PrimoDrinks

What PrimoDrinks does

Primo Drinks is a privately-held, family-run UK drinks wholesaler distributing alcoholic and non-alcoholic beverages to hospitality and retail customers. Founded with a headquarters in Bredbury, Stockport, the company operates four national depots across the UK and serves pubs, bars, restaurants, hotels, convenience stores, and off-licences across northern England (Greater Manchester, Lancashire, Yorkshire, North East, Midlands, Staffordshire, Merseyside) and North Wales. Its portfolio spans draught, packaged, and cask beer (Heineken, Molson Coors, Carlsberg Marstons, Asahi, Brewdog), cider (Magners, Rekorderlig, Old Mout), stout (Guinness), premium spirits (Smirnoff, Gordon's, Jack Daniel's via Diageo), wines, Prosecco, Champagne, liqueurs, and soft drinks and mixers (Coca-Cola Europacific Partners, Britvic, Red Bull, Fever Tree). Sales channels are direct-to-trade via an online ordering platform at order.primodrinks.co.uk, phone orders, and a four-depot own-fleet delivery network offering same-day delivery seven days a week for orders placed before 12pm, with next-day delivery as the standard.

Revenue is generated through wholesale per-transaction pricing with volume-based discounts, free-keg promotions on new draught installations, and a quarterly seasonal brochure programme. Pricing is publicly disclosed on the ordering platform, exclusive of VAT, with free delivery above a £250 order threshold. The go-to-market is direct wholesale to trade with no third-party distributors, supported by location-targeted SEO and content marketing, customer testimonials, and trade-focused promotional offers. Distribution partnerships with brand owners (Heineken UK, Molson Coors, Diageo, Carlsberg Marstons, Asahi, CCEP, Brewdog, Britvic, C&C Brands) supply the product catalogue; the company holds an AWRS licence (XHAW00000108049) permitting UK alcohol wholesale. Management is led by Gavin Wright as Managing Director. The technology stack is standard e-commerce with no disclosed proprietary AI, data, or platform IP beyond the ordering portal.

Name

PrimoDrinks

Legal name

Primo Drinks

Website

https://primodrinks.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Primo Drinks is a privately-held, family-run UK drinks wholesaler operating four national depots, distributing beer, wine, spirits, cider, and soft drinks to pubs, bars, restaurants, hotels, and retailers across northern England and North Wales with same-day delivery.

Ownership category

akta.pro rank

Product category

Beverage Wholesale Distribution

NAICS

Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro industry

PRIMARYCRAOAAAH

Beverage Wholesale Distribution (Non-Alcoholic)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Food & Beverage Wholesale Distribution

Keywords

• Beverage wholesale distribution
• Alcohol distribution services
• Draught beer supply
• Hospitality drinks supply
• Wine and spirits wholesale

Headquarters

HQ city

Stockport

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Wholesale Beverage Distribution: Primo Drinks generates revenue through wholesale distribution of alcoholic and non-alcoholic beverages to hospitality venues. The company sells draught beer, packaged beer, spirits, wine, and soft drinks at trade/wholesale prices to pubs, bars, restaurants, hotels, and retail establishments. Revenue is generated through per-transaction wholesale pricing with volume-based discounts and promotional offers such as free kegs with new draught installations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Primo Drinks is a UK family-run wholesale distributor of alcoholic and non-alcoholic beverages, supplying pubs, bars, restaurants, hotels, and retail outlets with draught, packaged, and cask beers, ciders, stouts, spirits, wines, Prosecco, Champagne, and soft drinks from major brands. The company fulfills orders through an online ordering portal or phone, and delivers from four national depots offering same-day and next-day service seven days a week across northern England and parts of Wales.

