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 deliver the best ROI for drinks brands: ProWein, Sial, Anuga, Berlin Cocktails, and Foodies Festivals?
ProWein has proven productive for members—one member noted strong returns from Seven Tails. Berlin Cocktails (BCB) is worth attending for meetings and networking with international distributors, but opinions on exhibiting vary: one member has maintained a stand since 2018 with great returns, while others found it overpriced, disorganised, and difficult to stand out alone. The show is most valuable for year-round partner reviews, meeting new distributors across multiple countries, and accessing industry networking events—less valuable if pursuing German domestic distribution. A collaborative Kindred stand was suggested as a way to solve visibility issues and create buzz. Foodies Festivals received consistently negative feedback on ROI. Members described them as expensive to exhibit at with no guaranteed footfall, attracting crowds primarily interested in free samples rather than brand engagement. One member lost money at Bristol Foodies (2023) but profited at Exeter thanks to higher-spending attendees and good weather. The consensus is to be highly selective, negotiate pitch fees aggressively, and avoid unless you can secure a discounted late-minute spot or identify a specific festival with proven higher-quality footfall in your category.
Which Pub in the Park artisan market locations are worth exhibiting at, and what should brands expect in terms of ROI and costs?
Members report highly variable results depending on location and booth positioning. Marlow, Wimbledon, and Tunbridge Wells have been profitable for some, though Marlow's performance can fluctuate year-to-year. St Albans is noted as 'good for alcohol'. Chiswick has strong foot traffic but a less effective layout. Location within the event is critical—a poor spot can make the difference between profit and loss, even at otherwise promising venues. Members strongly recommend negotiating hard on booth fees, as these events are expensive to exhibit at. The artisan market itself is considered less valuable than 'proper pitches' at the same events. Avoid Foodies events (Brighton cited as weak; also noted as more expensive than Pub in the Park and problematic operationally). Wimbledon and Dulwich have both delivered good results for at least one exhibitor.
What is the ROI and effectiveness of attending major drinks trade shows like Taste of London, Spirit of Christmas, and Barcode—especially without a dedicated bar stand?
Trade shows deliver mixed returns depending on your product type, the show's audience composition, and how well you activate. Here's what members have learned: **Taste of London** — A consumer-focused event, not primarily a trade play. Members report a good mix of trade and consumers, but ROI varies widely depending on activation quality. The summer event draws fewer trade/press benefits than expected; the winter event performs better for bottle sales (gifting purchases). RTD brands selling for on-site consumption do reasonable volumes, but cans don't move well—people attend to consume, not take inventory home. One member found the winter event "slightly better than summer for people buying bottles for gifting." **Spirit of Christmas** — Expect heavy sampling and mixed results from participating brands. One member reported "some great, some dogs." Cost can be shared effectively with complementary brands (e.g., pairing with another category to split stand costs). No members reported strong revenue gains; it's better positioned as brand awareness than a revenue driver. **Barcode** — Hard to measure direct ROI, but members consider it a "must" for visibility if you want to get in front of all major grocers. One member noted it's "an important place to be" if you have solid relationships with multiple buyers already. Multiple small stands can be more cost-effective than one large one. Effectiveness depends heavily on pre-existing buyer relationships; without them, the value diminishes significantly. **Key caveats:** Without a bar stand, you're limited to sampling and bottle/case sales—which works for gifting/RTD but not for impulse consumption. Setup effort can be substantial relative to returns. Trade shows work best as part of a broader strategy if you have existing relationships to leverage.
What are members' experiences with major UK trade shows and spirits festivals, and which events do they recommend?
