Trade sales platform Sellar has launched a distribution arm to give margin back to brewers and to secure better prices for venues.
With industry margins under unprecedented pressure, Sellar Distribution brings the dependability of wholesale together with an asset-light approach that aims to eliminate inefficiencies.
“Margins are under attack,” said Julian Bourne, co-founder and chief executive of Sellar. “We’ve already lost some of our favourite brewers, and if things don’t change, we’ll lose more.
“Traditional distributors take margin from every order. Sellar doesn’t. With Sellar Distribution we can deliver the distributor experience, without being a distributor.”
Unlike traditional distributors who buy and hold stock, Sellar’s model is designed around:
- Unlimited range, no stock risk. Any product can be listed, without holding inventory, giving venues access to a full breadth of seasonal releases, limited runs, and local favourites.
- Real-time availability, just-in-time fulfilment. Stock only moves from a brewery once it’s sold, then routed and delivered when it’s needed. That means fresher beer and no guesswork.
- Transparency and relationships. Bbrewers keep sight of where their beer is going, while venues connect directly with the people who make it. Without the layer of sales teams in the middle, both sides get a more genuine, lower-cost connection.
- More efficient logistics. A leaner model with lower costs. And because Sellar monetises through its software, distribution can be delivered at cost — something legacy players can’t offer.
To execute this vision, Sellar has brought in some of the most experienced operators in UK drinks logistics. They include Chris Mair, founder of New Wave Distribution, and Alec Kendrick, formerly director of operations at James Clay & Sons. Together, they bring decades of experience running some of the most respected names in craft drinks distribution.
The first step will be a pilot of Sellar Distribution in one location, launching later this year. From there, the ambition is to expand the model across the UK in 2026.
“If you’d like to help shape the future of drinks distribution, you can be among the first to get involved via our website,” added Bourne.
