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.
How can UK alcohol brands legally use TikTok for marketing within UK promotion restrictions?
UK alcohol promotion rules prohibit direct advertising and promotion (including discount codes and calls-to-buy), but members have found ways to build brand awareness on TikTok by focusing on content that entertains, educates, or tells the brand story rather than pushing alcohol sales. **Key approaches members use:** - **Behind-the-scenes content** — Members report this format sits comfortably within regulations - **Educational and cocktail content** — Making cocktails and sharing information about the brand/business rather than promoting drinking - **Brand storytelling and entertainment** — Showing what your business is about, the people behind it, and entertaining content that builds awareness without directing viewers to purchase - **Pimentae** — Cited as a strong example of developing a brand on TikTok without heavy spending; members recommend reviewing their approach for inspiration - **Unexpected, differentiated creative** — One member achieved 2M+ views (5M across a series) with unconventional content: Ab Fab-style look-alikes on a pedalo, positioned as a "not celebrity endorsed" campaign. This approach worked precisely because it felt different from typical alcohol marketing and helped avoid algorithmic restrictions - **Trending formats adapted to your brand** — Rather than copying what others do, adapt trending formats in ways that align with your brand story or humour, which can help with algorithm reach **Caveats:** The line between "building awareness" and "promotion" is subjective. Members describe the distinction as no direct calls-to-buy, no discount codes, and no direction to purchase channels. Consider working with a creative agency familiar with alcohol social media to refine your approach.
What are the UK regulatory restrictions on importing mezcal and 100% agave tequila in bulk?
UK import rules for agave spirits are restrictive and require careful navigation. Here's what members learned: **Key restrictions:** - **100% agave tequila** — cannot currently be imported in bulk to the UK; this regulatory barrier has blocked several member attempts - **Mixto tequila** (not 100% agave) — *technically* importable, but requires a **CRT-approved rebottling site**, and members report there are no such approved sites currently operating in the UK, making the route impractical - **Mezcal** — members believe import in bulk is not permitted, though details are sparse - **Arquitecto** (100% agave tequila) — attempted import without using the phrase "100% agave" but ran into regulatory trouble and had to recall product; they were considering a name change to relaunch **Practical workaround being explored:** - **EcoSpirits** / **Zdenek Kastanek** (zdenek.kastanek@proofandcompany.com) — they have found ways to work with tequila imports and distribute via **Mangrove** in the UK; members suggest contacting them to discuss mezcal possibilities, though success is uncertain **Caveat:** Members note this landscape is complex and fast-changing. Several attempted projects were abandoned or delayed due to regulatory hurdles. If pursuing bulk spirit imports, specialist consultation is essential.
What are the key differences between UK and EU labelling regulations for alcohol products?
The UK and EU have broadly similar labelling rules for alcohol, but there are several important differences to be aware of: **Units and tax stamps:** - The EU does not require units to be displayed on labels, whereas the UK does - The UK requires a tax/duty stamp on labels; the EU generally does not (with exceptions including Italy) - If exporting from the UK to the EU with a UK label that includes a tax stamp, you must place a sticker over the duty stamp to comply - From 1 May onwards, there is no issue with obliterating the duty stamp when exporting from the UK **Practical approach:** Members recommend checking with your distributor or legal advisor about the specific requirements for your target EU markets, as rules can vary by country (e.g. Italy has its own tax stamp requirements). The similarity of most rules means a single label design can often work across both markets with minor modifications like the sticker solution for duty stamps.
Can you create a single back-of-bottle label that complies with both US and UK regulations?
No—members confirm this is not feasible. The US and UK have significantly different back-of-pack (BOP) requirements, and even some front-of-pack (FOP) differences. The US requires a Surgeon General warning, whilst both countries require importer/distributor information with different specifications. Space constraints make a compliant dual-market label impractical, and this applies across all product categories including non-alcoholic drinks. Members recommend treating US and UK labels as separate SKUs rather than attempting to combine them.