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.
Which trade shows deliver the best ROI for drinks brands: ProWein, Sial, Anuga, Berlin Cocktails, and Foodies Festivals?
ProWein has proven productive for members—one member noted strong returns from Seven Tails. Berlin Cocktails (BCB) is worth attending for meetings and networking with international distributors, but opinions on exhibiting vary: one member has maintained a stand since 2018 with great returns, while others found it overpriced, disorganised, and difficult to stand out alone. The show is most valuable for year-round partner reviews, meeting new distributors across multiple countries, and accessing industry networking events—less valuable if pursuing German domestic distribution. A collaborative Kindred stand was suggested as a way to solve visibility issues and create buzz. Foodies Festivals received consistently negative feedback on ROI. Members described them as expensive to exhibit at with no guaranteed footfall, attracting crowds primarily interested in free samples rather than brand engagement. One member lost money at Bristol Foodies (2023) but profited at Exeter thanks to higher-spending attendees and good weather. The consensus is to be highly selective, negotiate pitch fees aggressively, and avoid unless you can secure a discounted late-minute spot or identify a specific festival with proven higher-quality footfall in your category.
Which Pub in the Park artisan market locations are worth exhibiting at, and what should brands expect in terms of ROI and costs?
Members report highly variable results depending on location and booth positioning. Marlow, Wimbledon, and Tunbridge Wells have been profitable for some, though Marlow's performance can fluctuate year-to-year. St Albans is noted as 'good for alcohol'. Chiswick has strong foot traffic but a less effective layout. Location within the event is critical—a poor spot can make the difference between profit and loss, even at otherwise promising venues. Members strongly recommend negotiating hard on booth fees, as these events are expensive to exhibit at. The artisan market itself is considered less valuable than 'proper pitches' at the same events. Avoid Foodies events (Brighton cited as weak; also noted as more expensive than Pub in the Park and problematic operationally). Wimbledon and Dulwich have both delivered good results for at least one exhibitor.
Which industry awards competitions are worth entering for credibility and ROI, and what's the best strategy for competition submissions?
The awards landscape is increasingly crowded and many competitions have diminished value. Members recommend a focused, strategic approach rather than entering multiple competitions. **Most valued competitions globally:** - **San Francisco World Spirits Competition** — cited as the most globally recognised and prestigious; has separate sections for liquid and design. However, one member cautioned they're "constantly surprised at the top award winners." - **IWSC (International Wine and Spirit Competition)** — particularly strong in South-East Asia and Europe; holds good traction in different markets than San Francisco - Members noted that **different regions favour different competitions** — IWSC may carry more weight in SE Asia and Europe, San Francisco stateside; impact may vary by spirit category **Strategy recommendations:** - **Enter 1–2 prestigious awards per year maximum** — don't enter multiple competitions. Once you have a couple of wins, stop entering unless pursuing a specific strategy. - **Rotate which SKU you enter** — if you have 3 products, enter a different one each year rather than entering all categories repeatedly - **Choose based on your target market** — tailor competition selection to geographic expansion plans and where those awards hold sway - **Leverage wins for PR and trade conversation** — the real value isn't consumer-facing (most don't know the difference between awarding bodies); instead use wins to generate media coverage, give sales teams talking points with the trade, and provide independent quality verification - **The Grey Goose precedent** — a legendary example: they won San Francisco on first entry, claimed the title publicly, then never entered again. This only works if the competition awards a single winner (not multiple golds) - **Enter international awards for distributor prospecting** — some members noted that competing in international competitions like International Spirit Selection puts your brand in front of judges who are often distributors, leading to unsolicited distributor enquiries in new markets **Caveats:** - Many competitions are "a bit of a racket" with high entry fees and diluted credibility from handing out too many medals - Importers and buyers don't typically ask for awards; liquor boards (like Canada's LCBO) may reference them, but don't rely on awards alone to drive rotation - Consumer purchasing decisions are ultimately taste-based, not award-based - Resting on a win without active promotion is a wasted entry fee
Which UK trade shows and events are worth the investment for drinks brands, and should smaller independents exhibit at shows like Imbibe?
