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 drinks sales agencies specialize in sales-focused services rather than full distribution?
Members recommend several sales agencies that focus on sales representation rather than full distribution services: - **Amber Beverage** — recommended by members - **ESL** — recommended as a sales agency option - **E2M** — recommended by members - **TT Liquor** — members have contacts available; inquire within the group - **Nightcap Brands** — described as highly effective, with high recommendations from multiple members. One member noted they work with Nightcap's team and reported significant improvements to on-trade performance and exciting off-trade listings in the pipeline Members praised Nightcap Brands particularly for transforming on-trade presence and generating new distribution opportunities.
How should founders measure return on investment from trade show participation?
Track ROI by setting clear objectives beforehand and measuring concrete outputs. Members recommend defining success upfront—e.g. number of samples distributed, new on-trade listings won, face-to-face meetings with key buyers, or direct sales revenue—then calculating cost per unit (cost per sample, cost per customer meeting, cost per sale). This allows you to weigh the opportunity cost of a £10k trade show spend against alternatives like hiring a full-time sales rep. **Direct pallet sales** are the clearest ROI metric. Export-focused shows like **ProWein Düsseldorf** and **BCB (British Craft Beer)** are favoured because orders are immediate and measurable—no grey area. Members noted that **UK trade shows** (after the first attendance) tend to deliver brand awareness and liquid-to-lips sampling for the on-trade, but ROI becomes harder to quantify; revisiting is only worth it if you have genuinely new products to show. **Imbibe** has been cited as effective for pallet sales. Members also flagged **NRB** as valuable for export-focused participation. Caveats: ROI from UK domestic shows has declined in recent years, especially on repeat visits. On-trade wholesaler channels create data gaps that make measurement less clear-cut compared to direct export sales.
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.