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.
What packaging design agencies do members recommend for spirits labels, branding, and innovative drinks packaging?
Members consistently recommend a small set of proven agencies with track records in award-winning spirits branding. **Design agencies:** - **White Rabbit Creative** — Contact michael.senior@wearewhiterabbit.com. Highly recommended; they had two designs in Spirits Business's top 10 most innovative releases of 2022, including the winner (Respirited vodka) and a member's own product (Seven Tails Spiced). Members praise them for logo, label design, and comprehensive branding work. - **Ben Prescot Design** — Recommended for rebrand work; described as "great." - **ContainR Affairs** (https://www.containraffairs.com/, based in Holland) — Handles design, brand books, POS, and more. Members are currently using them. - **thirstcraft.com** — Mentioned as a resource for design work. **Gift box and premium packaging:** For high-quality premium gift box packaging (in-store and online retail), members note budgets can run "a few GBP per box" depending on specification, though no detailed cost breakdowns were shared. Members recommend discussing specific requirements and budget with agencies upfront—one member advised not to mention any recent funding raises to agencies before quoting. **General approach:** Start with direct email outreach to White Rabbit Creative or ask for introductions to other agencies through the community network.
Which Amazon agencies deliver strong results and are worth their retainer fees?
Members recommend a handful of agencies with proven track records on Amazon campaigns. **Fine Wine Cellars (FWC)** is mentioned as delivering good results versus investment, with members reporting it's an easy relationship to manage. **This Is Unicorn** has experience managing Amazon advertising campaigns, though one member noted they recently switched away from them to **Wavemaker** and were willing to share more detail separately. Members suggest asking for direct introductions rather than cold outreach—those with positive experiences are happy to facilitate intros. One member also flagged **Big River** as an option worth exploring. Import-based businesses may find their importer already manages Amazon ads as part of their service.
Which performance marketing agencies or freelancers do members recommend for managing paid Instagram and Facebook advertising campaigns?
Several members have shared recommendations for paid social specialists who handle both creative and campaign management for drinks brands. **Recommended providers:** - **Eros Velluci** (marketingmedia.co) — described as a great performer handling paid adverts; member willing to make introductions - **Amphora** — agency recommended after delivering transformed performance results within a couple of months - **Word-of-mouth recommendations via DM** — at least two members mentioned having "amazing" performance marketers they've worked with across multiple brands and offered to make direct introductions **How to proceed:** Members suggested reaching out directly for introductions rather than cold contact. If interested in the Eros Velluci recommendation, members can request an intro through the community. **Notes:** Members also joked about having "a few not to use," suggesting it's worth vetting thoroughly. The community appears willing to share both positive and cautionary experiences via direct message.
What is the right balance between in-house marketing staff and outsourced agencies, and what should we expect to pay?
Members suggest a hybrid model is most cost-effective: build a small in-house core and outsource the rest. **In-house marketing manager** roles run £40k–£65k depending on experience. A full outsourced growth agency team costs £75k+, but the community consensus favours a lighter structure: **Fractional CMO + a remote team of 2–3 junior marketers** managing a larger network of UGC creators paid on commission or product. **Agency selection and pricing:** - **Vertical Brands** (Aran) is recommended by members as delivering strong ROI - Avoid paying agencies a flat retainer; negotiate **per-hour or per-results pricing** instead - Members emphasise it's very difficult to find an agency worth the investment—consider owning your profit/growth centre in-house if possible **ROI expectations by tactic:** - **UGC and influencer partnerships** are controversial in the group; most doubt their impact unless executed at A-list level. Think of it as "scalable word of mouth" and distribution/social proof, especially valuable given alcohol advertising restrictions - **TV spots** (e.g. Sunday Brunch) have been the most noticeably impactful on digital and sales metrics for members - A-list celebrity partnerships command premium fees and often require equity involvement; otherwise creators simply launch their own brands **Core tactic:** Work with creators to leverage their audience and creativity, not just for content but for distribution and social proof. Commission-based or product-based payment structures allow you to scale without fixed costs.
Which email marketing agencies can help optimise customer journeys and email flows for drinks brands?
