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.
What foodie festivals and events have worked well for drinks brands to sample and sell at, and how do members find good opportunities?
Members have found success at foodie festivals and are actively sharing insights on which events deliver manageable, affordable pop-up or bar opportunities. **Key approach:** The community recommends talking directly to members who have recent, hands-on experience at specific festivals. Several members have confirmed they're happy to discuss their successes and failures in detail via call. **What to look for:** - Events with **manageable (affordable) pop opportunities** or dedicated **cocktail-focused bar operations** - Festivals where drinks sampling and direct sales have converted **How to tap the knowledge:** Post in the Kindred Collective asking for a call with members who've worked specific events recently. The community is actively willing to share detailed case studies and lessons learned (both wins and flops) rather than generic festival lists. **Note:** The excerpts don't name specific festivals or provide attendance data, so this entry captures the community's *process* for finding events rather than a curated list. Individual members hold the detailed event intel.
What is the actual ROI and cost-benefit of exhibiting at UK food and beverage festivals like Foodies Festivals or Big Feastival?
Festival ROI is highly dependent on your sales model and the festival format. Members' experience suggests: - **Foodies Festivals** — On-site consumption-focused events where bottle sales performed poorly for one member; better suited if your goal is sampling and brand awareness rather than direct retail sales - **Big Feastival** — Consider shared booth spaces with other brands to split costs and improve economics; members recommend getting direct feedback from previous participants before committing - **Key consideration:** Festival suitability hinges on whether you're optimising for on-site consumption (drinks sampling, events) or retail bottle sales. Members report that festivals designed primarily for consumption-on-site may not deliver strong ROI if your business model relies on direct product sales.
Should we participate in festival chalets and market activations – are they profitable or primarily a marketing investment?
Festival chalets are typically viewed as marketing exercises rather than profit-generating events, though profitability depends heavily on distribution reach and audience relevance. **Cost structure:** Chalet participation at major festivals like Taste of London typically costs £3,000–£4,000 plus additional expenses (e.g. electricity at ~£1,000), meaning you need to generate £4,000+ in sales over the event to break even. **Revenue potential:** Members estimated realistic sales of around 100 cans/pints per day (roughly £500/day), which over a four-day event would generate £2,000—offsetting only half the costs. Breaking even is difficult unless you're running a high-margin or volume operation. **Attribution approach:** Rather than calculating ROI purely on direct sales, members recommend evaluating whether your target customers can access your brand again after the festival. If your distribution is wide enough that attendees can repurchase elsewhere, the event has brand-building value beyond immediate sales. If distribution is limited to the event location, treat it as a direct revenue calculation and expect a loss. **Bottom line:** Members who tried chalets didn't make money and classified them as valid marketing exercises rather than profit centres. The decision hinges on brand visibility goals and distribution strategy rather than expected sales alone.