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 best approach and contacts for launching a drinks brand in the US market?
Entering the US requires significant resources, strategic planning, and local expertise. Members emphasize that the US operates like multiple separate markets (each state has its own regulations and distribution channels), so focus and preparation are critical. **Key Strategic Approaches:** - **Focus geographically** — concentrate on one or two regions and go deep rather than attempting a national launch. Members with successful US operations stress this approach over broad expansion. - **Budget conservatively** — expect your launch costs to be 3–10x your worst-case scenario estimate. The US market is substantially more expensive than UK operations. - **Use a brand ambassador model** — hire a single brand ambassador across multiple brands to manage costs, as US hiring is expensive. - **Work with an existing distributor** — one member has contacts currently seeking agency brands to distribute across 5 key states with an established sales organization in place; DM for discussion. **Key Contacts and Resources:** - **Taylor Foxman** — runs a consultancy focused on US market entry and is very well connected (ex-ZS). Also manages a Slack channel (though reportedly not very active). - **Spirited Marketing** — runs the Spirited Incubator Programme with partners in Chicago and NYC; happy to discuss partnership approaches. - **Richard Davies** — mentioned as having experience with whiskey launch in Florida and offering routes to market. - **Tequila Enemigo founder** — member of the community with acquired US operations (head offices in NY/LA) and willingness to share experiences; happy to discuss approaches and lessons learned. - **Spirits Society group** — informal group within Kindreds connecting US brands and members with US experience. - Consider joining or creating a dedicated Kindreds US-focused WhatsApp/Slack channel — demand exists and several members volunteered to help establish one. **Important Caveats:** - "There is no magic bullet" — each state operates with different regulations and complications. - The US market requires a fundamentally different approach than European expansion; it is "a whole different beast" best approached with caution. - Members recommend speaking directly with those who have navigated US entry before attempting launch.
Are there legitimate distributors in Southeast Asia and China for UK spirits brands, and how should you vet them?
Unsolicited distribution enquiries from lesser-known firms in the region warrant careful vetting before committing. Members have received outreach from firms like **LaLa Wine** (claiming representation in Vietnam, Singapore, Dubai, and China as part of LLMH GROUP), but recommend skepticism even when websites and email addresses appear legitimate. **Key vetting steps:** Request a video introduction call rather than email-only contact; consult your board advisors and industry contacts in the region to verify their track record and reputation—several members found that established advisors had no knowledge of certain firms despite their professional appearance. Members noted concerns with **Charles Durango at OPC Ventures** and chose not to pursue after initial conversations. The lesson: legitimate-looking credentials don't guarantee genuine business relationships or market presence in Asia.
What are the best distribution channels and approaches for entering the German beverages market?
Members who have entered Germany report success through multiple distribution routes. The German market was a top performer for some, particularly outside the US, UK and Asia. **Distribution approaches:** - **Direct distributor partnerships** — Members found this model effective as it provided upfront cash and the distributor handled logistics and sales operations. This was identified as a lower-friction entry route. - **Large direct reseller orders** — One member supplied a major reseller on a £150k order directly, bypassing traditional distribution. - **Amazon** — Used as a D2C wholesaler for German market entry. - **Border stores** — One member reported strong sales through border retail locations, particularly benefiting from cross-border shopping (noting Danes travelling into Germany for purchasing). **Key consideration:** Pricing varies significantly in the German market—members noted prices like £8.50 per unit and €11+ in comparable Nordic markets, suggesting strong retail margins. Understand local pricing expectations before finalising distributor terms.
What are the key requirements and steps for getting regulatory approval to sell alcoholic beverages in Nigeria?
Navigating Nigeria's alcohol market requires working with local regulatory bodies and experienced distributors. Based on community experience: - **NAFDAC registration** — This is the primary regulatory requirement. Members recommend partnering with an experienced local distributor who can guide you through the process. One member's brands are distributed by **Really Great Brands** in Nigeria, whose team assisted with NAFDAC registration, suggesting this is a viable route for newcomers unfamiliar with local requirements. - **Local distributor partnerships** — Rather than handling regulatory paperwork solo, members indicate the standard approach is to work with an established Nigerian distributor who has existing relationships with regulators and understands local compliance. **Caveat:** The discussion contains several messages that appear to be scams or off-topic banter (requests for Bitcoin, money transfers, credit card details). Ignore these entirely and work only with verified, professional distributors and regulatory consultants with traceable track records in Nigeria's drinks industry.
What are the regulatory and commercial challenges of exporting spirits to India?
India is highly protectionist toward spirits imports and presents a distinctly challenging market entry compared to other territories. **Key barriers:** - Each state has separate regulations and licensing requirements, significantly complicating distribution - Retail pricing is substantially higher than other markets—expect pricing of $80+ per 70cl bottle, the highest reported by any member selling globally - The super-premium spirits segment in India is very small, limiting addressable market **Market reality:** Members advise treating India as a long-term, niche opportunity rather than a near-term revenue driver. The protectionist regulatory environment and fragmented state-by-state system create both compliance complexity and demand constraints that differ markedly from Western markets.
What pricing strategy should I use when launching products in new export markets?
Members recommend setting your ex works export list price within 15% variance of your UK bonded pricing, with any additional deals or A&P (advertising and promotion) support layered on top. Before finalizing pricing, ask your importer for the pricing of competitor brands in that territory—this gives you a realistic benchmark for where you need to be positioned competitively. Your final price should also reflect how aggressively you want to pursue volume in that market; higher volumes may justify lower margins. Members also highlight the importance of understanding the full value chain for each territory, as this can significantly impact optimal pricing structure.
What's involved in expanding a UK spirits brand into the US market, and who in the community has experience doing it?
A significant proportion of the Kindred Collective has either attempted or is actively planning US market entry for spirits brands. Members report this as a substantial undertaking often referred to internally as 'Doing a Beatles'—replicating the model of British success stories breaking America. **Current community experience:** - 15 members have already attempted US market entry - 14 members are planning to attempt it - Several members (including Spearhead, an African spirits producer with years of US experience) are actively documenting lessons learned and willing to share insights **Practical next steps:** - Connect directly with members who have live US operations to understand market-specific challenges and opportunities - A 2024 US F&B Market guide document has been shared in the community and is available for reference **Note:** The excerpts show strong community interest and peer experience but don't yet contain tactical detail on licensing, distribution partnerships, regulatory pathways, or market entry strategies. Members should request direct introductions to those with active US operations for specific guidance.