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.
Where can members access market research data on spirits category growth and sales trends?
Members have identified several routes to obtain spirits market data: - **DBT** — trade advisers provide reports free of charge; the collective has a named contact (Michael Jolley) who has access to a load of useful information and has been willing to make introductions within the group - **IWSR reports** — members reference these regularly for category-specific data (gin, brandy, etc.); available by request and members have shared access - **IRI grocery spirits data** — UK supermarket-level data by retailer; members have sought this out for 2023 total market analysis, though acquiring it requires identifying the right contact - **Nielsen IQ** — holds equivalent data to IRI; members suggest playing Nielsen against other providers to negotiate price down - **Local library access** — one member reported successfully accessing Nielsen reports free of charge through their local library as an alternative route **How to access:** The most reliable path appears to be leveraging connections within the Kindred Collective—members have been willing to make introductions to their trade adviser contacts. For IWSR and IRI data specifically, asking within the group has yielded results when someone has a direct subscription or relationship. **Caveat:** IRI grocery data in particular can be difficult to source independently; it appears members sometimes rely on peer sharing or institutional access rather than direct purchase.
Should brands pay distributors for sales reports and listing data?
Members are split on whether distributor-charged reporting is fair, but consensus leans toward resistance for small brands. **The complaint:** Several distributors are now charging £100+/month for basic reports showing where products are listed—a meaningful margin hit for small producers with limited SKUs. Members questioned why brands should pay for data that helps distributors sell more product. **Why distributors claim they charge:** Some argue that pulling and sending individual sales reports to every brand is time-consuming and costs them thousands monthly. With thin margins (£2–5 per bottle), report generation isn't free. **What members actually do instead:** - **Maintain close relationships with reps or telesales staff.** They'll often pull reports and send listings informally without charging—this is the workaround small brands use. - **Big brands don't pay.** Members confirmed that major producers are handed this data as standard; they would refuse a charge. Small brands are being asked to pay what large players get free. - **Negotiate directly with individual contacts** rather than accepting the formal fee structure. **Caveat:** Members acknowledged that *some* distributors won't share data at all, citing confidentiality, making the fee-charging ones at least willing to engage. The underlying frustration is that the burden falls on small businesses while established brands get preferential treatment.
How can you access IWSR market research reports and other industry data as a drinks founder?
Most full IWSR reports are behind paywalls, but members have identified several routes to access market data: - **IWSR free reports** — The 'Top 6 Global Trends for 2018' is available free online as a PDF; newer reports may follow a similar pattern - **WSTA membership** — Members report that the Wine & Spirit Trade Association may provide access to data if you're a member - **CGA reports** — Several members reference using CGA (On-Premise) data as an alternative source - **Morning Advertiser** — Free articles covering market data (e.g. top-selling UK alcohol brands) are published and can be a useful supplementary source - **Peer sharing** — Members occasionally share older reports they own (e.g. global gin reports from previous years) directly Note: Full IWSR reports are typically sold by subscription. The community's main workaround is either paying for membership/subscriptions, using free summary articles, or accessing older reports through peer networks. No members mentioned a free full-report database.