The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
Event sponsorships and free stock donations are often a cash burn with minimal ROI unless they meet specific strategic criteria. **When to do events:** - **Own-branded events** — Higher cost but create a controlled branded experience; most effective once you have distribution in place and can afford PR support. Requires your own team front-of-house and the right audience (PR, influencers, trade). - **Existing relationships** — Only sponsor events where you already have a relationship or there's a clear path to ongoing business (e.g., partnering with a strong existing account that's bought from you before, which can lead to bigger orders than a new listing). - **Smaller, targeted events** — Better than large generic events; focus on audience fit rather than just visibility. - **Only where you're already stocked** — Several members have a firm policy: don't sponsor or donate stock anywhere you're not currently stocked. This ensures visibility translates to immediate sales potential. - **Partial pricing** — Some members offer stock at half price rather than free, reducing loss while still supporting the event. **Why most sponsorships fail:** - Event organisers' goal is guest experience and their own profit, not brand visibility. A few social media photos or programme mentions deliver almost nothing. - Small brands rarely have the budget for sustained marketing impact needed to make sponsorship ROI work. - Stock donations in gift bags (especially miniatures) don't drive meaningful awareness. **Key test:** Members use the "fuck yes or no" principle—if it's not an enthusiastic yes, decline it. Ask: does this add to overall vision and/or bottom line? If the answer is unclear, pull the plug.