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.
Should I register trademarks for sub-brands and SKU variations, or just protect the master brand?
Protect the master brand (word mark and/or logo) and skip registering individual SKU names and sub-brand variants. Members recommend registering only the core brand name with the UK IPO, which costs around £170 per application and can be done DIY via https://www.gov.uk/how-to-register-a-trade-mark — no need to pay lawyers £500+ per trademark. **Why SKU variants don't need separate protection:** - SKU names and sub-product lines (e.g. "Duppy Share Spiced" or "Duppy Share XO") are extensions of the core brand, not unique IP in themselves - If you own the master brand (e.g. "Duppy Share"), enforcement against infringement is straightforward — you own the core - Registering the master brand gives you sufficient legal protection for product line extensions **Key caveats:** - This approach is solid for UK operation. Global IP protection (EU, US, elsewhere) becomes "horribly complicated" and may require different strategy - Ensure you own both the word mark and logo for the master brand to be fully covered - Do-it-yourself registration via the IPO is described as "pretty quick and easy"
What do wholesalers mean when they ask about 'brand increases' for the year ahead?
When a wholesaler asks about 'brand increases', they may be referring to several different things — and it's worth clarifying directly with them. Members identified three possible interpretations: - **Price increases** — the most obvious interpretation; you likely covered this already. - **Product line extensions** — new SKUs within your existing brand(s). - **Portfolio brand increase** — adding entirely new brands to your stable rather than extending current ranges. One member noted this is increasingly relevant as wholesalers consolidate their supplier base; having multiple brands across multiple categories reduces the number of contacts they need to manage, making the relationship more efficient for them. **What to do:** Simply ask the wholesaler to clarify exactly what they mean. The distinction matters because it shapes your commercial and category strategy for the year.
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**.