Product overview

Primo Drinks is a family-run drinks wholesaler operating as a single unified distribution business. The company distributes a comprehensive portfolio of alcoholic and non-alcoholic beverages including draught, packaged, and cask beers (from brands like Carlsberg, Heineken, Peroni, Madri, Birra Moretti), draught ciders, stouts, spirits (vodka, gin, rum, whiskey, liqueurs), wines, Prosecco, Champagne, and soft drinks. Services include same-day and next-day delivery (seven days a week), an online ordering platform, and seasonal promotional brochures with exclusive trade deals. The company serves pubs, bars, hotels, and restaurants across the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Packaged Beer (Bottles and Cans) Bottled and canned beers from brands including Corona, Budweiser, Heineken, Birra Moretti, Madri Excepcional, Staropramen, San Miguel, Estrella Damm, Brooklyn Pilsner, and Blue Moon, sold wholesale to hospitality and retail customers.
• Packaged Lager Bottled and canned lagers including Poretti 4, Peroni Capri, Desperados Tequila Beer, Pravha, Coors, Birra Moretti Sale Di Mare, Peroni 0.0%, San Miguel 0.0%, Erdinger Alkohol Frei, and Shipyard Low Tide 0%, distributed at wholesale to licensed venues.
• Draught Lager Keg lagers including Carlsberg Pilsner, Poretti 4, Madri Excepcional Lager, 1664 Biere, Brooklyn Pilsner, and Brooklyn Stonewall Inn IPA, supplied on draught to pubs and bars.
• Draught Bitter and Mild Traditional British cask ales including Boltmaker Best Bitter, Theakstons Best Bitter, Theakstons XB Ruby Ale, Theakstons Legendary Beerd, and Old Peculier, supplied in cask to UK on-trade venues.
• Draught Cider Cider on draught including Magners Original Pints, Rekorderlig Strawberry & Lime, Rekorderlig Wild Berries, Old Mout Berries & Cherries Cider, and Old Mout Kiwi & Lime, sold to pubs and bars.
• Draught Stout Stout offerings on draught including Brewdog Black Heart, Guinness Draught, and Hobgoblin Bah Humbug, supplied to hospitality venues.
• Cask Ale Cask-conditioned ales including Doom Bar, Sharps Atlantic IPA, Sharps Solar Wave Hazy IPA, Sharps Sea Fury, Theakstons Lightfoot, Theakstons Quencher, Theakstons Summit Cold Pale Ale Cask, and Sharps Twin Coast.
• Packaged Cider Bottled and canned ciders including Rekorderlig Passion Fruit, Rekorderlig Mango & Raspberry, Kopparberg Mixed Fruit Cider, Bulmers Crushed Red Berries & Lime, Old Mout non-alcoholic options, and Birra Moretti Zero.
• Spirits (Vodka, Gin, Rum, Whiskey, etc.) Full range of spirits including Smirnoff, Grey Goose, Absolut, and Prince Consort vodka; Gordon's, Bombay Sapphire, Tanqueray, and Hendrick's gin; Captain Morgan and Kraken rum; Jack Daniel's and Jameson whiskey; plus Hennessy and Jägermeister, supplied to pubs, bars, and restaurants.
• Wine and Prosecco House wines, premium wines, Prosecco, and Champagne supplied wholesale to pubs, restaurants, and hotels.
• Soft Drinks and Mixers Soft drinks and mixers including Coca-Cola, Pepsi, Fever Tree, Red Bull, J2O, and Schweppes, supplied alongside alcoholic beverages for hospitality use.
• Liqueurs and Aperitifs Liqueurs and aperitifs including Baileys, Cointreau, Disaronno, and Aperol, distributed to hospitality venues.
• Same-Day Delivery Service Same-day delivery service available seven days a week for orders placed before 12pm, covering Greater Manchester, Fylde, Lancashire, South Lakes, Yorkshire, North East, Midlands, Staffordshire, Wirral, Merseyside, and North Wales.
• Online Ordering Platform Web-based ordering platform at order.primodrinks.co.uk enabling account customers to place orders, browse products, and manage wholesale drink purchases 24/7.
• Seasonal Trade Brochure Quarterly promotional brochure offering exclusive trade deals and best-price offers throughout the year, changing four times annually to align with seasonal trading periods.

Quantifiable outcome

• Same-day delivery available when orders placed before 12pm
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and supporting.