Members recommend a range of email marketing agencies depending on budget and stage. Key considerations: ensure templates are fully editable by you to avoid ongoing dependency on dev work, and budget accordingly as this is often a significant revenue channel worth reinvestment. **Recommended agencies:** - **Valley Gal** (valleygal.co.uk) — recommended by member, ensure full editability and clarify dev support needs upfront - **IAKOE** (iakoe.com) — praised as an exceptionally fast and collaborative partner; reportedly delivered more in one month than competitors in six months, though possibly better suited to established businesses rather than early-stage - **Dash Creative** (dashcreative.co/) — described as excellent, budget around £10k+ - **Lili at Onomy Studio** (linkedin.com/in/lilimxprice/) — circa £4k per month **Budget guidance:** Members report paying £2k–£10k+ per month depending on scope and complexity. Ensure your chosen partner supports ongoing conversion rate optimisation and site improvements, as email is often a core revenue driver. **Key caveat:** Verify that you retain full control and editability of your email templates and flows rather than becoming locked into ongoing developer dependencies.
Which digital marketing agencies do members recommend for D2C subscription brands, and what do they charge?
Members recommend a small number of agencies with proven track records on D2C subscription growth. Most agencies have minimum monthly spend requirements, typically £5–10k+ on ad spend, so it's worth clarifying your budget before approaching them. **Vouch Global** — Currently used by a member managing Shopify, Google, Facebook, Instagram ads, blog posts and other services at approximately £1,800/month. Member is 3 months in and tracking towards break-even on ad spend of £1,500–2,000/month. **We Are Hound** — Recommended for flexibility on ad spend requirements and strong results on D2C; members report good outcomes and note the agency is willing to work with various budgets. **Hype Experiences** — Mentioned as a potential option (https://hypeexperiences.com/#BizPageSection), though specific pricing and D2C track record not detailed in discussion. **Caveats:** Most agencies will want to understand your monthly ad spend budget before quoting, as minimums vary significantly. Members stress that ROI takes time to assess — 3 months in is still early. If you're earlier stage or have a smaller budget, ask about flexibility rather than assuming you don't qualify.
What have members experienced with US distribution partners and agencies promising D2C support and distribution help?
Members have had largely negative experiences with US distribution agencies claiming to offer easy D2C setup and distribution support. **Key takeaways from member feedback:** - **Craft Dummy** — Members reported spending significant time chasing them with "lots of heat and light and absolutely no action." Multiple members (from Masons and Conker) reported similar poor experiences, suggesting this is a pattern rather than isolated incidents. - **Generic agency model** — One member noted these are "just another agency promising to make D2C easy for your brand and help with distribution," implying saturation and commoditisation of the offering. - **Time and money wasted** — Members emphasised considerable investment of time, money and effort with minimal return, enough that they advised others to avoid or be cautious. - **Better alternatives exist** — At least one member indicated they had "the import/warehousing side covered with our importer," suggesting direct relationships with importers may be more reliable than middleman agencies. **Caveat:** Members recommended getting second opinions from peers (Masons, Conker and others) before committing, as experiences seem consistent across multiple brands, but the agencies may have made changes since these comments were recorded.
What is the typical monthly cost range for hiring a digital marketing agency, and how are they usually priced?
Digital marketing agencies typically charge via one of two models: fixed monthly fee, or a fee combined with a percentage of ad spend or sales. Pricing varies significantly depending on your ad budget and desired service level. **Pricing models and examples:** - **Fixed monthly fee** — Entry-level agencies may charge from £600/month upwards, with ad spend invoiced separately - **Fee + percentage model** — Some agencies charge a base fee plus a percentage of your ad spend or revenue generated - **Minimum spend requirements** — Many agencies have minimum monthly commitments you should clarify upfront **Key considerations members highlighted:** - Before committing, carefully assess your customer lifetime value (LTV) and how much margin you can afford to lose to customer acquisition cost (CAC) - Paid advertising acquisition is expensive, especially in the early stages — run detailed viability numbers to understand ROI - One member used **Vinnaz** at £600/month plus ad costs, though they later paused the service as they couldn't quantify sufficient sales uplift relative to the spend at their stage - Members recommend using a financial modelling spreadsheet to model different scenarios and ensure the agency's fees align with your margin profile **Caveats:** Results can be hard to quantify, and what works depends heavily on your product, margin, and growth stage. Some members found the investment justified as a brand-building exercise even without immediate measurable ROI, while others found it unsustainable early on and reallocated budget elsewhere.
What are examples of effective trade marketing campaigns for on-trade and off-trade channels?
