  • Belize
  • Bermuda
  • Bonaire
  • British Virgin Islands
  • Cayman Islands
  • Costa Rica
  • Cuba
  • Curacao
  • Dominica
  • Dominican Republic
  • El Salvador
  • Grenada
  • Guadeloupe
  • Guatemala
  • Guyana
  • Haiti
  • Honduras
  • Jamaica
  • Martinique
  • Mexico
  • Montserrat
  • Nicaragua
  • Panama
  • Puerto Rico
  • Saba
  • St. Barts
  • St. Eustatius
  • St. Kitts & Nevis
  • St. Lucia
  • St. Maarten/St. Martin
  • St. Vincent and the Grenadines
  • Trinidad and Tobago
  • Turks and Caicos Islands
  • US Virgin Islands