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 licenses do I need to sell spirits B2B directly to retailers without a premises licence?
You do **not** need a premises licence to sell spirits B2B to retailers. However, you **do need AWRS (Alcohol Wholesaler Registration Scheme)** — this is mandatory. Key points: - **AWRS registration** is essential and non-negotiable for B2B spirit sales - You can sell off a vehicle (e.g. bike/cargo bike) and invoice from your business address without a premises licence - In some areas, you may need a **TEN (Temporary Events Notice)** to sell off the bike — this varies by local authority, so check with yours - The critical requirement is that duty is paid; the premises licence itself is not required for B2B wholesale Caveats: Local council rules on mobile sales can vary, so it's worth confirming TEN requirements with your local licensing authority before you start delivering from a vehicle.
How do you find and connect with distributors in specific geographic markets?
Finding distributors in new markets requires identifying both the right partners and the right contacts. Members share introductions directly and recommend asking for volume/format details upfront to help potential partners assess fit. **Direct introductions via the community** — Members routinely ask for intros and email contacts in the Kindred Collective. If someone has a connection, they'll offer to make an introduction; be ready to share your volume and bottle format/size when asked. **Sierra Madre** (worked with Haymans) — Recommended for their strong portfolio of international brands and positive working relationships; they operate across multiple markets including Europe. **Regional wholesalers** — Smaller, specialist wholesalers exist in key markets (e.g. Germany) and can be good testing partners before scaling to larger distributors, though they may not have dark-store delivery capacity. **Consider the product category and market specifics** — Ask what category you're in (spirits, wine, etc.) when seeking help, as distribution networks vary significantly. For example, aquavit and cocktail spritzers may have different distributor networks than still wines. **Caveats:** The community's discussions show that finding established distributors for niche categories (craft spirits, alternative products) can be challenging. Some members note they're still building relationships with smaller regional partners rather than large distributor networks. Direct community intros are valuable but not always available for every market—persistence and specificity about your product and volumes are key.
Which are the major UK drinks distributors and wholesalers to approach for distribution?
Members shared a mix of established distributors and specialist wholesalers worth approaching. The Grocer publishes an annual ranking of top wholesalers (the 2023 "Big 30" list is available via The Grocer); this is a useful reference point for market mapping. Specific distributors members mentioned include: - **Proof** — listed as a major player - **Mangrove** — noted as a top distributor - **Cask** — established wholesaler - **Marussia** — key operator - **Speciality Brands** — sector-focused distributor - **Ten Locks** — drinks-specific wholesaler - **Love Drinks** — specialist distributor - **Paragon** — additional major distributor One member indicated they have a full list with contact details and expressed willingness to share. The consensus is that consolidation in the distribution market is ongoing, so timing outreach soon is advisable if seeking new distribution partnerships.
Which trade shows should a premium drinks producer prioritise for reaching food-led pub buyers?
Trade shows are typically slow-burn lead generators rather than immediate sales drivers, but can build valuable awareness and contacts in the target market. **Key recommendation:** - **Northern Restaurant and Bar Show (NRB)** — endorsed by members as the strongest choice for this segment. The 2025 show is adding a dedicated Lunch element for the first time, which aligns well with pubs focused on Sunday lunch occasions and guest experience. **Strategic approach:** - Consider prioritising trade shows run by your existing RTM (route-to-market) partners. Members with suppliers like Venus, Amathus, Dayla and Hills Prospect noted this approach is more focused for 2025. - Potential for collaboration with complementary spirit brands at shows (e.g., gin and vodka producers for Bloody Mary/cocktail positioning). **Caveats:** - Expect shows to generate awareness and contacts over time rather than immediate orders from the booth. - Members recommend treating trade show participation as part of a longer-term customer development strategy.
What gross profit margins should we expect when supplying alcoholic beverages to hotel bars compared to regular bars?
Hotel bars typically operate on different margin structures than traditional bars, though the exact expectation depends on whether you're supplying to an in-room or bar operation. **Margin expectations:** - Regular bars typically work off **65–75% gross profit** on wet sales - Hotel bars are more flexible since beverage sales are often secondary to room revenue, but members suggest aiming for at least **70% GP minimum** if supplying direct - When working backwards from the customer's selling price, assume they'll want around **50% of their retail selling price as GP** **Direct supply considerations:** - If supplying direct to the hotel chain, build in a **wholesale buffer margin** (typically 15% or £5–6 per case) to protect yourself if the hotel later sources through a wholesaler instead. This prevents your pricing being undercut and endangering your listing - Be mindful of the supply chain: chains may transition from direct purchase to wholesaler fulfillment as volumes grow, so structure pricing accordingly **Key caveat:** Members emphasized the importance of protecting your own margins early on to avoid being squeezed if distribution channels change. The exact GP% negotiable depending on volume and whether it's a room-service or in-bar placement.
What is the best strategy for approaching venue tenders and venue selection to improve success rates?
Venue tendering success depends on timing, communication, and persistence. Most venues using platforms like EzTenda are looking for new and exciting products but have limited capacity to proactively engage with every brand—so your approach matters significantly. **Key tactics for tender success:** - **Proactive contact before cold calling** — When you submit a bid, immediately follow up with a message that includes your email and phone number, and ask for a meeting rather than cold calling blind. This respects their time while establishing direct contact. - **Chase confidently after closure** — Once a tender has officially closed and you've already sent your contact details with a bid, you have full permission to follow up aggressively with calls, emails, and phone contact. Venues expect and accept follow-up at this stage. - **Avoid contact during the open tender period** — Do not cold call, visit, or chase venues while tenders are still open or before you've placed a bid. This is counterproductive and annoying for venue staff managing multiple submissions. - **Use intermediaries when helpful** — If you're struggling with feedback or updates on outstanding tenders, venue contacts or tender administrators can sometimes provide updates or facilitate your follow-up. **Venue selection factors:** - Research venues actively tendering on EzTenda and similar platforms; these are actively seeking new suppliers. - Tailor your submission to venue type and positioning (e.g., casual food-hall concepts like Pop Brixton may have different price/category requirements than fine dining). - Ensure your brand deck is ready to send quickly when venues express interest. **Common frustration:** Several members reported having 8+ closed tenders with no feedback from venue owners. This is normal; follow up anyway once the tender is officially closed.