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.
Does paying for feature placement in major publications like The Guardian drive direct sales, or is it mainly valuable for brand credibility?
Paid feature placement in major publications is generally not an effective driver of direct sales. Members who have paid for placements report minimal sales impact and question the return on investment, particularly when competing for attention among many featured products in magazine inserts. The more valuable PR approach is securing **editorial inclusion** (free coverage earned through PR support), which members recommend prioritising if you have PR support in place. Paid placements are better viewed as a branding/credibility tactic—allowing you to claim "Featured in The Guardian" on your website and communications—rather than a direct sales lever. **Caveats:** Members noted uncertainty about how many readers actually engage with magazine insert sections and whether standing out among multiple featured products is realistic through paid placement alone.
Which PR agencies do drinks-industry founders recommend, and what results have members achieved with them?
Members report mixed experiences with PR agencies, with some achieving strong results and others choosing to bring work in-house. **Recommended practitioners:** - **Lauren Auty** (https://www.lmapr.com/) — secured national press coverage and positioned clients as industry voices; has worked with drinks brands including Black Lines and Allday (knives); F&B-focused; track record over 6–9 month engagements. - **MPR Comms / Amanda** — multiple members use this agency; one reported approximately 30 media placements over Nov/Dec including several nationals. - **In-house PR** — some members have terminated agency relationships and moved work in-house, reporting better control and cost efficiency. **Caveats:** - Results vary significantly; at least one member described their agency experience as "mixed success" and was considering stopping in the New Year. - Early-stage brands should expect a 6+ month lead time to see results. - The decision between agency and in-house often depends on brand maturity and budget.