Members highlighted that the best place to source trade marketing inspiration is directly from specialist agencies' portfolio work. **W Communications** (wcommunications.co.uk/aperol/) was specifically praised for their Aperol campaign as a stand-out example; members noted the founder is well-regarded, though their services are premium-priced. **Wonderworks** was also mentioned as a capable option in this space. Members recommend reviewing agency "our work" sections to see real campaign examples across both on-trade and off-trade channels rather than seeking generic case studies. On the practical side: Members were actively seeking shareable launch plans for major UK retailers like Sainsburys, particularly for early-stage shelf support during initial listings, but no concrete templates or examples were shared in the discussion. One member noted that a Sainsburys launch during lockdown was challenging, suggesting timing and circumstances significantly impact trade marketing effectiveness for retail placement.
Where can we find marketing agencies and freelancers specializing in paid social media advertising (Google Ads, Instagram Ads) for drinks brands?
Members report that finding specialized drinks marketing talent requires direct networking within the community. One member mentioned having "some guys who do good work on PPC / social ads" and offered to share contacts via direct message, suggesting the most reliable route is to reach out to community members who have already vetted agencies. Members also recommend joining **FSB (Federation of Small Businesses)** for their extensive legal document hub and support services, which can help with contracts when engaging agencies. For broader marketing support, members suggest asking via the group for specific area-of-focus recommendations — one member indicated they have "a few contacts depending on area of focus" and recommended DM-ing for introductions. The community emphasizes that many have used freelancers and agencies but operate under NDAs that prevent sharing specific case studies or details, so recommendations tend to come through private introductions rather than public discussion.
Who are the recommended Amazon experts and agencies for drinks brands?
Members recommend **Chris Panduro** as a freelance Amazon expert offering good value for drinks brands. He has worked with established brands in the space including Nix & Kix. Contact: Chris.taby@gmail.com This is the primary recommendation that emerged from member experience in the community.
What are effective strategies for running sponsored ads on Amazon, and should one hire external consultants?
Members recommend hiring an Amazon expert consultant rather than managing campaigns in-house, unless you have significant prior experience. **Nom Com** is the recommended agency—several brands including Boatyard Gin, Seven Tails, and Avellen use them, and members have offered introductions to their contacts there. The consensus is that Amazon advertising expertise is specialist enough to warrant external support.
Which digital agencies do members recommend for drinks brand marketing and DTC growth?
Members have recommended a dedicated drinks-focused agency for DTC growth. **Ballpoint** has been strongly endorsed by a member who achieved 5x DTC growth in 6 months working with them. They specialise in paid social and have launched an accelerator programme for early-stage brands testing direct-to-consumer channels—members should check their website for application details and eligibility. Members advise that different agencies suit different growth stages and budgets, so it's worth having a conversation about your specific objectives before committing. One member offered to provide recommendations based on individual goals and stage, suggesting a tailored approach is worth exploring within the community.
Which brand design agencies do members recommend for drinks brand development?
Members have shared several design agencies they've worked with or recommend for drinks brand projects: - **Kingdom & Sparrow** — recommended by members - **Studio Minerva** — recommended by members - **Gigantic Creative** — James is noted as a contact worth checking out Members also suggest reaching out directly to ask for recommendations based on your specific brief. Several members indicated they have additional recommendations but prefer to discuss project details one-to-one via direct message before suggesting an agency, so they can match the right firm to your needs and budget.
Where can you find freelance designers who understand the drinks industry?
Finding drinks-industry-experienced designers is valuable enough that members are reluctant to share their best contacts. However, one recommendation emerged from the community: - **United Creatives** — Chris at UC comes highly recommended for drinks expertise and extensive industry experience (chris@unitedcreatives.com, https://www.unitedcreatives.com) Members note that discovering designers who genuinely understand drinks-specific challenges (packaging constraints, regulatory requirements, shelf impact) is rare enough to be considered "gold dust," so when you find someone good, it's worth building a strong relationship.
Who would you recommend as a freelance social media manager with experience handling multiple drinks brands?
Finding a great freelance social media manager who can handle multiple brands without excessive cost is challenging. Members shared mixed experiences and one concrete recommendation. **Hebe Richardson** (Instagram: @drinkswithhebe) — has worked with multiple brands simultaneously. One member noted mixed results across three brands they used her for, but acknowledged she "does the job we need right now" as a interim solution before bringing it in-house. Members agree she's reasonably priced compared to other options in the market. **Lula** — mentioned as an "amazing recco" that doesn't cost the earth; members requested details be shared directly. Members' general takeaway: the freelance social media market lacks standout practitioners, most demand high fees, and many brands treat freelancers as a temporary solution before moving to in-house management. If budget allows, getting specific personal recommendations (like Lula) rather than booking generically tends to yield better results.