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Neither are "wholesale" or "wholesalers" because both "off-trade" and "on-trade" both refer ONLY to retail businesses. The names come from where the consumer drinks the guuk. At an "ON-trade" retailer's establishment (bar, pub, restaurant, etc.), the alcoholic beverage is sold for consumption ON the premises. At an "OFF-trade" retailer's establishment (bottle shops but often also bars and pubs and sometimes supermarkets – but by far not so often as in Germany), the alcoholic beverage is sold for consumption OFF the premises.
The terms are confusing or unknown for Americans but widely used in British English-speaking countries. Variants are "off-licence" and "on-licence". South Africans often use the variant "on-sales" and "off-sales" with the same meaning.
The expressions are used as both adjectives and nouns, which gives rise to compound German terms like "Gastronomiebedarf" = "on-trade demand". NODE – The New Oxford Dictionary of English writes all these terms with a hyphen in the NOUN and adjective forms. Merriam-Webster's Collegiate® Dictionary does not list any of the terms.