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 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.
Which logistics providers can reliably ship pallets and samples to Europe, particularly for trade shows and regular distribution?
Members have successfully used several providers for European logistics. For pallet shipments to Germany and general European distribution, **Wineflow**, **Jaguar Freight Services** (jagugs.com), and **Albatrans** in Glasgow are recommended options. For specific contacts, **KMB Shipping** (Paul Hull, +44 7711 808775, paul.hull@kmbshippingco.uk) has been mentioned as a resource. For sample shipments to Europe, members typically use: - **Hillebrand** (contact: diana.estelanecochea@hillebrandgori.com) — used for shipments to Dubai and other international destinations; quoted around £100 for 2x 70cl bottles - **DHL** — members maintain accounts for all international sample distribution; noted as the standard used by most distilleries - **UPS** — used for sample delivery routes into Italy For cost-effective shipping to European trade shows (e.g. Prowein), members suggest exploring shipment consolidation with other Kindreds to split costs. **Hillebrand** appears well-suited for this given their quoted pricing. **Note:** Members advised checking with providers directly on current capacity; Supply Chain 21 declined some requests, so availability varies.
Is it worth exhibiting at specialty food trade shows like Speciality Fine Food and Trade Only Tasting?
Members have found specialty food trade shows can deliver solid ROI, though suitability depends on brand type and attendee quality. **Speciality Fine Food** — One member reported positive results: high footfall, reasonable spend (3×2 shell scheme with printed boards, no hidden costs), and successful meetings with independent accounts, retailers, and wholesalers. They committed to exhibiting again. However, another member noted that gin brands made up ~15% of exhibitors, which dilutes relevance for spirits brands not in that category. **Trade Only Tasting** — Described as a newer event. Members have exhibited but expressed caution about whether the event attracts the right buyer profile to justify the cost; one member wanted to "see if they can get the right people through the door." No detailed performance data shared yet. **Key considerations:** Footfall volume alone doesn't guarantee value—check the mix of exhibitors and attendee types beforehand. A shell scheme with basic printed boards proved cost-effective. Members recommend treating event participation as relationship-building rather than expecting immediate sales.
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 are the key logistics, customs, and tax considerations for attending international spirits trade shows?
Members emphasise that customs clearance and local tax payment at international trade shows require proactive coordination and cannot be assumed to be handled by couriers. **Customs and tax procedures:** - Expect local customs officials to visit your stand, particularly in EU countries (Germany experienced this in Hamburg). Do not assume the courier has already settled local tax obligations. - Check directly with your courier (e.g. **DHL**) on their customs clearance process and whether they will handle local tax payment on your behalf. - Be prepared to pay local taxes yourself if officials visit your stand, even if you've arranged courier transport. **For shipping samples to the US:** Members shared an unofficial approach used by some distributors (though this carries risk): - Send from an individual, not your company, using personal contact details and a residential pick-up address rather than a company location. - Use **FedEx Next-Day Priority Service** and complete the process entirely online. - Label contents vaguely (e.g. "packaging and label samples") and declare a very low item value to customs. - Do not include any documents inside or affixed to the parcel. **Caveat:** This informal method bypasses standard trade channels and regulatory transparency; members did not explicitly endorse it as compliant, only noted it as what "some distributors recommend." Formal routes via licensed distributors are the proper approach. **Visa and stock planning:** One member offered direct one-to-one advice on visa requirements and stock quantities for major shows (e.g. WSWA). Contact established members who've attended the specific show you're considering.
What are the rules for serving and selling gin at Junipalooza, and what should exhibitors expect?
Junipalooza allows exhibitors to serve gin neat and as G&Ts, plus bottle sales on stand and in their retail store. However, **no cocktails** are permitted. Sampling is tightly controlled — exhibitors are limited to pouring **no more than a couple of millilitres per person**. The event typically hosts over 200 expressions, and most visitors want to try as many as possible, so sampling portions are kept minimal to manage stock. Members note that **Junipalooza is primarily a marketing opportunity rather than a profit-driving event**, so exhibitors should manage expectations around direct sales revenue. Bottle sales on the day and in-store placement are the main commercial benefits.
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.
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.
What are the typical costs for exhibiting at drinks industry trade shows, and what are the practical logistics (glassware hire, sampling permissions)?
Trade show stand rental typically costs around **£390 ex VAT per square metre**, though members didn't establish whether this is competitive or standard across the sector—it may be worth comparing quotes across shows. **Sampling and selling:** Members discussed whether you can serve/sell drinks at the stand, but the excerpts don't clarify the actual rules; this varies by event and venue, so confirm with the show organiser. **Glassware hire options** (London-based and wider): - **Hey Bartender** — members recommend for glassware hire; contact Haps Dhand for details - **Arnold Walker** (https://arnoldwalker.co.uk) — used by members - **A-Z Reliant** — recommended - **Casablanca Hire** — recommended - **Jones Hire** (https://joneshire.co.uk/front/section.php?id=1linen/) — offers linen and event hire - **Rayners** (https://rayners.co.uk/glassware/) — glassware specialist No specific pricing was shared in the discussion. The excerpts don't detail customised wooden gift boxes suppliers, despite a member asking—check back if that was answered elsewhere.
