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 is the right balance between in-house marketing staff and outsourced agencies, and what should we expect to pay?
Members suggest a hybrid model is most cost-effective: build a small in-house core and outsource the rest. **In-house marketing manager** roles run £40k–£65k depending on experience. A full outsourced growth agency team costs £75k+, but the community consensus favours a lighter structure: **Fractional CMO + a remote team of 2–3 junior marketers** managing a larger network of UGC creators paid on commission or product. **Agency selection and pricing:** - **Vertical Brands** (Aran) is recommended by members as delivering strong ROI - Avoid paying agencies a flat retainer; negotiate **per-hour or per-results pricing** instead - Members emphasise it's very difficult to find an agency worth the investment—consider owning your profit/growth centre in-house if possible **ROI expectations by tactic:** - **UGC and influencer partnerships** are controversial in the group; most doubt their impact unless executed at A-list level. Think of it as "scalable word of mouth" and distribution/social proof, especially valuable given alcohol advertising restrictions - **TV spots** (e.g. Sunday Brunch) have been the most noticeably impactful on digital and sales metrics for members - A-list celebrity partnerships command premium fees and often require equity involvement; otherwise creators simply launch their own brands **Core tactic:** Work with creators to leverage their audience and creativity, not just for content but for distribution and social proof. Commission-based or product-based payment structures allow you to scale without fixed costs.
What ROI can alcohol brands realistically achieve from influencer and UGC marketing campaigns?
Members report mixed but generally positive results, though attribution remains challenging. The consensus is that influencer/UGC works best as **scalable word-of-mouth** that leverages creators' distribution and social proof—particularly valuable given alcohol advertising restrictions. Key recommendations: - **Work with creators on leverage and creativity**, not just content creation. The goal is to tap their audience and authentic voice, not just produce assets. - **Vertical Brands** — a recommended agency partner for influencer strategy. - **Brand Hackers** — mentioned as delivering strong results on tight budgets (example: Drink It In campaign). - Consider **in-house ownership** of the influencer profit centre rather than outsourcing to agencies. Members noted it's "very tough to find an agency that's worth their weight." - **A-list celebrity partnerships** can work but expect significant spend or equity involvement; otherwise creators often launch competing brands (examples given: Aviator, 818, Teremana, Proper 12). - One member reported influencer/UGC as "some of the best ROI I've ever done," though most acknowledged that traditional TV placement (e.g. Sunday Brunch) has been more noticeably impactful on digital and sales metrics. Caveats: Attribution is difficult; influencer ROI is easier to justify conceptually (distribution + social proof) than to measure directly. Consider it a medium-to-long-term brand and reach play rather than immediate conversion driver.