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 are the key differences between getting listed on Ocado versus Waitrose, and what should I expect in terms of volume, costs, and online competition?
**Volume:** Ocado typically delivers around 1/10th the volume of Waitrose at full distribution, making Waitrose the significantly larger opportunity for most brands. **Joint Business Plans (JBPs):** Both retailers require JBPs for at least the first few months of stocking. These outline your investment in marketing support, PR, and social media activity, and cover promotional spend and margin maintenance. **Online Competition:** Both retailers bid on your brand terms in Google search auctions, which can drive up your PPC costs. This is particularly worth monitoring if you're primarily D2C—retailers like Ocado, Waitrose, and others (including Holland & Barrett, NOTHS) may compete with you for branded keywords, with the competitive landscape changing weekly. Members report this varies in impact; some haven't noticed significant problems while others track weekly changes in auction participation. **Caveats:** The discussion suggests online bidding behaviour is inconsistent and worth monitoring directly via PPC reports rather than assuming it will be a major issue. Specific discount structures and "pay-to-play" costs weren't detailed in the community feedback.
What profit-on-return percentage do major UK retailers like Waitrose expect for premium spirits?
Waitrose expects **30% POR (Profit on Return)** for premium spirits. This is the baseline expectation members have confirmed with the retailer. No additional negotiation tactics or alternatives were discussed in the community thread.