Homeland News
by Andrew Catchpole
Published: 01 November 2023
New drinks agency Drinks One has launched an e-commerce arm targeting both on-trade and consumers as part of its disruptive strategy to allow brands to bypass the traditional middleman.
In a move to “address the challenges that drinks brands, especially smaller ones, face when entering the UK”, the self-styled “next generation” company is offering brands a way to avoid discounts from importers and distributors, and also allows those brands to set their own prices.
The brainchild of beverage industry veterans james Shelburne, david proctor, Mike Bevan and Nick Worthington (pictured, LR)With over 80 years' experience in the spirits, beer and wine sectors, Drinks One launched in April 2023 as a 'distribution incubator' for new-to-market brands.
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As part of that incubator service, the agency provides advisory services to brands as they grow, with the new e-commerce arm complementing what it describes as a complete solutions service.
“Drinks One is looking to disrupt the status quo of beverage industry distribution by modernizing traditional processes, empowering everyone from producer to bartenders to consumer in the process. Our founding team was brought together through mutual understanding,” the trio said in a joint statement. “The industry needs to be upgraded to meet modern requirements.”
“By simplifying distribution channels with effective technology-based solutions, we are essentially creating a win-win solution and are able to introduce some of the most exciting and innovative new brands to the world.”
As such, the company joins a small but growing number of companies that have sought to avoid the middleman, protecting the profit margin for producers, while seeking to offer a good deal to the retailer and/or consumer.
Drinks One has already begun the role with quarterly live trade events planned, with a show during London Cocktail Week in mid-October at Heart of Shoreditch, with further London events planned for April and October 2024, as well as a Manchester show in June.
Drinks One's current brands include the likes of Heavensake (the clue is in the name), Ocean beer, Yaguara cachaça, Equiano rums, Neurita Tequila, Why Not Sodas and spirits from the Balearic Islands.
