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.
Which email marketing agencies can help optimise customer journeys and email flows for drinks brands?
Members recommend a range of email marketing agencies depending on budget and stage. Key considerations: ensure templates are fully editable by you to avoid ongoing dependency on dev work, and budget accordingly as this is often a significant revenue channel worth reinvestment. **Recommended agencies:** - **Valley Gal** (valleygal.co.uk) — recommended by member, ensure full editability and clarify dev support needs upfront - **IAKOE** (iakoe.com) — praised as an exceptionally fast and collaborative partner; reportedly delivered more in one month than competitors in six months, though possibly better suited to established businesses rather than early-stage - **Dash Creative** (dashcreative.co/) — described as excellent, budget around £10k+ - **Lili at Onomy Studio** (linkedin.com/in/lilimxprice/) — circa £4k per month **Budget guidance:** Members report paying £2k–£10k+ per month depending on scope and complexity. Ensure your chosen partner supports ongoing conversion rate optimisation and site improvements, as email is often a core revenue driver. **Key caveat:** Verify that you retain full control and editability of your email templates and flows rather than becoming locked into ongoing developer dependencies.
What is the correct conversion rate for cans to 9L case equivalents for regulatory reporting?
Members use different approaches depending on whether they're converting packaged cans or calculating spirit equivalents for RTD/cocktail products. **For canned beverages:** The straightforward method is to divide physical case sales by 3. Since 12 × 250ml cans = 3L in a physical case, three physical cases = 9L case equivalent. So simply divide your invoiced physical sales by 3 to get your 9L reporting figure. **For RTD and spirit-based products:** Members use volume-based equivalency rather than a fixed ratio: - **Diageo's historical approach** — used 10× the volume as a case equivalent (so 90L of RTD = 1 × 9L case equivalent), based on the logic that spirits are ~40% ABV and RTDs are roughly 1/10th of that strength. - **Actual spirit content method** — some members calculate based on the actual spirit volume used to create the product. For example, if a 20L KeyKeg of a spirit-based RTD contains enough to make 125 cocktails with 4cl spirit each, that's 5L of spirit equivalent to report—described as "probably not the 'right' way" but "very logical and it works." **Caveat:** Members noted uncertainty about which is the "official" method for regulatory purposes, so clarifying with your local regulatory body (HMRC/equivalent) on which approach they expect is recommended.