The community is cautious about trade show ROI and recommends a strategic approach rather than blanket attendance. **Imbibe** — Generally not recommended. Members report: - Lots of negative feedback from brands in recent years - "An event with diminishing returns" - Last year was half the size of previous years; members are surprised it's continuing - Attendance includes many "glass collectors returning for free samples" rather than serious buyers - High costs (large stand, staffing, hotels, agencies) with limited lead generation **UK Catering Platform** — Worth considering. One member who attended in 2019 secured direct sales from: - Fenwick buyer - Partridges - Several independent buyers (some converted to direct purchasing) **Speciality & Fine Food (Olympia)** — Limited feedback in the discussion; ask directly in the group if considering. **Decision framework members use:** - Consider opportunity cost: the stand/staffing/hotel costs could instead fund someone making 10 targeted calls per day for months - Pre-schedule meetings with existing customers and warm leads in advance to increase ROI - Shows work best for brands that are easily sold through sampling ("so good it will easily sell") or for new launches requiring brand awareness - Budget constraints matter: some agencies switched from Imbibe to NRB Manchester this year as a more cost-effective substitute - Focus on whether the event targets your actual buyer demographic vs. attracting non-purchasing attendees **Caveat:** One member notes shows "should be a demand driver" but "ironically it could end up more about brand awareness if few leads" — clarify your actual goal (lead generation vs. awareness) before committing.
What is the ROI and effectiveness of attending major drinks trade shows like Taste of London, Spirit of Christmas, and Barcode—especially without a dedicated bar stand?
Trade shows deliver mixed returns depending on your product type, the show's audience composition, and how well you activate. Here's what members have learned: **Taste of London** — A consumer-focused event, not primarily a trade play. Members report a good mix of trade and consumers, but ROI varies widely depending on activation quality. The summer event draws fewer trade/press benefits than expected; the winter event performs better for bottle sales (gifting purchases). RTD brands selling for on-site consumption do reasonable volumes, but cans don't move well—people attend to consume, not take inventory home. One member found the winter event "slightly better than summer for people buying bottles for gifting." **Spirit of Christmas** — Expect heavy sampling and mixed results from participating brands. One member reported "some great, some dogs." Cost can be shared effectively with complementary brands (e.g., pairing with another category to split stand costs). No members reported strong revenue gains; it's better positioned as brand awareness than a revenue driver. **Barcode** — Hard to measure direct ROI, but members consider it a "must" for visibility if you want to get in front of all major grocers. One member noted it's "an important place to be" if you have solid relationships with multiple buyers already. Multiple small stands can be more cost-effective than one large one. Effectiveness depends heavily on pre-existing buyer relationships; without them, the value diminishes significantly. **Key caveats:** Without a bar stand, you're limited to sampling and bottle/case sales—which works for gifting/RTD but not for impulse consumption. Setup effort can be substantial relative to returns. Trade shows work best as part of a broader strategy if you have existing relationships to leverage.
What is the ROI and attendee behaviour at craft beer festivals, and are events like Savour Festival worth participating in?
Member experience with craft beer festivals is mixed, with significant caveats about attendee purchasing behaviour. **Key findings on attendee behaviour:** - Craft beer festival crowds are enthusiast-focused but not reliable repeat purchasers—attendees "love to try everything once but are never really repeat purchasers" - The demographic may be misaligned for non-beer brands; hard seltzers faced uncertainty about ROI at these events **Events members have participated in:** - **Brew LDN** — Members have direct experience and report willingness to share detailed feedback privately - **Tobacco Dock (August event)** — One member found the price "reasonable" given the ability to both sell drinks and bottles on-site - **Savour Festival (2024)** — A member indicated they would follow up with their team on whether involvement was worthwhile, but no conclusive feedback was provided at time of discussion **Caveats:** Members noted uncertainty about whether the cost justifies participation, particularly for brands outside the core craft beer category. The craft beer enthusiast audience is described as "tricky"—high trial but low loyalty. Geographic concentration (London-based events) may also limit broader market reach.
