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 should you know before exhibiting at BBC Good Food Show and other major trade shows—what sells, what's the ROI, and what are the logistics?
Trade show ROI varies significantly; several members reported mixed or poor returns. **BBC Good Food Show (Birmingham)** has worked well for some (profitable enough to justify the cost), but others found weak ROI due to high volumes of freebie-seekers and casual attendees rather than serious buyers. Members who exhibited reported that attendance by serious trade buyers drops significantly mid-October through Christmas as the industry focuses on Christmas trading. **What sells:** Members with Seedlip and Bounce! experience found success, though specific product recommendations weren't detailed in feedback shared. Hard seltzers and spirits were offered as samples. **Logistics and venue concerns:** - **Excel events** (including IDE—Industry Drinks Event) are frequently criticised for poor ROI relative to cost and notorious logistical disorganisation. Several members warned explicitly to "avoid" Excel events due to these issues. - Exhibiting typically requires samples for tastings, stand setup, and freight handling. **Forwarder contacts for inbound/outbound shipments:** - **Vidale Nordest** — used for Italy shipments, may work bidirectionally - **Alpi UK** — successfully used for Germany shipments - **Supply Chain 21** — Richard Jones (richard.jones@supplychain21.com) can assist with logistics - Avoid **Albatrans** (reportedly refusing Italy shipments) and **Hillebrand** (described as difficult to work with) **Caveat:** One exhibitor's 2019 experience was very negative; event quality and attendee composition appear highly variable. The consensus leans toward caution: unless you have a specific, targeted reason to exhibit, the cost often doesn't justify the outcome, especially at larger events like those at Excel.
What is the quality and effectiveness of exhibiting at major UK trade shows like the Ideal Home Show, Eat and Drink Festival Christmas, and the Casual Dining Show at ExCel?
Members have mixed experiences with UK trade shows, with some finding value but others warning about footfall and positioning issues. **Ideal Home Show / Eat and Drink Festival Christmas:** - Described as "absolutely massive" - Requires significant sample preparation — be prepared to give out a lot of samples - At least one member found it worthwhile enough to exhibit again the following year **Casual Dining Show (ExCel London):** - **Low footfall** compared to other shows at the same venue - Significantly less busy than the **Lunch section** of ExCel events - **Poor booth positioning** is a risk — members reported being positioned between machinery and irrelevant product categories (e.g. veggie meat suppliers), reducing quality of visitor engagement - Members recommend prioritising the Lunch show section instead if exhibiting at ExCel **General caveat:** Several members flagged bad press around trade shows at ExCel more broadly. The Casual Dining Show in particular appears to attract lower-quality footfall for drinks brands.
What are the typical costs for exhibiting at drinks industry trade shows, and what are the practical logistics (glassware hire, sampling permissions)?
Trade show stand rental typically costs around **£390 ex VAT per square metre**, though members didn't establish whether this is competitive or standard across the sector—it may be worth comparing quotes across shows. **Sampling and selling:** Members discussed whether you can serve/sell drinks at the stand, but the excerpts don't clarify the actual rules; this varies by event and venue, so confirm with the show organiser. **Glassware hire options** (London-based and wider): - **Hey Bartender** — members recommend for glassware hire; contact Haps Dhand for details - **Arnold Walker** (https://arnoldwalker.co.uk) — used by members - **A-Z Reliant** — recommended - **Casablanca Hire** — recommended - **Jones Hire** (https://joneshire.co.uk/front/section.php?id=1linen/) — offers linen and event hire - **Rayners** (https://rayners.co.uk/glassware/) — glassware specialist No specific pricing was shared in the discussion. The excerpts don't detail customised wooden gift boxes suppliers, despite a member asking—check back if that was answered elsewhere.
What's the best approach to exhibiting at Berlin Beer & Beverage Convention (BCB Berlin)?
Members who have exhibited at BCB Berlin emphasise that success depends heavily on your budget and goals. The main halls are dominated by large brands requiring significant spend to stand out, but quieter halls can still generate decent leads at a lower cost. **Stand placement and strategy:** - **Main halls** — populated by major brands; requires substantial investment to gain visibility - **Quieter halls** — members report generating decent leads whilst keeping stand costs lower - **Co-exhibiting with distributors** — one member successfully piggybacked on their German distributor's stand, which worked well for both parties and is worth exploring if you have local partners **Key takeaway:** Choose your hall based on budget and visibility tolerance rather than assuming a premium hall is necessary. A smaller, quieter hall can still deliver leads without the expense of competing in high-traffic areas.