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 most effective distribution channels and strategies for getting spirits into hotels?
Hotel distribution requires patience and relationship-building rather than reliance on purchased data. Members recommend a targeted approach focusing on boutique and smaller hotel groups rather than large chains, which have longer decision cycles. **Key strategies:** - **Boutique and independent hotels** — easier to approach than major chains; offer faster decision-making and partnership opportunities - **Mini-bar positioning** — mentioned as a specific opportunity if you have the right pack format (smaller bottles) - **Case studies and differentiation** — build social proof to encourage hotels to move away from standard offerings rather than competing on commodity products - **LinkedIn outreach** — useful for lead generation and initial contact, though members note it doesn't replace deeper relationship-building and industry knowledge exchange - **Trade shows** (Hotel Restaurant & Catering show mentioned) — can generate leads but note that contacts turn over quickly, particularly post-pandemic; worth attending but don't rely solely on aged contact lists **Caveats:** - Purchased sector databases are available but members warn that contact information becomes outdated rapidly, reducing ROI - Direct data purchasing may waste budget; relationship-building and case studies appear more effective - Major hotel chains require a longer sales process; smaller groups are more accessible for emerging brands Members actively share knowledge and leads on this topic—reaching out to the community directly is encouraged.
Can you sell alcohol directly through Instagram or Facebook Shop, and what are the platform restrictions?
**Direct alcohol sales through Facebook and Instagram Shop are not permitted.** Meta's platforms prohibit alcohol products from being listed in native shop catalogues, even if you've completed their alcohol advertising compliance course. However, members report a workaround: - **Facebook/Instagram ads with external links** — You can run alcohol ads on both platforms, but only if they link to your own website rather than a native shop. You'll need to complete Meta's educational compliance course on alcohol advertising to access this capability. - **Product tagging to external site** — Members have successfully used product tags that direct users to their website, sidestepping the shop restriction. **Important caveats:** Even with proper setup, members reported that Meta platforms "randomly" remove or ban alcohol products with little explanation. One member noted their 'Live Shop' on Facebook was allegedly set up but invisible on their actual page. Another warned of repeated unexplained removals despite compliance. Facebook's enforcement appears inconsistent and poorly documented. If you need a managed setup, members suggest hiring external help rather than attempting DIY configuration.
Are gin club subscriptions and memberships a worthwhile sales and marketing channel for gin brands?
Members view gin club subscriptions as a **marketing activity rather than a direct sales channel**—the returns tend to be modest and favour the gin club operator over the brand. Key insights from the community: - **Brand awareness play, not revenue driver** — gin clubs can build some awareness but at low profitability for the brand. The fundamental challenge is customer intent: subscribers are typically looking to "try something different each month" rather than hunting for their next regular gin brand, making conversion to repeat purchase difficult. - **Consumer and club-owner focused economics** — members found them "very unprofitable," with margins benefiting the subscription club operator far more than the gin producer. **Bottom line:** Treat gin clubs as a brand-building tactic for early-stage awareness, not a core sales channel. Expect low ROI on direct sales unless your goal is purely experimental distribution and reaching novelty-seeking consumers who won't become loyal repeat buyers.