Sellar Launches New Credit Solution to Support Craft Drinks Industry
Sellar is set to introduce a new credit product—Sellar Credit—designed to streamline cash flow and support the growing needs of the craft drinks sector. Launching in March 2025, Sellar Credit aims to offer craft breweries and drinks producers a reliable way to get paid on time, every time, while giving their customers up to 60-day payment terms.
Craft breweries and drinks producers often face the challenge of delayed payments, affecting cash flow and overall business operations. Sellar Credit addresses this by guaranteeing on-time payments to producers upon dispatch, while trade customers receive a single, consolidated invoice with extended credit terms. This new Buy Now Pay Later (BNPL) option ensures that both sides of the craft drinks industry can benefit from improved liquidity and more flexible payment arrangements.
Julian Bourne, CEO of Sellar, commented:
“Since we started Sellar back in 2019, breweries have always told us about the pain point of getting paid on time, sometimes if at all. Payments in the craft drinks industry were already broken, then when Covid hit, hospitality experienced a cash-crisis. A challenge our industry is still facing.
Since Covid, many breweries stopped offering credit terms or significantly shortened the leash on the terms they offered. On Sellar, 60 per cent of buyers are on pro-forma terms, meaning they need to pay up front, and of those that get credit terms, two thirds of these agreements are less than 30 days.”
From Sellar’s buyer research, it was revealed that 84% of trade buyers said they would be more likely to order from a supplier offering at least 30-day credit terms. This feedback demonstrates how crucial flexible payment options are in helping buyers manage their cash flow while supporting the growth of their business.
Julian Bourne continued:
“At Sellar, we run towards solving the hardest problems. Payments in the craft drinks trade is up there. This problem resonated deeply with many of our former brewery employees, who were all too familiar with the burden of thousands of pounds in unpaid invoices. Equally, hard times have hit venues, and they need flexibility to grow. We’re at a point where buyers need credit, but suppliers need cash, something needed to change to help the craft drinks industry succeed.”
Sellar Credit will also improve the user experience for trade buyers. Instead of receiving individual invoices from each supplier, trade customers will receive one consolidated monthly invoice, simplifying their administrative workload. As Rhys Chamberlain, Director of Chance & Counters remarked, “This would be really useful for our busy accounts team to only have one invoice!”
The launch of Sellar Credit follows Sellar’s continued commitment to solving the industry’s most pressing challenges. In 2023, Sellar secured competitive courier shipping rates for small craft drink producers, helping them save hundreds of thousands of pounds. The platform has evolved with the introduction of Sellar Market in 2024, where trade customers can shop from over 250 craft drinks suppliers in one place, improving visibility and access to products.
Matt Pritchard, COO of Sellar, added:
“Sellar Market was the next natural step for us to make. We had hundreds of suppliers using Sellar for their direct trade sales, why not give buyers a one-stop shop that makes their life easier? Small craft drinks businesses now achieve greater visibility with Sellar Market.”
Sellar Credit is currently available for early access to trade buyers of craft drinks, with the official launch scheduled for March 2025.
Suppliers are encouraged to get in touch with Sellar to benefit from exclusive rates for the launch, for more information, visit Sellar.
