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.
Which trade shows and food/drink expos deliver the best ROI for spirits and premium drinks brands?
Members' experience with major consumer shows is mixed and heavily dependent on brand positioning and price point. BBC Good Food Show attracts a broad demographic that skews toward lower price-point, sweeter products rather than premium spirits—one member reported getting repeatedly asked if lemonade could be added to their product. Volumes can be decent (one wine importer reported £22K sales in Birmingham), but pitch fees are described as "eye watering" and ROI is often poor for premium brands. Pimentae found decent volumes but the wrong customer demographic; Shanky's Whip moved 900 bottles at £25 each (on promotion at £20), though this required heavy discounting. Members recommend premium spirit producers "stay well clear" due to oversaturation of spirits brands making it hard to stand out. The Atom food and beverage conference (held at Doncaster Racecourse) attracts good numbers of retail buyers but delivery is inconsistent—one attendee found it well-run with solid contacts, while another reported poor organisation and significant buyer no-shows. Members suggest evaluating any show based on whether the attending buyer demographic aligns with your brand's retail price positioning and target market, rather than assuming volume = success.
What are the typical hurdle rates and listing fee waiver conditions for major multiple retailers like Matthew Clark when launching new products?
Based on recent member experiences, listing fees with major UK wholesalers and retailers are increasingly non-negotiable, and hurdle rates are being enforced as firm conditions rather than negotiable terms. **Key findings from recent listings:** - **Matthew Clark** — currently enforcing non-negotiable hurdle rates and mandatory listing fees as a condition of moving forward; specific hurdle rate figures not disclosed in member discussions, but buyer Roman (Matthew Clark) stated these are firm requirements - **Listing fees are generally payable regardless of pull-through volume** — members report having to pay listing fees even with significant customer confirmations (Turtle Bay, Wetherspoons, British Airways examples cited) - **Pull-through guarantees no longer waive fees** — the traditional route of securing large customer commitments to offset or eliminate listing fees appears to have ended; members confirm fees were charged despite confirmed volume listings **Current context:** Matthew Clark has recently implemented a new ordering system, which may be affecting their operations and buyer flexibility on terms. Members report MC have faced supply constraints and system updates that could impact their negotiating position, though this appears temporary. **Caveat:** Specific hurdle rate percentages and exact fee structures were not disclosed in community discussions. Members are advised to request detailed fee schedules directly from buyers, as terms may vary by product category and supplier relationship.
How can drinks brands secure listings with major retailers like Ocado, Sainsbury's, and specialty retailers?
Getting major retail listings requires direct contact with the right buyer and understanding what retailers actually want. The community has access to insider knowledge from top industry buyers. **Direct Contact & Strategy:** - Reach out directly to buyer contacts at target retailers. For Ocado specifically, members are seeking non-alcoholic category buyers within their team; if you have mixer or non-alc products, networking within the community may help identify the right person. - **The Session magazine** (published by a community member) features interviews with major retail and hospitality buyers including John Vine (Waitrose), Dawn Davies (Speciality), Fifi Liddar (C&C), Harald Sydenham (Soho House), Jake Odlum (Dishoom), and Nick Bell (Harvey Nichols). Each answered 10 questions about what brands need to do to win listings—this is a direct resource from the actual decision-makers. **Key Caveat:** The community discussion doesn't contain detailed tactical advice on pitch strategies, minimum order quantities, pricing expectations, or the listing application process itself. Members appear to rely on direct relationships and insider resources like The Session magazine rather than a standardised approach. Success likely depends on understanding each retailer's specific requirements through direct conversation with their buyers.