In the alcohol beverage world, the holiday season – known simply as OND (October-November-December) – is both a celebration and a storm. It’s the make-or-break quarter when suppliers and distributors push hard to close out the year strong. The energy is high, the competition fierce, and the expectations often sky-high.
But behind the sparkle of holiday displays and gift sets, there’s a reality many don’t talk about: the pressure to perform can be overwhelming. Sales teams are expected to deliver numbers that often feel out of reach. And while senior leaders and compliance managers might talk about “doing things the right way,” they often don’t see the day-to-day grind – the street-level asks, the customer demands, and the gray areas that sales reps face in real time.
So what happens when you’re caught between an unrealistic goal and a rulebook that feels a mile long?
First, know the rules. Whether you’re setting up a display, conducting a tasting, or hosting customers during the holidays, understanding what’s permitted under both state law and company policy is your best protection. If something doesn’t feel right, trust your instincts – stop and ask.
Second, get creative – the compliant way. There’s almost always a legal, smart way to achieve the same result. Sometimes a small tweak to an idea or a shift in how it’s presented can turn a risky request into a compliant win.
Third, don’t ignore red flags. If a manager or customer pressures you to do something questionable, speak up, even if it feels uncomfortable. Going along to get along isn’t worth it. Regulators are paying attention, and the latest trend is holding individuals personally responsible for violations like bribery and illegal inducements. These aren’t just company fines – they’re potential criminal charges that can affect your career and your future.
Finally, document and protect yourself. If you’re unsure, ask for clarification in writing and keep a record. It shows you acted responsibly, and that can make all the difference if questions ever arise.
The truth is, OND will always be a high-pressure season. But the most successful sales professionals know that real success doesn’t come from cutting corners; it comes from finding ways to win within the rules. Doing the right thing isn’t just compliance – it’s smart business.