What should you know before exhibiting at BBC Good Food Show and other major trade shows—what sells, what's the ROI, and what are the logistics?
Trade show ROI varies significantly; several members reported mixed or poor returns. **BBC Good Food Show (Birmingham)** has worked well for some (profitable enough to justify the cost), but others found weak ROI due to high volumes of freebie-seekers and casual attendees rather than serious buyers. Members who exhibited reported that attendance by serious trade buyers drops significantly mid-October through Christmas as the industry focuses on Christmas trading. **What sells:** Members with Seedlip and Bounce! experience found success, though specific product recommendations weren't detailed in feedback shared. Hard seltzers and spirits were offered as samples. **Logistics and venue concerns:** - **Excel events** (including IDE—Industry Drinks Event) are frequently criticised for poor ROI relative to cost and notorious logistical disorganisation. Several members warned explicitly to "avoid" Excel events due to these issues. - Exhibiting typically requires samples for tastings, stand setup, and freight handling. **Forwarder contacts for inbound/outbound shipments:** - **Vidale Nordest** — used for Italy shipments, may work bidirectionally - **Alpi UK** — successfully used for Germany shipments - **Supply Chain 21** — Richard Jones (richard.jones@supplychain21.com) can assist with logistics - Avoid **Albatrans** (reportedly refusing Italy shipments) and **Hillebrand** (described as difficult to work with) **Caveat:** One exhibitor's 2019 experience was very negative; event quality and attendee composition appear highly variable. The consensus leans toward caution: unless you have a specific, targeted reason to exhibit, the cost often doesn't justify the outcome, especially at larger events like those at Excel.
Is paid magazine advertising effective for spirits brands?
Magazine advertising for spirits brands has **very limited ROI** and should not be relied upon to drive sales. The community consensus is clear: paid features in publications are expensive, unmeasurable, and deliver minimal commercial return. Key findings: - **Brand visibility only** — Magazine ads work as a prestige play ('as seen in GQ') rather than a sales driver. Members noted you might get a 'pretty good deal' but shouldn't expect any sales increase. - **Unmeasurable impact** — Unlike paid social or PPC, magazine advertising provides no trackable metrics or attribution. - **Never pay rate card** — If you do advertise, negotiate heavily; don't pay published rates. - **Better alternatives exist** — Members recommend spending the budget on **paid social or PPC** instead, where you can at least measure ROI and attribute conversions. **Bottom line:** Unless you have a specific brand-building goal (e.g., positioning in a premium tier) and accept there will be no measurable sales lift, members advise redirecting budget elsewhere.
What are the real costs and ROI of sponsoring or exhibiting at major UK festivals and events?
Festival and event sponsorships carry significant upfront costs with uncertain returns. Members report **sponsorship fees starting around £26k**, though the actual ROI depends heavily on your distribution strength and the event's audience fit. **Key findings from member experience:** - **National retail listings matter** — £26k sponsorships work best if you already have national distribution; without it, the investment is harder to justify - **Bar takings rarely accrue to sponsors** — even when you secure a bar presence, the venue typically controls the revenue and recharge fees can be substantial - **Negotiating down is expected** — members report that advertised prices are rarely paid; those who participate typically secure discounts. It's described as "a buyers market for events this year" - **Poor historical ROI** — one member supported a hard seltzer brand at a major festival a couple of years ago with minimal return; that brand (and many others) seem to rotate sponsors annually, suggesting sponsorship economics don't stack up for most - **Competition from established players** — major festivals often feature bars run by established names (e.g. celebrity-backed venues) that can serve late and dominate footfall, making it harder for sponsor brands to drive meaningful sales - **Pooled sponsorships could help** — members mused that if multiple Kindred members co-sponsored an event together, costs would be more affordable per participant **Caveats:** These costs and poor ROI appear specific to "big ticket" festivals. Members did not discuss ROI for smaller, more niche events or sponsorships with better audience alignment.
