Ask the Collective
The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
Where can I source custom paper cups and branded merchandise for brand activations and events?
Members recommend a handful of proven suppliers for custom cups and merchandise. For **cups direct** — competitive pricing if you meet minimum order quantities. For sustainability-focused options, **Go For Green** (goforgreenuk.com) is recommended, with members noting Wayne at GFG as a good contact. For branded merchandise beyond cups, **Bags of Ethics** was used successfully for tote bags, and **Awesome Merch** is also recommended for branded items. One member mentioned **TPI** as an option for cups. Members suggest reaching out directly to these suppliers to discuss your MOQs and design requirements, and note that personal introductions (like Wayne at GFG) can help smooth the process.
What approach works best for on-trade venue activations—should brands collaborate or compete?
Members strongly favour **collaborative activations over competitive ones**, describing them as more creative and effective for building relationships with venues and audiences. **Key recommendations:** - **Partner with complementary brands** rather than competing directly. Members highlighted a successful co-branded activation as "one of the best activations I have seen in years," emphasising the value of "collaborating not competing." - **Expect venue margins of 20–25% on spirits** when working with chain venues like **Inn Express**; factor this into your activation economics. - **Build relationships with venue group decision-makers early**. Members note that venue groups like **Open House London** (which operates The Lighterman, The Broadcaster, The Italian Greyhound, and Boxcar) are worth targeting directly; introducing yourself via site visits and building rapport with marketing leadership can open doors for summer activations and menu placements. - **Be prepared to generate takings that offset activation costs**—members joked about running tabs and placing bets during activations to cover stand costs. **Caveat:** Collaborative events can get "out of hand" as the day progresses, so plan your activation timing and engagement strategy carefully.