How should premium brands approach on-trade distribution, and what are the best tactics for accessing major wholesalers and bar chains?

For premium on-trade placement, members highlight a multi-route approach with clear trade-offs.

**Wholesaler routes:** - **Bibendum** and **Amathus** — the standard major wholesalers for high-end London bars, but members warn they have "absurd terms" and often require you to line up multiple venues simultaneously before they'll consider stocking. Tender processes for pub groups may only happen annually. - **Matthew Clark** — owns Bibendum; can sometimes facilitate listings through their "extended range" programme, allowing newer products into their portfolio without full commitment. This route is more expensive for bars than standard listings, and getting a single venue stocked is difficult. - **Specialty Drinks (Whisky Exchange)** — described as "likely easier" than Amathus or Bibendum for niche spirits (whiskies, cognacs, etc.). Members recommend asking the bar's existing wholesaler account managers to push for it as well. - **Master of Malt** — reported to facilitate Matthew Clark orders, though the relationship to Bibendum is unclear.

**Direct approach:** - Members strongly recommend pushing to go **direct to high-end bars** where possible, especially in London, as bars are more likely to accept direct listings than going through wholesalers. - This avoids wholesaler friction but requires building relationships bar-by-bar.

**Pub group chains:** - Members asked about **Marston's** supply chain access but no detailed tactics emerged in the discussion.

**Key caveats:** Wholesalers are described as "a nightmare" with demanding terms and slow tender cycles. For a single venue, direct negotiation is preferable.