DFW Independent Channel Coverage

Eagle Rare 10 Year — Sample Report

Reporting period: April 2026 · Panel: 20 independent and local-chain liquor retailers across Dallas–Fort Worth · Method: structured outbound voice agent, anonymized live calls during business hours SAMPLE

What this report tells a brand-side reader

Which independent retailers in DFW actually carry the bottle on shelf
How those stores are pricing it — and whether anyone is significantly undercutting suggested retail
Where there are out-of-stock gaps that could be addressed with a distributor reorder push
Which stores will hold a bottle for an inbound customer (a real proxy for shelf engagement)
Signal on price-disclosure resistance — useful as a per-store credibility tier

This kind of granular data is normally invisible to brand sales teams below the major-chain layer, because the 3-tier system blocks producer access to indie POS feeds.

Headline numbers

Metric	Value
Total stores attempted	20
Reached a live counter	12 (60%)
Confirmed in-stock	8 (67% of reached)
Confirmed out-of-stock	2 (17% of reached)
Partial / refused detail	2
Stores requiring retry (chain IVR / no answer)	8
Price range observed	$59.99 – $79.99
Median observed shelf price	$70.99
Hold willingness on confirmed-stock	8 / 8 (100%)

Confirmed in-stock

Store	Type	Shelf price	Hold for customer?	Notes
Indie A	Independent	$79.99	Yes	Confirmed; no purchase limit
Indie B	Local chain	$79.00	Yes	Confirmed after counter transfer
Indie C	Local chain	$69.99	Yes	Confirmed; no purchase limit
Indie D	Independent	$59.99	Yes	Confirmed; no purchase limit
Indie E	Independent	$71.99	Yes	Confirmed after a brief identity objection
Indie F	Independent	$59.99	Yes	Confirmed; clarified 750 mL
Indie G	Independent	declined	Yes (1 bottle)	Two bottles on shelf; would not quote price by phone
Indie H	Independent	not captured	Unknown	Confirmed in stock; price not disclosed before call ended

Confirmed out-of-stock

Store	Type	Notes
Indie I	Independent	Out of stock as of call
Local Chain J	Major local chain	Out of stock as of call

Stores requiring follow-up

8 stores rang or routed through chain phone systems without producing actionable data on this cycle (mostly DTMF-required IVRs at major local chains). Standard practice is to retry these on the next reporting cycle with adjusted call routing.

Pricing observation

Spread of $20.00 between the lowest ($59.99) and highest ($79.99) observed shelf prices for the same SKU within one metro
Three of six priced stores cluster near $59.99–$71.99 (mid-market positioning)
Two stores hold at $79.99 (premium-positioned independents)
This level of pricing variance is normal for indie-channel; the value of the data is identifying outliers and tracking direction over time

Hold-willingness observation

8/8 confirmed in-stock stores agreed to hold a bottle for an inbound customer
100% hold rate on a sought-after allocated bourbon is a meaningful signal of shelf engagement: stores treat the SKU as a relationship product, not just inventory

What a real report for your brand would look like

This sample uses Eagle Rare as a benchmark SKU because it sits in a similar pricing and allocation tier as several mid-market premium bourbons. A live brand-specific report would replace this dataset with the same shape, generated against your bottle, on your chosen DFW panel:

Per-store stock status (yes / no / partial)
Per-store shelf price (where disclosed)
Hold willingness as a shelf-engagement proxy
Out-of-stock concentration by sub-metro (Dallas core, Fort Worth, Plano/Frisco, Arlington/Mid-Cities)
Trend over time (if subscribed monthly)

$500 for the first DFW report, delivered in 7 days, refunded if it isn't useful to your team.