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.
How do we get our spirits stocked in major UK retailers and distribution platforms?
Members report that pitching to major retailers requires identifying the right buyer contact and understanding their submission windows. For **Specialty Drinks** (spirits distributor), members recommend contacting **Dawn Davies** (dawn@specialitydrinks.com), the Spirits buyer. For **Spirit Kiosk** / **Spirits Beacon** (run by Enotria's digital team since 2020), reach out to **Andrew Trafford** or **Emily Collins** on the buying team; note that the platform's marketing contact is **Richard Weaver** or **Lauren Burfield**. For **Whole Foods UK**, be aware their submission schedule is complex with multiple internal and external deadlines; one member reported they are not running a full range review in the current year, only planning Jan-to-Jan. Members also mention **Nectar** (the loyalty programme) as a listing opportunity, where key accounts include **Cirrus Inns** and **Fullers pubs** (though Cirrus is now under Liberation, requiring direct supply). General advice: identify decision-makers early, understand each retailer's calendar windows, and use the community network to secure warm introductions. One member offered to discuss their recent Tesco pitch experience directly.
What are the SALSA accreditation requirements for drinks businesses and when is it mandatory?
SALSA accreditation is increasingly required by larger retailers and wholesalers for drinks listings, particularly for RFP (request for proposal) processes with major stockists. Here's what members found: **When it's needed:** - Large grocery retailers typically require proof of SALSA for listing approval - Smaller, local wholesalers may not mandate it, but larger ones do - Essential if you're producing spirits or other drinks for third-party clients **Two routes depending on your production setup:** - **Outsourced production** — If you use a contract manufacturer (co-packer) for blending and canning, their existing SALSA certification usually covers you; you won't need your own certification - **In-house production** — Getting SALSA approved yourself is "reasonably onerous" and involves significant paperwork and process documentation **What to expect:** - Substantial paperwork and administrative burden to achieve and maintain certification - Annual inspections are required to maintain status - Members described it as "a lot of work" but ultimately "doable" and "very worth it" for access to larger retail channels Members who pursued it without outsourced production found it a necessary headache to unlock major retailer relationships, particularly for RFP processes.
What are the costs and pricing tiers for listing products on Brandbank?
Brandbank charges per-item listing fees with tiered pricing options: - **Brandbank Basic tier** — £120 per item - **Brandbank Premium tier** — £275 per item These are recurring costs for each product you list on the platform.
What does it cost and what is the process to get a drinks product listed in Selfridges?
Selfridges listings require a significant activation budget, typically around **£20k**, and substantial ongoing in-store support. Members who have secured placements report that the positioning benefit can justify the investment—particularly for on-trade reputation and brand visibility—but the experience is mixed and demanding. **Financial investment:** - **Activation budget of approximately £20k** is needed to secure a listing - Additional sampling and in-store support costs should be expected **Practical realities:** - Positioning in a premium department store carries brand prestige that can benefit on-trade relationships, even if direct volume is modest - Members report that in-store sampling and activation are essential—"give your life away to sampling instore" - Buyer relationships are critical; staff changes at Selfridges can dramatically affect responsiveness and support - One member has maintained a listing for 4+ years but reports radio silence from the buyer since a change in personnel two years ago, despite multiple outreach attempts and activation offers - Another member has held listings for 5 years with "volume not the greatest but positioning is worth it" **Caveats:** Members emphasise this is a relationship-dependent, resource-intensive route. Buyer turnover can leave you stranded after initial investment, and responsiveness varies significantly depending on who is managing the account.
What is the typical timeline for getting new products listed on major online retailers like Ocado?
Getting listings on major online retailers can be a lengthy and frustratingly slow process. Members report that **Ocado** submissions can take significantly longer than expected—one member shared that their submission had been in progress for **9 months**. Multiple members confirmed similar experiences with slow processing timelines, though they noted that progress does eventually happen in incremental steps. The retailer has experienced staffing changes which have impacted turnaround times, though things are expected to improve. Members are also exploring **Travel Retail** as an alternative route to market, which may offer different listing timelines and processes.
What are the key steps and challenges in exporting non-alcoholic drinks to Canada and the US?
Members working on North American export for non-alcoholic drinks report that the process involves long timelines and multiple parallel channels. The community is actively exploring opportunities, including direct retail listings and travel retail placement. **Current approaches members are pursuing:** - **Direct retail listings** — Members have submissions in progress with major retailers; timelines are lengthy (9+ months reported) and progress can be slow, though submissions do gradually advance. - **Travel retail** — The community has organised group calls to explore travel retail opportunities as a dedicated route to market for interested members. **Challenges noted:** - Long processing timelines with major retailers (several months to over a year) - Staffing changes at retail partners can cause delays and uncertainty - Progress is sporadic and frustration is common Note: The excerpts provided focus on challenges and opportunity exploration rather than step-by-step regulatory or logistical detail for US/Canada export. Members appear to be at early-stage information gathering rather than sharing detailed tactical guidance.