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 are the real costs and ROI of sponsoring or exhibiting at major UK festivals and events?
Festival and event sponsorships carry significant upfront costs with uncertain returns. Members report **sponsorship fees starting around £26k**, though the actual ROI depends heavily on your distribution strength and the event's audience fit. **Key findings from member experience:** - **National retail listings matter** — £26k sponsorships work best if you already have national distribution; without it, the investment is harder to justify - **Bar takings rarely accrue to sponsors** — even when you secure a bar presence, the venue typically controls the revenue and recharge fees can be substantial - **Negotiating down is expected** — members report that advertised prices are rarely paid; those who participate typically secure discounts. It's described as "a buyers market for events this year" - **Poor historical ROI** — one member supported a hard seltzer brand at a major festival a couple of years ago with minimal return; that brand (and many others) seem to rotate sponsors annually, suggesting sponsorship economics don't stack up for most - **Competition from established players** — major festivals often feature bars run by established names (e.g. celebrity-backed venues) that can serve late and dominate footfall, making it harder for sponsor brands to drive meaningful sales - **Pooled sponsorships could help** — members mused that if multiple Kindred members co-sponsored an event together, costs would be more affordable per participant **Caveats:** These costs and poor ROI appear specific to "big ticket" festivals. Members did not discuss ROI for smaller, more niche events or sponsorships with better audience alignment.
Is it cost-effective for emerging drinks brands to exhibit at large consumer-facing food and beverage trade shows like Hampton Court Palace Food Festival?
Members' experience suggests that major consumer trade shows can struggle to generate ROI for emerging brands. The consensus is cautious, with most participants failing to recoup their investment. **Key findings from member experience:** - **Hampton Court Palace Food Festival** — members reported mixed-to-poor results. Exhibitor costs are £2,000 for 3 days (or £1,000 for small businesses), and several attendees reported not making back their costs. The fact that the event was not sold out suggests past traders are not rushing to re-book, indicating the organiser (Immediate Media) may be the primary beneficiary rather than exhibitors. - One member noted that poor advance sell-out rates for a Bank Holiday weekend event is a red flag for exhibitor performance - **Bottle sales only** — at least one member's model at such events was limited to direct bottle sales, suggesting limited opportunity for B2B discovery or wholesale orders **Caveats:** - The feedback is limited to one major show; other events may perform differently - ROI depends heavily on footfall quality and conversion, which these events may not deliver for emerging brands - Members' experiences were "a few years back," so current performance may differ For emerging brands with limited marketing budgets, members appear to view such events as high-risk with unproven returns.