Selling craft beer, cider and spirits

The craft drinks market is highly competitive with local and international brands vying for shelf space and customer attention. Success depends on a clear, unique selling point, effective distribution and compliance with alcohol sales laws.

See how to start a craft brewery, cidery or distillery.

Sales channels for craft beer, cider and spirits

You can sell craft beer, cider and spirits through several routes. Each has advantages and challenges around margins, volume, reputation and logistics. You can sell:

• directly to consumers - eg at a tap room or in your own restaurant or brewpub.
• online - sell directly to consumers through a website
• through retailers - sell your product to off-licences and supermarkets, who will in turn sell to consumers
• through hospitality businesses - sell to restaurants, pubs and hotels, who will then sell to consumers
• through a wholesaler - who will sell to retailers and hospitality businesses, who will then sell to consumers

There are pros and cons to each sales channel. Selling directly will result in the highest profit margins. Selling through a supermarket chain could help you sell a high volume. Working with acclaimed local restaurants can enhance your reputation. It is important that your business has the necessary skills to negotiate the sales process and work with the businesses you supply to.

Many local craft alcohol producers see great success by exporting their products and entering overseas markets.

Licensing to sell

You must hold the right licence to sell alcohol legally:

• Local producer's licence: Allows off-sales from your premises and limited sales from other premises. You must apply via County Court and display conditions of sale prominently.
• On-sales permissions: Via suitability order for taprooms or tastings on your site. Sampling limits apply during tours or events.
• Wholesale or other supply: Register under Alcohol Wholesaler Registration Scheme (AWRS) if supplying other businesses for resale.
• Off-trade supply: No licence is needed to supply retailers or hospitality if you don't sell direct to public, but duty and food business rules apply.

From 1 January 2026, the enforceable Responsible Retailing Code NI applies to all licensed premises, covering responsible sales and promotions.

Always check the current rules for selling alcohol.

Promoting your product

As a luxury product, a strong brand is vital to promoting craft beer, cider and spirits. There are many marketing tactics you could consider, including:

• promoting craft alcohol products through advertising
• using content marketing and social media to communicate your brand to your target audience
• running, sponsoring and taking part in farmers' markets, fairs and tastings to raise your profile
• getting people to notice your brand through public relations (PR) activities, such as winning awards and new product launches

Alcohol advertising must not target under-18s or promote irresponsible drinking. 

Food tourism opportunities for sales

Craft alcohol products are an important part of Northern Ireland's food and drink tourism offering. You can leverage food tourism opportunities by offering visitor experiences (such as tours, tastings and classes), taking part in trails linking producers, pubs and eateries, and collaborating with local restaurants and hotels, as well as Tourism Northern Ireland.