Sellar, the online drinks distribution platform, has formally announced the launch of its physical distribution operation.
The company is operating a pilot that has been running quietly since December, and already has over 30 suppliers signed up.
The supplier lineup includes some of the most respected names in UK and European craft beer. Scottish producers Jumpship, Otherworld, Two Towns Down and Fierce Beer are joined by acclaimed names from further afield including The Kernel, Cloudwater, Track, Basqueland, Garage and many more, all now available through a single Sellar delivery.
For buyers in Edinburgh, Glasgow, Newcastle and as far north as Dundee, the proposition is straightforward: order from any Sellar distribution supplier, receive one consolidated delivery, at direct-from-supplier pricing. More choice, one drop, no premium.
The decision to build a distribution arm was driven by a clear gap in what the market was delivering. Courier solutions served a purpose, but they couldn’t provide the level of service, reliability or value that Sellar’s producers and buyers deserved. Physical distribution, done properly, changes that.
Matt Pritchard, one of Sellar’s founders and COO said: “Up to now we’ve deliberately steered clear of physical logistics, feeling we could have a positive impact on the industry without the need to enter that arena. As we’ve grown it’s become clear that to optimise our service, it is unsustainable to rely solely on third parties. We have to do this ourselves, and do it properly”
The operation is led by Alec Kendrick and Chris Mair. Alec joins as MD following his tenure as Operations Director at James Clay & Sons, one of the UK’s foremost specialist drinks distributors. Chris was the founder of New Wave Beers.
Alec is enthused by the project “We are excited to be delivering Sellar Distribution working at the kind of pace that is not the norm in logistics, in order to roll out our planned hubs. That urgency is driven by our customers wanting to be part of our new collaborative route to market. The Edinburgh hub is exceeding initial expectations with Manchester coming online by the end of April”
Edinburgh and the Central Belt are the first of several planned hubs. Manchester is confirmed as the next location, with premises under discussion in Leeds, Bristol, and Nottingham – reflecting Sellar’s ambition to build a national physical distribution network rooted in the independent drinks trade.