What should we expect from exhibiting at Berlin Cocktail Club and how can we maximize ROI?
Berlin Cocktail Club (BCB) is a large professional trade show with genuine buyer interest and market-opening opportunities, though logistics and venue logistics require attention. **What members experienced:** - **Market opportunities**: Multiple members reported opening 3+ new markets from a single BCB exhibition, though opportunities required follow-up (credit checks, confirmations). - **Scale**: The show approximately doubled in size year-on-year, with serious buyers actively seeking new brands and willing to explore the venue to find them. - **Logistics challenges**: Do **not use DHL** for shipping stock to the show; also be aware that **customs may confiscate stock** that hasn't been properly cleared in advance, so coordinate clearance before the event. - **Venue considerations**: The current venue lacks the charm of the previous railway station location, but doesn't prevent business outcomes. **Booth placement matters**—downstairs booths can be missed by casual visitors, though serious buyers will search them out. - **Networking value**: The show provides genuine opportunities to meet other UK drinks founders and industry peers. **Caveats**: Expect to do significant legwork beyond the stand itself to convert opportunities into confirmed orders. Customs delays are a real risk; plan clearance logistics early.
Is Trade Drinks Expo at ExCel London worth attending for alcohol brands?
Members' consensus is strongly negative. The general view is that most trade-related expos at ExCel are not worth the investment. Members described them as part of an 'industry within themselves by events companies to make money' rather than genuinely valuable networking or sales opportunities. One member summarised the feedback from attendees as 'awful', and the group agreed that 'the most are bollocks'. While members acknowledged there may be 'one or two notable industry exceptions', Trade Drinks Expo specifically did not receive any endorsements from those who had direct experience or knowledge of it.
What stand size should a small drinks brand choose for Imbibe trade show to balance cost and functionality?
Members overwhelmingly advised that Imbibe may not be worth the investment for small portfolios, with 9 votes against attending versus 4 supporting a **2m x 3m stand**. For those proceeding: - **1.5m x 2m** — fits two staff comfortably and works for a handful of brands, but space becomes tight if covering multiple brands or expecting busy periods. One member reported being 2–3 people deep during the show and found discussing multiple brands difficult in this footprint. - **2m x 3m** — the most popular option among those willing to exhibit (4 votes). Provides more flexibility for multiple brands and staff rotation. - **3m x 3m** — received no votes; likely considered too large/expensive for small portfolios. **Key caveat:** The dominant finding is that Imbibe may not deliver ROI for early-stage or small-portfolio brands. Members suggested evaluating whether the show's audience justifies the stand cost, setup, and staff time before committing.
How much stock should you send to specialty food trade shows like BBC Good Food, and what sales figures can realistically be expected?
Members who have worked specialty food shows report modest but variable sales. Historical context is important: returns vary significantly year-on-year and depend on show size and busyness. **Revenue expectations:** - **RTD/ready-to-drink products**: historically £3–5k in sales per show, though members note these figures are from busier years (2019) and may not reflect current conditions. - Spirits reportedly outperformed other categories at these events. **Tactics to improve sales:** - **Show special pricing / promotional pricing**: Members emphasised this as "definitely" worth considering—offering a show-exclusive deal or discount can drive footfall and conversion. **Caveats:** Members cautioned that pre-pandemic figures may not be reliable guides. The shows have been quieter in recent years, so stock levels should be conservative and adjusted based on your own product category and recent show performance. Consider starting with lower inventory if it's your first time or if attendance has declined.
What are the licensing requirements for serving alcohol at trade shows and events like BCB?
You need to obtain an alcohol serving licence for trade shows and events, even if you're only handing out small samples. Members report that local authorities are actively checking compliance. - **Local authority licensing** — Required for serving alcohol at events like trade shows; check with your local authority for specific requirements and fees. Members have paid around €160 for event licences at major trade shows like BCB. - **Exemption threshold** — Only very small serves (samples) may be exempt, but confirmation with your local authority is essential before assuming an exemption applies.
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.
How many samples should I prepare for the Imbibe trade show?
Members recommend preparing **a couple of thousand samples** for Imbibe. One key operational tip: don't leave any bottles within reach of visitors after 3pm, as attendee consumption and behavior becomes harder to manage later in the day. Plan your cup and mixer quantities accordingly to support this volume across the full show duration.
Where can you get wall covers and display solutions for trade show shells with fast turnaround?
Members have sourced wall covers on short notice with good results. The recommended supplier is **Image Corporate** (www.image-corporate.com), which has delivered quality solutions with fast turnaround — at least one member secured covers with just 24 hours' notice at competitive pricing.
Is the Farmshop & Deli Show at the NEC worth exhibiting at for product placement and buyer meetings?
Members who have exhibited at the Farmshop & Deli Show at the NEC report it as a worthwhile investment for meeting key retail buyers. One member exhibited pre-Covid (2019) and secured a Co-op listing as a direct result. The show is described as "very good" by multiple members who have attended. Members recommend clarifying with the organisers whether to book the self-serve or standard exhibition package, as this will affect your booth setup and support level.