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 recruitment channels and specialists do members use for on-trade and off-trade sales roles, and what's experience with commission-only hiring?
Members use a mix of general job boards and specialist recruiters for drinks-industry sales roles. **Recruitment channels:** - **LinkedIn** — highly recommended for roles with defined job titles where prior experience matters; members describe it as "amazing" for this type of hiring - **Indeed** — worthwhile because "almost everyone looks on it" - **Specialist recruiters** — e.g. **Lime Recruiting**, though noted as "way more expensive" than general platforms **Recruitment specialists:** - **New Chapter Consulting** — members have used them and recommend them, saying they "have a good network of people" - **Young Foodies** — one member is currently working with them but reports it's "not proving to be that productive" **Commission-only on-trade hiring:** One member confirmed they have experience hiring commission-only on-trade sales people, but the discussion excerpts do not contain details of their approach, challenges, or recommendations. **Caveats:** The discussion shows members actively recruiting for account manager and on-trade sales roles, but most specifics are light. The commission-only experience was affirmed but not elaborated.
What off-trade brokers and distribution partners do members recommend, and how should we evaluate them?
Members have limited but direct experience with off-trade brokers. When seeking reliable partners for distributor relationships, the community recommends: **Direct introductions** — Members actively facilitate introductions to distributors they work with. If you're looking for specific wholesaler contacts (e.g. LWC accounts), reach out directly to members who've already won those accounts; they can provide account contact swaps. **Regional specialists** — For Italian spirits distribution in Northern Italy, members recommend requesting direct introductions via DM rather than cold outreach; at least one member is actively working with Italian distributors and can facilitate connections. **Off-trade broker options** — **South East Bottling** is mentioned as a versatile option for ad hoc broker work. Members also reference **Andy Mallows at Mallows bottlers** as another contact for bottling and related services, though the exact scope of their broker/distribution services isn't detailed in these excerpts. **What to watch for** — One member warned against generic industry events (referencing a 2020 experience) where food buyers dominate and spirits decision-makers are rare and often already locked into long-term contracts, making them poor ROI for new brand acquisition efforts. The strongest signal from the community is that personal introductions and warm intros to established broker contacts are the most effective route; cold outreach to locked-in decision-makers is generally ineffective.
What are examples of effective trade marketing campaigns for on-trade and off-trade channels?
Members highlighted that the best place to source trade marketing inspiration is directly from specialist agencies' portfolio work. **W Communications** (wcommunications.co.uk/aperol/) was specifically praised for their Aperol campaign as a stand-out example; members noted the founder is well-regarded, though their services are premium-priced. **Wonderworks** was also mentioned as a capable option in this space. Members recommend reviewing agency "our work" sections to see real campaign examples across both on-trade and off-trade channels rather than seeking generic case studies. On the practical side: Members were actively seeking shareable launch plans for major UK retailers like Sainsburys, particularly for early-stage shelf support during initial listings, but no concrete templates or examples were shared in the discussion. One member noted that a Sainsburys launch during lockdown was challenging, suggesting timing and circumstances significantly impact trade marketing effectiveness for retail placement.
What margins do wholesalers and food service distributors typically expect, and how do these vary by product type and channel?
Distributor and wholesaler margins vary significantly by channel and product positioning: **By channel:** - **Wholesalers** typically expect 10–25% depending on product type - **Off-trade** (bottle shops, retail) expect 25–40% - **Premium/super-premium products** sold by the bottle can command higher wholesaler margins, sometimes up to 30%, especially when distributed through specialist merchants like **Amathus**, **Venus**, **Ellis**, and **Hammonds** **Gross profit implications for brands:** - Without a distributor: 50–60% gross profit target - With a distributor: 40–50% gross profit target **Key dynamics members highlighted:** - Wholesalers and RTM teams are typically targeted on average gross profit across their entire book, not individual SKUs—so they'll accept lower margins on some products if the overall basket margin hits target - **On-trade (pubs)**: margins can vary within a single order (e.g., a mixer might carry higher margin while the spirit carries lower), as long as the overall blend works. This can be a useful negotiating angle when pitching new listings - For large contracted business, pricing is negotiated on total GP and multi-year supply agreements, not on a per-unit basis - **Brakes** (and similar major food service distributors): members asked about their specific margin expectations but no concrete answer was provided in this discussion **Caveats:** Members noted that premium/super-premium exceptions exist where margins depend heavily on what you "can get away with." Fighting over per-case margins on commodities (e.g., 25p per case of mixer = £0.01 per serve) is common but often not economically worthwhile.
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 is the optimal split between direct sales and distributor relationships for on-trade and off-trade channels?
Members' actual practices vary significantly by channel. On-trade (bars, restaurants) and off-trade (retail, online) require different approaches: **Channel Split by Type:** - **On-trade:** Mostly via wholesalers/distributors, with limited direct sales - **Off-trade:** Mostly direct, with some distributor relationships **Overall Trade Sales Distribution:** A poll of the community showed the most common approach is mostly via distributors with some direct (23 votes), followed by mostly direct with some via distributors (9 votes). Some members operate all direct (5 votes) or all via distributors (7 votes). Early-stage businesses like Wednesday's Domaine operate at roughly 50/50 between direct and distributor volume. **Key Insight:** The on-trade/off-trade split is the critical distinction—on-trade typically requires distributor relationships for scale and access, while off-trade allows for more direct customer relationships and margin retention.