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.
How can UK alcohol brands legally use TikTok for marketing within UK promotion restrictions?
UK alcohol promotion rules prohibit direct advertising and promotion (including discount codes and calls-to-buy), but members have found ways to build brand awareness on TikTok by focusing on content that entertains, educates, or tells the brand story rather than pushing alcohol sales. **Key approaches members use:** - **Behind-the-scenes content** — Members report this format sits comfortably within regulations - **Educational and cocktail content** — Making cocktails and sharing information about the brand/business rather than promoting drinking - **Brand storytelling and entertainment** — Showing what your business is about, the people behind it, and entertaining content that builds awareness without directing viewers to purchase - **Pimentae** — Cited as a strong example of developing a brand on TikTok without heavy spending; members recommend reviewing their approach for inspiration - **Unexpected, differentiated creative** — One member achieved 2M+ views (5M across a series) with unconventional content: Ab Fab-style look-alikes on a pedalo, positioned as a "not celebrity endorsed" campaign. This approach worked precisely because it felt different from typical alcohol marketing and helped avoid algorithmic restrictions - **Trending formats adapted to your brand** — Rather than copying what others do, adapt trending formats in ways that align with your brand story or humour, which can help with algorithm reach **Caveats:** The line between "building awareness" and "promotion" is subjective. Members describe the distinction as no direct calls-to-buy, no discount codes, and no direction to purchase channels. Consider working with a creative agency familiar with alcohol social media to refine your approach.
What foodie festivals and events have worked well for drinks brands to sample and sell at, and how do members find good opportunities?
Members have found success at foodie festivals and are actively sharing insights on which events deliver manageable, affordable pop-up or bar opportunities. **Key approach:** The community recommends talking directly to members who have recent, hands-on experience at specific festivals. Several members have confirmed they're happy to discuss their successes and failures in detail via call. **What to look for:** - Events with **manageable (affordable) pop opportunities** or dedicated **cocktail-focused bar operations** - Festivals where drinks sampling and direct sales have converted **How to tap the knowledge:** Post in the Kindred Collective asking for a call with members who've worked specific events recently. The community is actively willing to share detailed case studies and lessons learned (both wins and flops) rather than generic festival lists. **Note:** The excerpts don't name specific festivals or provide attendance data, so this entry captures the community's *process* for finding events rather than a curated list. Individual members hold the detailed event intel.
How have successful liqueur brands built awareness and consumer recall in the market?
St Germain offers a useful case study, though members note it benefited from exceptional advantages not typical of start-ups. The brand's growth strategy and key success factors: **St Germain's approach:** - **Relentless on-trade focus** — concentrated on bars and bartenders for the first 5 years before expanding to retail, building it as a must-stock item in US and UK venues - **Established networks** — the founding family had significant prior experience in import, wholesale and production in the US, plus existing brand-building expertise; this wasn't a start-from-scratch venture - **Bacardi partnership** — once established as a premium on-trade staple, acquisition by Bacardi accelerated growth; Bacardi then bundled it with complementary brands (Grey Goose) and created the "Hugo Spritz" cocktail platform, particularly in Germany, which became a major category driver - **Provenance storytelling** — French elderflower heritage was marketed heavily (though sourced initially from US syrup); Bacardi later invested in authentic sourcing trips to the Alps **Important caveat:** Members emphasise St Germain is *not* a best-case study for bootstrapped start-ups — the founding family's existing RTM infrastructure, brand experience, and capital meant the brand had advantages most founders lack. The Bacardi acquisition came after establishing strong foundations, not as a launchpad. **For design/rebranding support:** Members recommend **Kingdom & Sparrow** and **Analogue in Leeds**.