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.
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 sponsoring a Taste of London stand worth the investment for a new brand launch, and what are the alternatives?
Members who have run bars at Taste London over multiple years rate it highly as a launch vehicle, especially for reaching a mix of trade buyers, foodies, and consumers. However, positioning is critical—the event attracts many brands and it's easy to get lost in the crowd. **Key findings:** - **Taste of London** — rated "always v successful" by members with bar placements (combo of buyers/foodies/customers & events scouting for new brands). The £1.5k stand cost mentioned is reasonable for this reach, but a bar placement is preferable to sampling-only if budget allows. - **Positioning matters** — with so many brands present, visibility and location within the event heavily influence success. Invest thought in booth placement/activation. - **Alternative events to consider** — Members also recommend **Pub in the Park**, **Hampton Court**, and **The big Feastival** as parallel sponsorship opportunities with similar audience quality. - **Sampling vs. bar placement** — Bars drove stronger results for existing members than sampling alone, suggesting if choosing between a stand-only or upgraded bar option, the latter may justify the extra cost. **Caveat:** Success depends heavily on how well you stand out and engage buyers. The event itself is proven; execution and positioning determine ROI.