The Drinks Trust interview Stuart Coleman

Hi Stuart, thank you for taking part in today’s interview, can you tell us a little bit about yourself?

Stuart: My name is Stuart Coleman, and I am the Co-founder of a non-alcoholic drinks brand called HAELU which are non-alcoholic mood enhancing cocktails. I have been running that business for 3 and half years now, with the assistance of two other co-founders. We set up the business in lockdown, and now it’s won some awards, got some good listings, we’re about to go national, with a national listing in Holland and Barret. I am now also working on The DRINK IT IN Festival, putting together a new festival for the UK drinks calendar.

Can you explain a bit more about DRINK IT IN Festival?

Stuart: The DRINK IT IN Festival was a concept formulated out of a WhatsApp group that I am a part of. A couple of guys, the founders of Duppy Share, set up the group, made of like-minded people who are there to help each other/brands in the industry. About 3 and half months ago, people were posting about events in the UK drinks calendar and there was a bit of disillusionment in the types of events that are out there. There are absolutely some really great ones out there, but there was feedback with events where people felt as though they didn’t get as much value out of it and their voice wasn’t heard. Prior to HAELU, I had an events company, and I saw this disillusioned that people felt as a need that needed to be met in the UK drinks events market. I wanted to do something for the brands, so they have more of a voice, can see the value, and we’ll make it an interesting experience, both for consumers and brands. We’re also doing a trade day, so brands can have high quality conversations with buyers, investors, journalists and importers/exporters.

How did you come up with the concept for DRINK IT IN Festival?

Stuart: The idea began through the WhatsApp group, with people feeling disillusioned with the events. The ethos for the consumer day (7th September), is to stimulate people’s senses, it’s much more than a drinks event. I thought of the idea of drinking it in. You can drink in a sight, you can drink in a smell, you can drink in sounds. All your senses can drink something in! Our goal is to bring in amazing street foods and snacks (Peckham Levels is a great venue for foodies!). We’re  also in the process of finding  some new up and coming bands and DJs to create a great atmosphere. I’m close to signing up so very cool contemporary artists to exhibit their stuff and we’ll have some immersive art experiences for the kids. It’s all those senses, there’s art, drinking, food, music, with the end goal to stimulate senses and have people smiling and laughing and having fun. Included in the consumer day as well, each person can go round and taste all the drinks, before they buy, to see if they like it.

It sounds like an all-round great festival. What inspired you to create a festival like DRINK IT IN?

Stuart: I love doing events, I’ve never done a festival, and I love going to festivals, and I love that whole live music experience, and again I really love hosting events.

The festival is split into 2 days; can you expand a bit as to why you have chosen a B2B day and a B2C day?

Stuart: It was learning by putting the idea out there. I spoke to a few different people who signed up early, and initially we were going to do it on the Saturday and Sunday, but they said to move it to Friday and Saturday to accommodate for people in the trade. For brands, it was important that we made the trade day a success. Friday totally focusses on the trade, while Saturday is for the consumer, with each day offering different perks. The Saturday is more of a festival vibe, but on the Friday, it is a bit more professional where we’ll have Q&A panel sessions, which are very interactive, interesting and engaging.

That sounds great that you guys are trying to make the panel sessions very engaging. What are the main goals to DRINK IT IN Festival?

Stuart: We really want to focus on the experience of everyone attending, so we really want to focus on the value each customer can have from attending the festival. So, on trade day, having very interesting and engaging panel discussions. Buyers will be able to have the opportunity to come and visit 40+ brands, they can speak to loads of people, sample things, with new and exciting brands in the industry. The consumer day, stimulating the senses, they’ll be able to try all drinks available and sample them, hear some music, see some art, try some new food, really allowing them to drink it all in. And then for the brands there, finding value for them, so value in speaking to a new customer base and then getting in front of consumers, having them try their product. Brands will be able to get some fun content on the day to promote their products, quotes and stuff to include in their marketing.

What do you envision for the future of DRINK IT IN Festival?

Stuart: The first thing to focus on (and that I’m spending every waking hour working on!)  is making this year a success. It’s pretty crazy how much there is to do, and the days are ticking down fast! There are loads of things we can do in the future. We can repeat it in other cities, maybe do a Christmas festival. We don’t want it just to be London centric, we really want to get everyone involved. Going to other cities, to Manchester, Glasglow, Bristol, Brighton, so many great cities with their own identities and thriving social scenes.

What can people expect from DRINK IT IN Festival?

Stuart: We’re just trying to do something different; we want it to be a nice, relaxed space for everyone, even with the trade day not being super corporate. I’d like it to have good energy, with a backdrop of music. So still professional but less corporate than some of the other drinks events I’ve been to. You get to try some drinks you’d never have the opportunity to try elsewhere, you can meet the people who make them, get involved with the panels. Then on Saturday it is all about ensuring everyone who comes, consumers, brands and the team working have a great time and leave with good memories and smiles on their faces!

You have chosen to generously donate to The Drinks Trust, thank you for your support, can you explain a little to our audience about how their attendance will make a difference to the lives of many people?

Stuart: I think there is a wider point to make first, the festival is about connecting people and, creating new memorable experiences. On a personal level, I get the most satisfaction when I’m doing something that helps people. That’s important to me. So, whilst DRINK IT IN is about creating a great experience for everyone, it’s also about giving something back. We’re supporting The Drinks Trust and Equal Measures, with each charity getting 1% of revenue from ticket and drink sales. We’re also working with a company called Goal 17, who work with kids and adults from disadvantaged backgrounds. We’ll be bringing in some of the young adults and giving them the opportunity to have paid work so they have something to put on their CV and network. That’s the bigger picture. In terms of The Drinks Trust, first hand I know how stressful working in hospitality can be as I worked in it for 10 years.  Especially in the UK the pay isn’t that great. It can be tough, especially at the moment with the economy and lack of support out there. I really love what The Drinks Trust does, providing support for people struggling in our industry.

That is amazing Stuart and thank you so much for your support. We really appreciate it. It was great talking to you today, Stuart. Thank you for taking the time.