Members have participated in a range of trade shows and festivals with mixed results. Here's what the community has experienced: **Taste of London** — Multiple members have exhibited here with non-alcoholic brands (Seedlip, Aecorn, Della Vite). Members recommend connecting directly with others who've attended for detailed feedback on ROI and footfall. **Gin and rum festivals** — Members report these are "great" and worth doing repeatedly. Expect strong footfall: one member noted they "get hit hard" and typically take around £1,500 in a day. Stock plenty of samples. **BBC Gardeners' World Shows** — One member reported "good footfall and slightly different/new audience but arguably not worth the cost" for their brand. Results appear product-dependent. **VinExpo** — Described as "very good" and "the first big show of the year" with a spirits focus. Exhibiting members have stands available and offer open networking to other Kindred members. **Gulfoods (Dubai)** — At least one member has attended and can make introductions to their exhibition team. **BCB Berlin** — Recommended by members who have exhibited there multiple times. **Important caveat:** Members explored the idea of a collective Kindred trade show to reduce individual booth costs, but decided against it after learning the logistics and costs involved. The consensus is that professional event organisers (with years of experience) handle these for good reason, and booth fees reflect genuine operational costs, not exploitation.
What should you know before exhibiting at BBC Good Food Show and other major trade shows—what sells, what's the ROI, and what are the logistics?
Trade show ROI varies significantly; several members reported mixed or poor returns. **BBC Good Food Show (Birmingham)** has worked well for some (profitable enough to justify the cost), but others found weak ROI due to high volumes of freebie-seekers and casual attendees rather than serious buyers. Members who exhibited reported that attendance by serious trade buyers drops significantly mid-October through Christmas as the industry focuses on Christmas trading. **What sells:** Members with Seedlip and Bounce! experience found success, though specific product recommendations weren't detailed in feedback shared. Hard seltzers and spirits were offered as samples. **Logistics and venue concerns:** - **Excel events** (including IDE—Industry Drinks Event) are frequently criticised for poor ROI relative to cost and notorious logistical disorganisation. Several members warned explicitly to "avoid" Excel events due to these issues. - Exhibiting typically requires samples for tastings, stand setup, and freight handling. **Forwarder contacts for inbound/outbound shipments:** - **Vidale Nordest** — used for Italy shipments, may work bidirectionally - **Alpi UK** — successfully used for Germany shipments - **Supply Chain 21** — Richard Jones (richard.jones@supplychain21.com) can assist with logistics - Avoid **Albatrans** (reportedly refusing Italy shipments) and **Hillebrand** (described as difficult to work with) **Caveat:** One exhibitor's 2019 experience was very negative; event quality and attendee composition appear highly variable. The consensus leans toward caution: unless you have a specific, targeted reason to exhibit, the cost often doesn't justify the outcome, especially at larger events like those at Excel.
What are the best trade shows for breaking into travel retail distribution?
Travel retail trade shows are highly competitive and membership-gated, so entry and ROI are challenging. **TFWA Cannes** — The main player in the space, but typically requires you to already have duty-free presence to secure a stand. Getting a stand is "incredibly hard"; most smaller brands without existing distribution attend unofficially and conduct meetings at cafés along the seafront instead. **Casual Dining Show** — Members reported mixed results. 2019 was strong; 2021 was described as "pretty awful." One member managed to secure Hall and Woodhouse as a lead (their first and only qualified lead from the show), suggesting the rest were time-wasters. Consensus: "a bit of a lottery like most trade shows." **Caveats:** Travel retail shows are notoriously difficult for smaller brands to break into. Unless you already have duty-free distribution, expect to work the perimeter rather than secure formal exhibitor space. Lead quality can be poor, so budget accordingly and don't rely on a single show for channel entry.
Is the Casual Dining Show worth exhibiting at, and what quality of leads should we expect?
The Casual Dining Show is inconsistent year-to-year and best approached as a lottery. **2019 was a strong year**, but **2021 was poor**, with one member reporting they secured only a single qualified lead (Hall and Woodhouse) from the entire show, despite significant effort. Most other leads generated did not convert. Members recommend treating it cautiously and not relying on it as a primary lead-generation channel unless you have evidence from recent years that the show demographics align with your target buyers.
What is the quality and effectiveness of exhibiting at major UK trade shows like the Ideal Home Show, Eat and Drink Festival Christmas, and the Casual Dining Show at ExCel?
