The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
There is no truly 'proactive' wholesaler for indie spirits brands—even niche players like **Cotswold Fayre** work with huge catalogues and won't actively push your product. The key is to flip the strategy: base wholesaler listings on your target accounts (bars, restaurants, retailers where you think the brand fits), then drive demand yourself through your sales team to pull volume through the wholesaler. Don't rely on the wholesaler's sales force—their incentives and priorities favour larger suppliers. **Specific wholesalers mentioned:** - **Cotswold Fayre** — seen as indie-friendly but still requires you to generate demand; you may get some direct business luck but shouldn't expect proactive selling - **Enotria** — has reduced their range significantly and shifted away from being a composite supplier to focus on selective profitable growth. They have a changed account base since that pivot. **Critical caveat**: members reported they are "absolutely TERRIBLE" payers with a history of requiring close chasing. Work with them only on careful proforma terms or very managed arrangements to minimise supply disruption. - **Venus** (post-takeover) — members raised concerns that listing with them post-acquisition risks product being pushed into Tesco or Bookers without your control **Core principle:** Work backwards from the bar. Identify where your brand belongs, then ensure the wholesaler can supply that route. Opening up route-to-market via a wholesaler is helpful for availability, provided commercial terms work for you.