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 right balance between in-house marketing staff and outsourced agencies, and what should we expect to pay?
Members suggest a hybrid model is most cost-effective: build a small in-house core and outsource the rest. **In-house marketing manager** roles run £40k–£65k depending on experience. A full outsourced growth agency team costs £75k+, but the community consensus favours a lighter structure: **Fractional CMO + a remote team of 2–3 junior marketers** managing a larger network of UGC creators paid on commission or product. **Agency selection and pricing:** - **Vertical Brands** (Aran) is recommended by members as delivering strong ROI - Avoid paying agencies a flat retainer; negotiate **per-hour or per-results pricing** instead - Members emphasise it's very difficult to find an agency worth the investment—consider owning your profit/growth centre in-house if possible **ROI expectations by tactic:** - **UGC and influencer partnerships** are controversial in the group; most doubt their impact unless executed at A-list level. Think of it as "scalable word of mouth" and distribution/social proof, especially valuable given alcohol advertising restrictions - **TV spots** (e.g. Sunday Brunch) have been the most noticeably impactful on digital and sales metrics for members - A-list celebrity partnerships command premium fees and often require equity involvement; otherwise creators simply launch their own brands **Core tactic:** Work with creators to leverage their audience and creativity, not just for content but for distribution and social proof. Commission-based or product-based payment structures allow you to scale without fixed costs.
What is the typical monthly cost range for hiring a digital marketing agency, and how are they usually priced?
Digital marketing agencies typically charge via one of two models: fixed monthly fee, or a fee combined with a percentage of ad spend or sales. Pricing varies significantly depending on your ad budget and desired service level. **Pricing models and examples:** - **Fixed monthly fee** — Entry-level agencies may charge from £600/month upwards, with ad spend invoiced separately - **Fee + percentage model** — Some agencies charge a base fee plus a percentage of your ad spend or revenue generated - **Minimum spend requirements** — Many agencies have minimum monthly commitments you should clarify upfront **Key considerations members highlighted:** - Before committing, carefully assess your customer lifetime value (LTV) and how much margin you can afford to lose to customer acquisition cost (CAC) - Paid advertising acquisition is expensive, especially in the early stages — run detailed viability numbers to understand ROI - One member used **Vinnaz** at £600/month plus ad costs, though they later paused the service as they couldn't quantify sufficient sales uplift relative to the spend at their stage - Members recommend using a financial modelling spreadsheet to model different scenarios and ensure the agency's fees align with your margin profile **Caveats:** Results can be hard to quantify, and what works depends heavily on your product, margin, and growth stage. Some members found the investment justified as a brand-building exercise even without immediate measurable ROI, while others found it unsustainable early on and reallocated budget elsewhere.