Is the Casual Dining Show worth exhibiting at, and what quality of leads should we expect?
The Casual Dining Show is inconsistent year-to-year and best approached as a lottery. **2019 was a strong year**, but **2021 was poor**, with one member reporting they secured only a single qualified lead (Hall and Woodhouse) from the entire show, despite significant effort. Most other leads generated did not convert. Members recommend treating it cautiously and not relying on it as a primary lead-generation channel unless you have evidence from recent years that the show demographics align with your target buyers.
What ROI and business outcomes should drinks producers expect from trade shows?
Trade show effectiveness varies significantly by event, company stage, and strategy. Rather than expecting immediate deal closure, successful members focus on sampling, brand awareness, and relationship-building as primary objectives. **Event-specific outcomes:** - **Trade Drinks Expo** — One member reported being "run off our feet all day" with "zero down time," indicating strong visitor traffic and engagement. - **Unnamed show (Shanky's Whip)** — Described as "not the busiest and probably not a good ROI" but valuable for making good industry contacts. **Recommended approach:** - Focus on product sampling and getting "liquid on lips" rather than closing deals at the event itself. One member estimated this strategy would yield 5–10 listings from conversations, with impact driven by word-of-mouth and brand awareness. - Use the show to build relationships with potential stockists and industry peers; formal orders often follow post-event. - Expect networking value beyond direct sales, particularly for younger or emerging brands. **Caveats:** - Shell scheme stands create a poor atmosphere and may indicate a lower-quality event; consider stand placement and event reputation carefully. - ROI depends heavily on the specific show and your target buyer base—not all trade shows are equally productive. - Budget for ongoing engagement (coffee, refreshments) throughout the day.
What is the right balance between in-house marketing staff and outsourced agencies, and what should we expect to pay?
Members suggest a hybrid model is most cost-effective: build a small in-house core and outsource the rest. **In-house marketing manager** roles run £40k–£65k depending on experience. A full outsourced growth agency team costs £75k+, but the community consensus favours a lighter structure: **Fractional CMO + a remote team of 2–3 junior marketers** managing a larger network of UGC creators paid on commission or product. **Agency selection and pricing:** - **Vertical Brands** (Aran) is recommended by members as delivering strong ROI - Avoid paying agencies a flat retainer; negotiate **per-hour or per-results pricing** instead - Members emphasise it's very difficult to find an agency worth the investment—consider owning your profit/growth centre in-house if possible **ROI expectations by tactic:** - **UGC and influencer partnerships** are controversial in the group; most doubt their impact unless executed at A-list level. Think of it as "scalable word of mouth" and distribution/social proof, especially valuable given alcohol advertising restrictions - **TV spots** (e.g. Sunday Brunch) have been the most noticeably impactful on digital and sales metrics for members - A-list celebrity partnerships command premium fees and often require equity involvement; otherwise creators simply launch their own brands **Core tactic:** Work with creators to leverage their audience and creativity, not just for content but for distribution and social proof. Commission-based or product-based payment structures allow you to scale without fixed costs.
Is advertising in drinks industry magazines a worthwhile marketing channel?
Based on member experience, **print advertising in drinks industry magazines has not delivered measurable ROI for those who tried it**. Members who invested in this channel reported zero uplift in sales or brand awareness as a result. The consensus suggests print magazine advertising is not a reliable or cost-effective marketing channel for drinks brands in this community.
Is it cost-effective for emerging drinks brands to exhibit at large consumer-facing food and beverage trade shows like Hampton Court Palace Food Festival?
