Choosing the Next Brand

Hi Everyone,

Over the past few months, we’ve had a few new imported additions to the Maverick Drinks portfolio and I thought I’d take a moment to outline some of the thinking that goes into curating our range.

First and foremost, we’re looking for craft spirits that meet our definition of “craft”.

Beyond that, there’s a number of other factors we look at:

  • Portfolio fit: Do this brand’s products conflict with products that are already in our portfolio? Can they happily co-exist or, better yet, compliment the products we currently distribute? We already have pretty wide range, but our goal is to be able to offer a complete portfolio of craft spirits.
  • Commercial fit: Is the brand priced appropriately such that both we and our partners in the UK can make money? Do the brand owners understand that we’re not a “sell it cheap, sell lots of it” type of business? 
  • Market fit: Is there actually a market for their products here in the UK? What is the size of the opportunity? 
  • Cultural fit: Are they disruptive in their own right? Challenging the status quo? Are they our kind of people? Would we want to have a beer with them? Ultimately, we’re going to have to work with them, so we’d better like them.
  • Existing route to market: Are their products already available in the UK? Ideally, they’ll be selling through someone we don’t yet work with and by bringing on the brand, we're bringing on new partners in the UK too.
  • Brand growth: How fast are they growing as a business? We’re a rocketship and we want to work with other people growing just as fast.
  • Commitment: How much time and effort are they willing to put into making the UK a success? Will they put an Ambassador on the ground? The more help they can provide, the faster the brand is likely to grow.

That’s by no means an exhaustive list, but it covers most of the important bits. At the end of the day, it's all about the people and we're looking for brands made up of people who are as passionate as we are. 

If you've read this far and you're looking for distribution in the UK, feel free to drop us a line: and we'd be happy to discuss.


Michael Vachon