Members have mixed experiences with UK trade shows, with some finding value but others warning about footfall and positioning issues. **Ideal Home Show / Eat and Drink Festival Christmas:** - Described as "absolutely massive" - Requires significant sample preparation — be prepared to give out a lot of samples - At least one member found it worthwhile enough to exhibit again the following year **Casual Dining Show (ExCel London):** - **Low footfall** compared to other shows at the same venue - Significantly less busy than the **Lunch section** of ExCel events - **Poor booth positioning** is a risk — members reported being positioned between machinery and irrelevant product categories (e.g. veggie meat suppliers), reducing quality of visitor engagement - Members recommend prioritising the Lunch show section instead if exhibiting at ExCel **General caveat:** Several members flagged bad press around trade shows at ExCel more broadly. The Casual Dining Show in particular appears to attract lower-quality footfall for drinks brands.
What are the key practices for exhibiting successfully at BBC Good Food Show, including sampling volumes and merchandise strategy?
Members report that BBC Good Food Show exhibitions can pay for themselves if executed well, with sampling being the critical driver of foot traffic and sales. **Sampling volumes:** - Bring **at least 3,000 sample cups** for a standard 3×2m stand. This volume is considered necessary to sustain traffic across the show duration. **Merchandise:** - **Gift boxes** are recommended as a strong sell-through item at the show. Members emphasise that the sampling investment is substantial but justified by the conversion opportunity—the key is ensuring you have sufficient product to meet demand rather than running out mid-show.
Is ProWein worth attending as a UK drinks producer, and what should we expect from the experience?
Yes, ProWein is worth attending. Members describe it as "the big one" and emphasise its value for meeting international distributors and getting noticed in the market. Members' experience: - **International distributor meetings** — the primary draw; members report it's worth attending specifically for this networking opportunity. - **Exhibiting with peers** — several members attended with co-exhibitors (e.g. exhibiting alongside other brands on shared or nearby stands) to share costs and drive traffic. - **PR value** — attending and exhibiting generates coverage and brand visibility in the trade press. Caveats: The discussion doesn't detail specific costs, stand fees, lead conversion rates, or practical logistics. Members confirm attendance but offer limited detail on ROI or typical visitor volume.
What are the typical costs and ROI for pitching at Brooklyn Craft Brands trade event?
Members who have attended Brooklyn Craft Brands report positive returns, particularly in the emerging brands section. **Costs:** - **Base pitch fee:** $3,350 - **Booth upgrade:** approximately $600 additional **ROI and feedback:** - The emerging brands section was described as "defo worth the money" by a member who attended for the first time last year - Members recommend reaching out directly to contacts at the event organisers (such as Laura Williams at RX Global: laura.williams@rxglobal.com) for current pricing and package details - **Booker Wholesale login** access may be helpful for checking real-time pricing and availability Members suggest DM-ing attendees who have pitched previously for detailed feedback on whether the cost justified the business connections and sales generated, as ROI appears to vary by brand positioning and objectives.
Which trade shows should a premium drinks producer prioritise for reaching food-led pub buyers?
Trade shows are typically slow-burn lead generators rather than immediate sales drivers, but can build valuable awareness and contacts in the target market. **Key recommendation:** - **Northern Restaurant and Bar Show (NRB)** — endorsed by members as the strongest choice for this segment. The 2025 show is adding a dedicated Lunch element for the first time, which aligns well with pubs focused on Sunday lunch occasions and guest experience. **Strategic approach:** - Consider prioritising trade shows run by your existing RTM (route-to-market) partners. Members with suppliers like Venus, Amathus, Dayla and Hills Prospect noted this approach is more focused for 2025. - Potential for collaboration with complementary spirit brands at shows (e.g., gin and vodka producers for Bloody Mary/cocktail positioning). **Caveats:** - Expect shows to generate awareness and contacts over time rather than immediate orders from the booth. - Members recommend treating trade show participation as part of a longer-term customer development strategy.
What are the realistic revenue prospects for participating in industry pub and trade events?
Revenue from pub and trade events is inconsistent and depends heavily on event selection and format. Members report a **feast or famine** pattern when simply selling bottles, making it difficult to turn a profit unless you commit significant budget to running a full bar operation. **Tom Kerridge Pub in the Park** (specifically the Marlow location) was highlighted as one of the few events worth considering, though even then cash flow can be unpredictable. Events like **Brew LDN** are attended primarily for brand visibility and networking rather than direct revenue generation—members use them as opportunities to connect with other industry founders and host post-event social gatherings rather than rely on bar sales. The value appears to be more in relationship-building and brand presence than immediate financial return.