Members' experience suggests that major consumer trade shows can struggle to generate ROI for emerging brands. The consensus is cautious, with most participants failing to recoup their investment. **Key findings from member experience:** - **Hampton Court Palace Food Festival** — members reported mixed-to-poor results. Exhibitor costs are £2,000 for 3 days (or £1,000 for small businesses), and several attendees reported not making back their costs. The fact that the event was not sold out suggests past traders are not rushing to re-book, indicating the organiser (Immediate Media) may be the primary beneficiary rather than exhibitors. - One member noted that poor advance sell-out rates for a Bank Holiday weekend event is a red flag for exhibitor performance - **Bottle sales only** — at least one member's model at such events was limited to direct bottle sales, suggesting limited opportunity for B2B discovery or wholesale orders **Caveats:** - The feedback is limited to one major show; other events may perform differently - ROI depends heavily on footfall quality and conversion, which these events may not deliver for emerging brands - Members' experiences were "a few years back," so current performance may differ For emerging brands with limited marketing budgets, members appear to view such events as high-risk with unproven returns.
What is the ROI and effectiveness of consumer alcohol trade shows and events for brand awareness and direct bottle sales?
Trade shows are primarily brand awareness plays rather than direct sales drivers, though they can be worthwhile depending on execution. Members' actual experience shows the ROI depends heavily on the type of consumer reached and whether the event includes broadcast or media coverage. **Key findings from member experience:** - **Junipalooza** — one member reported breaking even and gaining Saturday broadcast coverage on a major programme, which they marked as a significant win for 2022 brand visibility - Event effectiveness depends on **type of consumer attracted** and whether bottles actually sell at the event itself; members advise weighing consumer quality against direct sales volume before committing - Broadcast or media coverage (e.g. TV segments) can justify participation even if direct bottle sales are modest **Caveats:** Members acknowledge these events are "more about brand awareness" than ROI on inventory. Direct bottle sales alone may not justify the cost. The decision should factor in secondary benefits like media exposure, brand positioning with a specific consumer demographic, and long-term awareness lift rather than expecting strong same-event transaction ROI.
What ROI can alcohol brands realistically achieve from influencer and UGC marketing campaigns?
Members report mixed but generally positive results, though attribution remains challenging. The consensus is that influencer/UGC works best as **scalable word-of-mouth** that leverages creators' distribution and social proof—particularly valuable given alcohol advertising restrictions. Key recommendations: - **Work with creators on leverage and creativity**, not just content creation. The goal is to tap their audience and authentic voice, not just produce assets. - **Vertical Brands** — a recommended agency partner for influencer strategy. - **Brand Hackers** — mentioned as delivering strong results on tight budgets (example: Drink It In campaign). - Consider **in-house ownership** of the influencer profit centre rather than outsourcing to agencies. Members noted it's "very tough to find an agency that's worth their weight." - **A-list celebrity partnerships** can work but expect significant spend or equity involvement; otherwise creators often launch competing brands (examples given: Aviator, 818, Teremana, Proper 12). - One member reported influencer/UGC as "some of the best ROI I've ever done," though most acknowledged that traditional TV placement (e.g. Sunday Brunch) has been more noticeably impactful on digital and sales metrics. Caveats: Attribution is difficult; influencer ROI is easier to justify conceptually (distribution + social proof) than to measure directly. Consider it a medium-to-long-term brand and reach play rather than immediate conversion driver.
What is the actual ROI and cost-benefit of exhibiting at UK food and beverage festivals like Foodies Festivals or Big Feastival?
Festival ROI is highly dependent on your sales model and the festival format. Members' experience suggests: - **Foodies Festivals** — On-site consumption-focused events where bottle sales performed poorly for one member; better suited if your goal is sampling and brand awareness rather than direct retail sales - **Big Feastival** — Consider shared booth spaces with other brands to split costs and improve economics; members recommend getting direct feedback from previous participants before committing - **Key consideration:** Festival suitability hinges on whether you're optimising for on-site consumption (drinks sampling, events) or retail bottle sales. Members report that festivals designed primarily for consumption-on-site may not deliver strong ROI if your business model relies on direct product sales.
What are typical costs for promotional activity and marketing support at major UK supermarket retailers like Waitrose and Tesco, and how much do they actually impact sales velocity?
