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 is the ROI and attendee behaviour at craft beer festivals, and are events like Savour Festival worth participating in?
Member experience with craft beer festivals is mixed, with significant caveats about attendee purchasing behaviour. **Key findings on attendee behaviour:** - Craft beer festival crowds are enthusiast-focused but not reliable repeat purchasers—attendees "love to try everything once but are never really repeat purchasers" - The demographic may be misaligned for non-beer brands; hard seltzers faced uncertainty about ROI at these events **Events members have participated in:** - **Brew LDN** — Members have direct experience and report willingness to share detailed feedback privately - **Tobacco Dock (August event)** — One member found the price "reasonable" given the ability to both sell drinks and bottles on-site - **Savour Festival (2024)** — A member indicated they would follow up with their team on whether involvement was worthwhile, but no conclusive feedback was provided at time of discussion **Caveats:** Members noted uncertainty about whether the cost justifies participation, particularly for brands outside the core craft beer category. The craft beer enthusiast audience is described as "tricky"—high trial but low loyalty. Geographic concentration (London-based events) may also limit broader market reach.
What terms should we negotiate for event sponsorship agreements, particularly around stock provision and revenue sharing?
Event sponsorship deals typically involve both product supply for on-site use and retail stock provision. One member's experience at a festival sponsorship: they supplied approximately 800 bottles of stock for cocktails served at the event, plus an additional 100 bottles for the festival to sell retail, with the organiser keeping all revenue from retail sales. Members reflected that this was generous in hindsight—providing stock for free while the event kept 100% of retail revenue felt like giving away upside. The arrangement was accepted partly due to personal relationships with the event organisers. Key considerations when negotiating: decide upfront how much complimentary stock for on-site use versus how much retail inventory the event gets, and clarify whether you share in revenue from retail sales or whether the event keeps it entirely. Members suggested being cautious about terms that give away significant stock without securing either revenue share or strong brand exposure/future benefits.
What were members' experiences and outcomes from participating in Pub in the Park as a brand activation?
Members reported mixed experiences with Pub in the Park activations. A small number of members participated across multiple formats and locations: - **Marlow location** — participated and shared feedback - **Full season participation** — one member ran the programme across multiple events - **Dual-channel approach (retail + on-trade)** — one member used both a Village retail presence and operated via a Citroën Hvan for on-trade activation, suggesting flexibility in how to structure participation Overall assessment was cautious rather than enthusiastic. Members described conducting careful due diligence and gathering feedback from peers in the group before deciding whether to commit. While some felt it wasn't the right fit for their business strategy, there was willingness to participate in local events closer to home if the opportunity arose. The vague enthusiasm ("interesting", conditional participation) and lack of detailed ROI data shared suggests results were moderate rather than transformative.
Which sampling agencies provide good service and engagement for supermarket product sampling?
Members recommend focusing on agencies that allow you to influence execution quality and staff selection. **Hel's Angels** (now trading as **We Are Hels**, https://www.wearehels.com/) is noted as good value and affordable, with the key advantage that you can conduct staff trainings and choose which samplers you want to use for each activation—giving you control over engagement and energy levels. An alternative contact is **Tag Promo** (Fiona: fiona@tagprom.com). For spirits/premium products specifically, members suggest using **LIXIR** as a sampling partner (contact: Matt).
Should we participate in festival chalets and market activations – are they profitable or primarily a marketing investment?
Festival chalets are typically viewed as marketing exercises rather than profit-generating events, though profitability depends heavily on distribution reach and audience relevance. **Cost structure:** Chalet participation at major festivals like Taste of London typically costs £3,000–£4,000 plus additional expenses (e.g. electricity at ~£1,000), meaning you need to generate £4,000+ in sales over the event to break even. **Revenue potential:** Members estimated realistic sales of around 100 cans/pints per day (roughly £500/day), which over a four-day event would generate £2,000—offsetting only half the costs. Breaking even is difficult unless you're running a high-margin or volume operation. **Attribution approach:** Rather than calculating ROI purely on direct sales, members recommend evaluating whether your target customers can access your brand again after the festival. If your distribution is wide enough that attendees can repurchase elsewhere, the event has brand-building value beyond immediate sales. If distribution is limited to the event location, treat it as a direct revenue calculation and expect a loss. **Bottom line:** Members who tried chalets didn't make money and classified them as valid marketing exercises rather than profit centres. The decision hinges on brand visibility goals and distribution strategy rather than expected sales alone.