UK Food & Drink Success Stories: How a Drinks Brand Secured a Listing Just 48 Hours After Pitching at The Bread & Jam Drinks Summit

Some pitches take months to turn into deals, but every now and then, a brand smashes it out of the park. That’s exactly what happened when Appeal World ACV pitched to Dry Drinker at The Drinks Summit last October, they nailed it and secured a listing in just 48 hours! We caught up with both the buyer and the brand to find out how it all went down and what we can all learn from their success.

Buyer Perspective: Dry Drinker

How did the pitch go with Appeal World ACV?

It was really good - they came well prepared with products and a paper pitch deck, but we asked them to chat through the story of the brand, which was very personal to the founder and connected well with us. The products are also delicious, and we all loved them. They stood out because of both of these elements.

What aspects of the product resonated most with you during the pitch?

We know that ACV is a growing segment, and we have been looking to increase our range of ACV drinks, so this came at the perfect time. The fact it was also in an RTD format made it appealing.

What’s the biggest thing you look for during a pitch with a brand? Is it all about the product, the numbers or the vibe with the founder?

The product is the first hurdle—if it doesn't taste and look great, we don't really consider the other elements. After that, the numbers need to stack up. Founder stories are a great bonus, but our customers care most about taste and range.

You listed Appeal World ACV in just 48 hours! Is that typical for Dry Drinker, or was this a standout decision?

This wasn't typical because we don't always get to try the product and hear the whole pitch in one go and for all team members to try it at once. But we are a small team and we can move quickly, so we didn't need to wait.

How does the process usually work for bringing on new brands?

Brands either approach us or we look for brands that fill gaps in our range. The first step is to try the products, and then we talk commercials and support for the listing. A good relationship and responsiveness are really important here.

In your view, what does a successful partnership with a brand look like?

Support from both sides is key and the understanding that we are a pretty small business too, and we need to both succeed for it to work. So we love brands that support the listing through their own communication channels. Social media launches and giveaways are very popular. We also showcase new brands on our website, and our ‘New In’ emails are the most popular with our customer base—they are always seeking new products.

Any advice for brands who want to nail a pitch?

Be prepared—bring a great product and get it opened ASAP, don't wait for us to ask. ‘Sips on lips’ is the best way to pitch yourself. Don't bring a computer presentation and walk us through it—we will look at the screen then, not at you. Just chat through your story—your passion is the strongest pitch.

Brand Perspective: Appeal World ACV

Tell us about ACV—how did it all start?

Salka Rayne deep-dived into glucose knowledge and embarked on an empowering journey, taking control of her wellbeing. She had been experiencing chronic fatigue, low mood, cravings, and brain fog. She discovered that the common thread was glucose! Learning how to stabilise her glucose levels became a game-changer.

One of the glucose hacks she fell in love with was the apple cider vinegar (ACV) hack. She loved how it made her feel but not so much the taste. It’s a shame that a healthy choice is often a boring one. So the idea came to make the ACV hack delicious! A soft drink with benefits—no sugar, all organic, with flavours that boost health. Salka and her partner co-founded Appeal World ACV, stabilising energy with a passion for organic and no-sugar products.

Why do you think your pitch at the Bread & Jam Festival was successful? Any tips for others hoping to pitch?

Keeping it simple—clean label with a clear purpose helped us. A hole in the market allowed us to build credentials and fill it. Keeping the product all organic and with no sugars. But above all, they’ve got to love the taste.

Did you have a formal presentation, or was it more like a chat?

I would say it was formal. We presented our three flavours. They got to taste all of them. We spoke about our ethos and the function of our drinks. It was a lovely meeting.

Can you remember the exact moment when the buyer got really excited? What did you say?

It was when they tasted it. I had a good feeling when they held the cans. I could tell they were interested and keen to try it. They liked the fact that it wasn’t too sweet and that the taste was sophisticated and refreshing. As soon as they tried them all, it was a big relief that we were on the right track. It’s such an amazing feeling when you have created something yourself because you like it, and other people get excited about it too—it’s very cool.

You got listed within 48 hours! Did you have any logistical hurdles to overcome, or was it all straightforward?

It was pretty straightforward. They had a very clear onboarding plan, and we actioned it straight away.

What do you think made your pitching application stand out?

I think they got excited because it was something they hadn’t seen before.

Any other nuggets of wisdom/advice to share with drinks brands starting out?

Find where your brand is unique. Trust your gut!

The story of Appeal World ACV’s rapid listing at Dry Drinker is a testament to the power of great products, authentic storytelling and well-prepared pitches. For brands looking to land their next big listing the advice is clear: be passionate, let your product speak for itself and trust in your uniqueness.