Supermarket marketing and promotional costs are significant but members report mixed ROI. Most agree that paid activity primarily benefits the retailer's P&L rather than driving meaningful sales uplift for brands. **Costs:** - **Waitrose magazine features** — approximately £6k per placement - General promotional activity (display, in-store activation beyond price discounting) described as "a lot" with no standard pricing given **Impact on sales velocity:** - **Magazine features** — Members report these generate awareness but don't meaningfully move the needle on sales - **Aisle-end displays and seasonal promo** — One member tested this at Tesco over Christmas and saw no uplift versus standard shelf placement with category promotion - **Shelf display presence** — Considered slightly more effective than magazine features because it puts product directly in front of consumers, though impact remains modest - **In-store activation** — Generates some awareness and helps retailer's P&L, but members sceptical of direct sales correlation **Strategic considerations:** - Members use a simple ROI formula: (Rate of Sale × Gross Profit) + A&P Budget = listing decision - Paid promotional activity can be useful defensively to "buy your way out of a scary range review" rather than to drive growth - This pattern applies to both large and challenger brands **Overall:** Members advise treating supermarket marketing as a cost of maintaining shelf space and retailer relationships rather than expecting direct sales acceleration. Results may vary significantly depending on category and seasonal timing.
Does paying for feature placement in major publications like The Guardian drive direct sales, or is it mainly valuable for brand credibility?
Paid feature placement in major publications is generally not an effective driver of direct sales. Members who have paid for placements report minimal sales impact and question the return on investment, particularly when competing for attention among many featured products in magazine inserts. The more valuable PR approach is securing **editorial inclusion** (free coverage earned through PR support), which members recommend prioritising if you have PR support in place. Paid placements are better viewed as a branding/credibility tactic—allowing you to claim "Featured in The Guardian" on your website and communications—rather than a direct sales lever. **Caveats:** Members noted uncertainty about how many readers actually engage with magazine insert sections and whether standing out among multiple featured products is realistic through paid placement alone.
Should we participate in festival chalets and market activations – are they profitable or primarily a marketing investment?
Festival chalets are typically viewed as marketing exercises rather than profit-generating events, though profitability depends heavily on distribution reach and audience relevance. **Cost structure:** Chalet participation at major festivals like Taste of London typically costs £3,000–£4,000 plus additional expenses (e.g. electricity at ~£1,000), meaning you need to generate £4,000+ in sales over the event to break even. **Revenue potential:** Members estimated realistic sales of around 100 cans/pints per day (roughly £500/day), which over a four-day event would generate £2,000—offsetting only half the costs. Breaking even is difficult unless you're running a high-margin or volume operation. **Attribution approach:** Rather than calculating ROI purely on direct sales, members recommend evaluating whether your target customers can access your brand again after the festival. If your distribution is wide enough that attendees can repurchase elsewhere, the event has brand-building value beyond immediate sales. If distribution is limited to the event location, treat it as a direct revenue calculation and expect a loss. **Bottom line:** Members who tried chalets didn't make money and classified them as valid marketing exercises rather than profit centres. The decision hinges on brand visibility goals and distribution strategy rather than expected sales alone.
What is the return on investment for running a bar or stand at Pub in the Park events?
Members' experiences with Pub in the Park events vary significantly by location. **Marlow was described as superb**, but most other venues have been reported as poor value. The core issue: attendees are primarily there to drink and eat the on-site offerings and listen to music, rather than seeking out new brands or producers. This limits footfall and engagement for stand operators, making ROI highly location-dependent. Members recommend evaluating each specific event's expected attendance, demographics, and drinking culture before committing, rather than assuming consistent returns across the season.
Should a local drinks brand participate in major food and drink trade fairs like Blenheim Palace, and what ROI factors should we consider?
Trade fair participation ROI depends heavily on geography and overhead costs. The key decision factor is whether the additional costs of accommodation, travel, and subsistence can be justified by expected sales and connections. **What members found:** - **Blenheim Palace Food Fair** — avoid unless you're locally based with minimal travel costs. Members advise against participating if you face significant accommodation and subsistence overheads, as these quickly erode any fair-related revenue. **Strategic consideration:** If you're operating from your local area already (e.g. London, Brighton, East Sussex), the fair becomes more viable since you avoid hotel and travel expenses. If you're further afield, the cost barrier is much higher and needs very strong pre-planned leads or retailer targets to justify attendance. **Note:** The discussion didn't contain detailed ROI calculations, lead conversion data, or cost breakdowns from other specific fairs members had tried. For rigorous planning, members should model: booth costs, travel/accommodation per team member, expected meetings/leads, and realistic conversion timelines.
