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.
Should you price bottles lower with lower retailer margins/listing fees, or higher with higher margins/listing fees?
Members consensus is strongly in favour of **higher bottle price with higher retailer margins and listing fees**. **Key reasons cited:** - **Pricing control** — higher prices give you more control over how your product is positioned and discounted in the market - **Higher GP%** — the higher margin protects your gross profit - **Downside protection** — if the product doesn't sell through as fast as forecast, you have more cushion to absorb slower movement without eroding profitability This approach is particularly important for craft spirits where market positioning and perceived value matter.
What is the cost of entry and key strategy for distributing spirits in the US market, and what should new entrants know about working with distributors?
US market entry requires significant upfront investment and hands-on brand representation—distributors will not actively sell your brand for you. Members emphasise that capital and dedicated personnel are essential; stock without active support will not turn. **Key takeaways:** - **Major retail channels** – Members report presence in Total Wine & More (confirmed) and Bevmo (in progress for some), but entry costs and terms vary. Natural grocery channels are notably expensive and require significant investment in sampling and TPRs (trade promotion resources). - **Brand representation is mandatory** – Do not rely on distributors to push your product; you must provide active brand support and sales resource in-market. - **Regional distributors** – Members have experience with Southern/RNDC (requesting contact and feedback); others are exploring additional distributor partners. - **Capital requirements are substantial** – Multiple members stressed that "it takes money to move" and that eye-watering costs are associated with US market entry. - **In-market support** – Happy to connect with members who have recent US launch experience for detailed learnings and strategy. **Caveats:** The excerpts confirm the challenge but do not provide specific cost figures, retail placement timelines, or detailed channel-by-channel breakdowns. Members are keen to share direct experience via DM.
What is the most effective go-to-market approach for a newly launched beverage brand targeting high-end on-trade accounts?
For newly launched beverage brands targeting high-end on-trade, face-to-face founder-led selling is significantly more effective than digital outreach alone. **Go-to-market tactics:** - **Founder-led face-to-face sales** — Direct visits from the founder have more persuasive power than emails, calls, LinkedIn, or social media, but require highly targeted account selection to be efficient - **Bottom-up approach** — Build momentum from smaller or mid-tier accounts before approaching tier-one venues; this establishes credentials and case studies for premium on-trade pitches **Key principle:** Be ruthlessly selective about which accounts you target in person; the founder's time is the constraint, not reach. Quality targeting beats volume outreach at this stage.
What sales team structures do UK drinks producers typically use?
Members were polled on their UK sales setup. The most common approach is a **hybrid model combining distributors with an internal sales team** (26 votes), followed by companies running **internal sales teams only** (16 votes). Some rely purely on **distributors** (4 votes), while a smaller number operate with **founders handling sales directly** (10 votes). The hybrid distributor + internal team model appears to be the dominant preference across the group.
Should we invest in partnership marketing with retailers first, or should we run external campaigns to drive awareness?
The community consensus is that the sequencing depends on your goal. If your objective is to drive retail sales, do the in-store work first—secure retailer support, visibility, and execution—then follow with external campaigns to pull customers into the store. External campaigns alone are "more hit and miss" without that foundation. However, if your goal is to demonstrate marketing activity to buyers (to secure shelf space or partnerships), targeted external campaigns can work as a proof point. One member noted they took out a billboard in the Channel Islands specifically to show a retailer they were doing something. The key insight: in-store fundamentals first, external campaigns second.