Choosing a drinks supplier is one of those decisions that feels simple at first, until it is not.
Many venue owners only realise they made the wrong choice when things start to go wrong, missed deliveries, stock issues, last-minute panics before a busy night, or no one answering the phone when they need help.
A supplier is not just someone who drops off boxes. They become part of your daily operation, your customer experience, and even your peace of mind. That is why this decision should be made carefully, with the long term in mind.
In this guide, We will walk you through the real factors that matter when choosing a drinks supplier. Not just price, but reliability, service, range, systems, and long-term fit.
Start with Your Venue’s Real Needs
Before comparing suppliers, you need to be clear about what your venue actually needs. There is no universal best supplier. What works for a cocktail bar might not work for a neighbourhood pub or a late-night venue.
Think about the type of venue you run. Are you a food-led restaurant, a drinks-led bar, a high-volume pub, or a late-night spot? Each of these has different pressures and ordering patterns.
Consider your weekly rhythm. Some venues have steady trade every day, while others rely heavily on weekends or events. Your supplier must be able to support your busiest moments without disruption.
Your product mix also matters. A beer-led venue has different needs from a cocktail bar or a wine-focused restaurant. Storage space is another key factor. If you cannot hold much stock, you need a supplier that can deliver reliably and frequently.
When you understand your own operation, it becomes much easier to spot a supplier that truly fits.
Reliability Matters More Than You Think
Reliability is often underestimated, yet it is one of the most important factors of all.
Late or missed deliveries can mean sold-out items, disappointed customers, and stressed staff. Incorrect orders create more work for your team and can ruin service on busy nights.
A reliable supplier delivers on time, consistently, and accurately. They communicate clearly when something changes. They take responsibility when mistakes happen and fix them quickly.
You should also think about what happens when things go wrong. Can you reach someone easily? Do they respond quickly? Do they treat your problem as urgent or as just another ticket?
Reliability protects your reputation. When customers trust your menu, your bar, and your availability, that trust comes from a stable supply chain behind the scenes.
Range, Availability, and Stock Depth
A strong product range is not about having endless options. It is about having the right options when you need them.
Your supplier should carry your core lines consistently, without frequent gaps or substitutions. They should also be able to source new products when trends change or when you want to refresh your offering.
Seasonal shifts matter too. Summer, Christmas, sporting seasons, and special events all bring different demand. A good supplier understands these cycles and prepares for them.
Availability is just as important as variety. If a supplier lists a product but rarely has it in stock, that does not help your operation. You need depth, not just a long catalogue.
Pricing, Looking Beyond the Headline Number
Price matters, but it should never be the only factor.
The cheapest unit price does not always mean the lowest real cost. Delivery charges, minimum order values, rigid terms, and poor service can all create hidden costs.
You should also consider price stability. Constant changes make planning difficult. Predictable pricing helps you manage your menus and your cash flow with confidence.
Promotions can be helpful, but they should not be the main reason you choose a supplier. Long-term value comes from consistency, support, and reliability.
The goal is not to find the cheapest supplier. It is to find the one that gives you the best overall value for your operation.
Service and Support, the Hidden Differentiator
Service is what separates a good supplier from a frustrating one.
Do you have a real person you can contact, or do you always have to explain your situation from scratch? Does your supplier understand hospitality pressures, or do they treat you like a generic account?
Strong support becomes crucial during busy periods, menu changes, or unexpected issues. When you need help, speed and understanding matter.
A good supplier does not just process orders. They help you solve problems. They suggest alternatives when stock is tight. They work with you, not against you.
Technology, Ordering, and Admin Experience
Ordering should be simple, fast, and clear.
Some suppliers still rely heavily on phone calls and emails. Others offer online platforms that make reordering easy and show live availability and pricing.
The key question is not how advanced their system is, but how usable it is. Can your staff place orders easily? Can you see what is coming and when? Are invoices clear and easy to understand?
When admin is smooth, your team can focus on service rather than chasing paperwork.
Scalability and Long-Term Fit
Owner’s Tip
You should not choose a supplier only for today. Think about where your venue might be in a year or two.
Will they be able to support you if your volume increases? What if you open another site? Can they keep the same level of service as you grow?
A good supplier grows with you. They do not become a bottleneck.
Long-term fit also means shared expectations. If you value communication, consistency, and support, your supplier should reflect those values.
Red Flags to Watch Out For
Some warning signs appear early, but they are easy to ignore.
If deliveries are already inconsistent, that usually does not improve later. If communication is slow before you even start, it often gets worse.
Frequent out-of-stock issues, unclear pricing, and lack of accountability should never be brushed off.
Pay attention to how a supplier behaves during onboarding. That is usually their best version of themselves.
How a Good Supplier Becomes a Business Partner
The best suppliers do more than deliver stock.
They understand your rhythms, your busy periods, and your priorities. They help you plan ahead instead of reacting at the last minute.
They build trust over time by doing what they say they will do, again and again.
When that happens, your supplier stops feeling like an external company and starts feeling like part of your operation.
Where Champers Fits into This Picture
At Champers, we believe a supplier should be a long-term partner, not just a wholesaler.
Our focus is on reliability, consistent stock, and service that understands the reality of running a hospitality venue in London. We work closely with independent venues, supporting them through busy periods, seasonal changes, and everyday challenges.
We aim to make ordering simple, deliveries dependable, and support easy to access. The goal is not just to supply drinks, but to make your operation smoother and more predictable.
Let’s bring it all together with a simple summary:
Choosing the right drinks supplier is not a quick decision. It is an operational choice that affects your staff, your service, and your customers.
Price matters, but it is only one piece of the puzzle. Reliability, range, service, systems, and long-term fit are what truly protect your business.
If you are reviewing your current supplier, use this guide as a checklist. Ask yourself whether they are helping you run your venue better, or making things harder than they should be.
The right supplier should feel like part of your team, not another problem to manage.
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