What ROI and performance metrics should drinks brands expect from Amazon advertising and sponsored products?
Amazon advertising ROI varies significantly by category, competition, reviews, pricing and listing quality. One member in the skincare space (a comparable premium, branded category) reported **15–20% ACOS** (Advertising Cost of Sale) and **4.5 ROAS** (Return on Ad Spend), achieved with optimised keywords, imagery and listing quality. Members emphasise that success depends heavily on listing fundamentals: well-optimised keywords, strong imagery, competitive pricing, and existing reviews all influence performance. The consensus is that ROI is achievable but not automatic—strong foundational listing work is as important as ad spend itself. No specific data on drinks-category performance was shared, so benchmarks from other premium categories like skincare should be treated as indicative rather than typical for spirits or beverages.
What are the costs and realistic ROI for exhibiting at major food and drink trade shows?
Major UK trade shows typically break down as follows: **Stand costs:** - **9m² stand**: approximately £3,000 - **6m² stand**: approximately £2,000 **Total exhibition costs beyond the stand fee:** Members report total costs of £5,000+ for a 4-day show when accounting for: - Electrics and utilities - Logistics (stock transportation in/out, storage) - Staff (e.g. 4 people for 4 days) **Revenue and profitability:** - One member achieved £16,400 in sales across 4 days on a 6m² stand, selling out by midday Sunday - However, the same exhibitor ran at a loss of ~£2,000 after accounting for all costs and per-bottle profit margins (£4 net per bottle at £20 retail) - At typical margins, a 6m² stand generating strong footfall can move 800–1,000+ bottles **Alternative ROI metric:** Members emphasize that direct profit is often secondary to sampling reach. The above exhibitor achieved ~7,000 samples at approximately £0.30 per sample, which many consider excellent brand awareness value. Shows work best when the goal is building trial and market presence rather than immediate profitability.
What is the most cost-effective sales approach for premium spirits in on-trade versus off-trade channels?
Premium spirits require different sales strategies depending on channel maturity and brand stage. Early-stage brands often struggle to justify dedicated regional sales teams on ROI grounds, especially in on-trade where bar loyalty is weak and listings are short-lived. **On-trade (bars/restaurants):** - **Direct founder-led sales** — Members emphasize that founders win more business than hired salespeople because buyers value founder relationships and product knowledge. Consider hiring ops/finance staff instead so you can spend more time selling yourself. - **Small geographic focus early** — Hit a small area hard, build relationships through repeat visits and personal drinks with bar staff. Hire someone passionate and charismatic rather than an expensive salary hire; listing conversions take time and national accounts demand heavy rebates and listing fees. - **Hybrid distributor + small in-house team** — Partner with a good niche distributor who has existing on-trade networks and represents several high-quality brands. Keep your own payroll small and focus on making your brand the distributor's best performer. This reduces upfront investment while leveraging their relationships. **General considerations:** - **Regional teams struggle on 1-year ROI** — Members who've run regional and national teams note these rarely pay back in year one; they're longer-term investments and require feeding in larger national customers to make the economics work. - **Distributor vs. in-house trade-off** — Distributors reduce outlay and provide a "moment of truth" reality check on where your brand actually sits in the market (versus founder optimism). However, your brand becomes part of a portfolio and won't receive exclusive focus. - **Stage matters** — Early days demand geographic focus and relationship-building; scaling to national accounts requires commercial discipline, bigger salaries, and tolerance of expensive listing fees. **Caution:** Members warned that even strong salespeople struggle to justify ROI when bar margin matters more than loyalty, and that hiring sales teams can expose your brand to harsh trade scrutiny—sometimes revealing the brand isn't at the level founders believe.