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 ROI and attendee behaviour at craft beer festivals, and are events like Savour Festival worth participating in?
Member experience with craft beer festivals is mixed, with significant caveats about attendee purchasing behaviour. **Key findings on attendee behaviour:** - Craft beer festival crowds are enthusiast-focused but not reliable repeat purchasers—attendees "love to try everything once but are never really repeat purchasers" - The demographic may be misaligned for non-beer brands; hard seltzers faced uncertainty about ROI at these events **Events members have participated in:** - **Brew LDN** — Members have direct experience and report willingness to share detailed feedback privately - **Tobacco Dock (August event)** — One member found the price "reasonable" given the ability to both sell drinks and bottles on-site - **Savour Festival (2024)** — A member indicated they would follow up with their team on whether involvement was worthwhile, but no conclusive feedback was provided at time of discussion **Caveats:** Members noted uncertainty about whether the cost justifies participation, particularly for brands outside the core craft beer category. The craft beer enthusiast audience is described as "tricky"—high trial but low loyalty. Geographic concentration (London-based events) may also limit broader market reach.
What incentive structures work best for promotional staff sampling beverages at events?
Members report that **per-unit sales commissions** are the most effective approach. A typical structure is a base hourly rate plus a per-bottle bonus: - **$2–3 USD per bottle sold** (in addition to standard hourly pay of $40–50/hour) has been shown to increase sales by 25–50%. **Important caveat**: Members emphasize that financial incentives alone won't transform poor performers. A promoter's enthusiasm and natural selling ability matter more than the bonus amount—a well-selected, naturally enthusiastic promoter will outperform a disengaged one regardless of commission structure. The bonus works best as a multiplier for already-capable staff rather than as a primary motivator.