With decades of experience in the food and drinks industry across multiple continents, immaculate® team member David certainly knows a thing or two about what it takes to launch and grow a successful drinks brand. As part of the founding team behind immaculate®, David’s insights have helped shape not just the product, but the strategy behind its growth. Here, we distil some of his top tips for any drinks entrepreneur looking to make their mark.

Think Sales First

“You can have the best product in the world - but no sales, no business.” It’s a blunt truth that too many founders learn too late. David’s advice is clear: from day one, and every day after, focus on how you will sell. Be marketing-led, but sales-driven. Understand your routes to market, talk (and listen!) to potential customers early and often and refine your pitch as much as your product.

Build Your Network

The drinks industry runs on relationships. Whether it’s securing a distributor, getting bar placements, or being featured in trade press - who you know really does matter. Start networking now. Attend events, join groups, and most importantly, offer value back.

Get a Mentor

There’s no substitute for learning from someone who’s already walked the path. There are no mistakes in business that someone else hasn’t already made – learn from the wise! A mentor can help you avoid common pitfalls, fast-track decision-making and stay focused and resilient during the ups and downs of start-up life.

Share of Wallet, Not Just Shelf

David constantly reminds us at immaculate® that the competition isn’t just other alcohol-free brands, or even alcohol drinks - it’s everything else customers can spend their money on. “We’re competing for what cash someone has left once they’ve paid for everything else – their mortgage, bills, food, holidays, clothes.” That’s why positioning and pricing matter - and yes, it’s back to sales – sell, sell, sell!

Value the Trade Press

Sure, your social media and website is important for visibility, awareness, sharing information and community-building. But the niche trade press in your industry? Hugely influential and hugely beneficial. It's where decision-makers in bars, restaurants and retail are paying attention. Get to know the key publications early and start sharing your story.

It Will Take Twice As Long and Cost Twice As Much

David’s rule of thumb: whatever your estimates are for time and money - double them (this is immaculate® CEO Lynne Cadenhead's mantra too!). Growth isn’t linear, and start-up life comes with surprises. Being mentally and financially prepared for them makes a huge difference – hope for the best and plan for the worst.

Build a Team…Then Sell All the Time

No one can build a brand solo. No one. Surround yourself with people who believe in the mission, and who bring skills that complement yours. Seek out people who are better than you in their specialist area. And once the team is in place? Guess what? It’s all about sales. Every conversation, every pitch, every post, every opportunity – it all adds up, perhaps slowly at first and then with gathering momentum.

David’s practical, grounded advice has helped shape the immaculate® brand – not just as a product, but as a growing force in the alcohol-free movement. His wisdom is a reminder that behind every great drink is a smart, strategic, relentless focus on execution…and sales!