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.
What is the cost-benefit of exhibiting at major trade shows like BCB, and what should we know about category restrictions for RTD products?
BCB (London edition) is new territory with no established ROI data yet from the community. Members flag that RTD product categories face exhibitor restrictions that can significantly impact costs. **Key considerations:** - **Category restrictions on RTDs** — Members report being barred from the Local Heroes stand if RTD products are part of the portfolio, forcing a move to more expensive booth options (One Brand tier mentioned as "considerable extra cost"). This is a hard constraint to budget for. - **Potential workaround** — One member suggested featuring a non-RTD product alongside RTDs may help navigate category restrictions, though they note the policy is "mad." - **No historical benchmark** — BCB London is the first edition, so there is no community feedback yet on actual contact quality, deal flow, or ROI to compare against booth spend. **Caveat:** Members emphasise this is untested ground for the London show. Budget for category-driven cost increases, but expect to gather your own ROI data rather than relying on precedent.
What's the best approach to exhibiting at Berlin Beer & Beverage Convention (BCB Berlin)?
Members who have exhibited at BCB Berlin emphasise that success depends heavily on your budget and goals. The main halls are dominated by large brands requiring significant spend to stand out, but quieter halls can still generate decent leads at a lower cost. **Stand placement and strategy:** - **Main halls** — populated by major brands; requires substantial investment to gain visibility - **Quieter halls** — members report generating decent leads whilst keeping stand costs lower - **Co-exhibiting with distributors** — one member successfully piggybacked on their German distributor's stand, which worked well for both parties and is worth exploring if you have local partners **Key takeaway:** Choose your hall based on budget and visibility tolerance rather than assuming a premium hall is necessary. A smaller, quieter hall can still deliver leads without the expense of competing in high-traffic areas.
What are the practical limits on product sampling at UK trade shows and industry events, and how much stock should be planned?
Members report that the regulatory limit for spirit samples is **maximum 5ml per serve**, though enforcement appears minimal in practice. On actual stock consumption at events, experience varies widely depending on format and duration. **Sampling volumes reported:** - **1500 samples** at a major event (edited from original estimate, suggesting this is a realistic mid-range figure) - **~4200 people sampled** across 2 days from a single SKU, calculated at approximately 5ml serves from a 70cl bottle (allowing for multiple tastes per person) - **30 bottles across 2 days** for a single SKU as another data point **Key tactical insight:** - Serving chilled samples (one member used a chiller at minus 15°C) was noted as working well and likely affects how much people consume - Multiple people trying a sample multiple times should be factored in when planning stock - No hard enforcement of the 5ml limit was observed by members, but this remains the stated regulatory maximum **Note:** The wide range in stock consumption suggests the event format, serving method, duration, and number of attendees are critical variables. Members recommend starting with conservative stock estimates and adjusting based on footfall.
How should I handle a trade show contract dispute where the organizer postponed the event and is refusing to honour my cancellation rights, claiming they no longer apply to the new date?
This is a contract interpretation dispute where the organizer's position conflicts with the plain language of your agreement. The member's contract stated cancellation rights apply if notice is given "more than 6 months prior to the event"—without qualification to the original date—yet the organizer is claiming the cancellation deadline was tied to the original event date and has already passed, even though the rescheduled event is 11 months away. **Recommended approach:** - **Obtain a solicitor's letter** — Request a formal demand letter from a solicitor to the event organizer, citing the contract's explicit language and your position that postponement does not extinguish cancellation rights defined by the new event date. This often prompts payment without litigation. - **Review the full contract carefully** — Look for any clauses addressing force majeure, postponement, or cancellation rights in relation to date changes. The organizer's interpretation may lack contractual support. - **Document your position in writing** — Send a formal email to the organizer referencing the specific contract clause and your interpretation before escalating to legal action. **Caveats:** - The cost and time of pursuing a solicitor's letter or legal action should be weighed against the refund amount at stake. - Litigation outcomes depend on how the contract is ultimately interpreted by a court, though the member's reading of the plain language appeared straightforward.