• Molson CoorscoreChannel Partner/ Reseller/ DistributorMolson Coors is a key supplier partner for Primo Drinks, providing products including Coors, Madri Excepcional (brewed under license from La Sagra Brewery), and Staropramen. The relationship involves distribution of Molson Coors brands to hospitality venues across the UK.
• La Sagra BrewerycoreChannel Partner/ Reseller/ DistributorLa Sagra Brewery near Madrid, Spain, is the original brewer of Madri Excepcional Lager. Molson Coors produces the lager under license in the UK for Primo Drinks distribution. Madri has become one of the most popular premium lagers in the UK market.
• Heineken UKcoreChannel Partner/ Reseller/ DistributorHeineken UK supplies draught beer and packaged products to Primo Drinks for distribution across their UK hospitality customer base.
• Carlsberg Marstons (CMBC)coreChannel Partner/ Reseller/ DistributorCarlsberg Marstons Brewing Company supplies brands including Carling, Tetley's, and Doom Bar through Primo Drinks to pubs and bars.
• DiageocoreChannel Partner/ Reseller/ DistributorDiageo supplies premium spirits including Smirnoff, Gordon's, Jack Daniel's, and Guinness through Primo Drinks distribution network.
• Coca-Cola Europacific PartnerssupportingChannel Partner/ Reseller/ DistributorCoca-Cola Europacific Partners supplies soft drinks and mixers including Coca-Cola, Schweppes, and Fanta through Primo Drinks to hospitality venues.
• BrewdogsupportingChannel Partner/ Reseller/ DistributorBrewdog supplies craft beer products including Punk IPA and Black Heart stout through Primo Drinks distribution.
• Asahi UKsupportingChannel Partner/ Reseller/ DistributorAsahi UK supplies premium lagers including Peroni and Birra Moretti through Primo Drinks to UK hospitality venues.
• BritvicsupportingChannel Partner/ Reseller/ DistributorBritvic supplies soft drinks including Pepsi, J2O, and fruit juices through Primo Drinks distribution network.
• C&C BrandssupportingChannel Partner/ Reseller/ DistributorC&C Brands supplies cider products including Magners and Old Mout through Primo Drinks to pubs and bars.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Halewood International: UK-based drinks producer and distributor with a portfolio of wines, spirits, and beers distributed through the on-trade. Comparable to Primo on UK drinks distribution to pubs, bars, and hospitality venues.
• C&C Group: UK and Ireland-based branded drinks and wholesale group (owner of Matthew Clark, Tennent's, Bulmers). Comparable as a vertically integrated wholesale and branded drinks competitor in the same UK on-trade channel.
• Matthew Clark (C&C Group): Largest UK on-trade drinks wholesaler, now part of C&C Group, with a national depot footprint distributing beer, wine, spirits, and soft drinks to hospitality venues. Comparable as a national-scale competitor in the same B2B beverage distribution space as Primo.

Direct peers

• Enotria Wine: UK wine and premium drinks wholesaler serving restaurants, hotels, and independent retailers. Comparable to Primo on wholesale distribution model and on-trade premium customer segment.
• LWC Drinks: One of the UK's largest independent drinks wholesalers operating a multi-depot network serving pubs, bars, restaurants, and hotels. Directly comparable to Primo on depot-based distribution, broad alcohol and soft drinks range, and on-trade customer focus.
• Hallgarten Novum Wines: UK wine and spirits specialist wholesaler supplying the on-trade and independent retail. Comparable to Primo's wine and spirits distribution arm, though narrower in product mix.
• Bibby Distribution: UK-based drinks wholesaler serving the on-trade with depot-based delivery of beer, wine, spirits, and mixers. Directly comparable regional competitor to Primo in the same product categories and customer segments.

Emerging players

• In Good Company: UK drinks distributor focused on premium and craft brands across beer, wine, and spirits for the on-trade. Comparable to Primo on product breadth and hospitality customer focus, though smaller in scale.

Regional players

• Sugarmill Drinks: UK regional drinks wholesaler operating across the North of England with multi-depot distribution to pubs, bars, and restaurants. Comparable to Primo on regional depot-based on-trade supply.
• Great North West Drinks: Regional drinks wholesaler operating across the North West of England with a similar depot-based delivery model. Comparable to Primo on regional focus and on-trade customer base.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/PrimoDrinks
• Facebookfacebook.com/PrimoDrinksOfficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PrimoDrinks