Cellar Drinks Company

What Cellar Drinks Company does

Cellar Drinks Company is a UK-registered private limited company (Cellar Drinks Company Ltd) operating as a specialist drinks wholesaler from a single warehouse at Unit 4 Waller House, Elvicta Business Park, Crickhowell, Powys. Founded in 2003 and now under family ownership acquired by Rhys and Chyrelle Anstee during the 2020 pandemic, the company distributes over 2,000 product lines spanning seven categories: beer and lager, wine, spirits, cider, soft drinks, snacks, and cellar gas. Customers are licensed on-trade premises — pubs, bars, hotels, and restaurants — with same-day delivery concentrated in South and Mid Wales and standard flat-rate shipping (£9.95) extending to England and Scotland.

The commercial operation combines a traditional wholesale field-sales motion with a digital ordering layer. Trade accounts place orders via a dedicated iOS and Android mobile app, a desktop web portal, or direct account management, with bi-monthly promotional cycles driven through The Cellar Selection catalogue. Pricing is quote-based and not publicly disclosed, with volume promotions available (for example, 20% off six-bottle wine packs) and a £9.95 standard delivery fee applied to non-same-day orders. The company holds an Alcohol Wholesale Registration Scheme (AWRS) licence (XGAW00000117484) and is listed in the Harpers Top 50 Drinks Wholesalers 2025.

The business model is straightforward B2B wholesale distribution: revenue is generated through product sales at negotiated trade prices, supplemented by category breadth and depth (over 2,000 SKUs) and service-level differentiation via same-day delivery in the core catchment. Sourcing is reinforced by memberships in Unitas Wholesale (purchasing consortium) and the Society of Vintners (wine), and the company is supported by a Master of Wine (Sam Caporn) for wine curation. The firm has 1-10 employees and operates from a single site with no subsidiaries, no institutional investment, and no public listing.

Name

Cellar Drinks Company

Legal name

Cellar Drinks Company Ltd

Website

https://cellardrinks.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Cellar Drinks Company is a family-owned UK drinks wholesaler based in Crickhowell, Wales, distributing over 2,000 SKUs of beers, wines, spirits, ciders, soft drinks, snacks, and cellar gas to licensed on-trade pubs, bars, hotels, and restaurants across South and Mid Wales, with broader UK delivery.

Ownership category

akta.pro rank

Product category

Beverage Wholesale Distribution

NAICS

Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

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

akta.pro primary industry

Alcoholic Beverage Wholesale (Beer, Wine, Spirits) (AFAIAGAA)

akta.pro secondary industries

Bar, Restaurant & On-Premise Beverage Supply Wholesale (AFAIAGAI), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Beverage Wholesale Distribution (Non-Alcoholic) (CRAOAAAH), Bar & Beverage Service Supplies Wholesale (AFAIALAG)

Keywords

• Wholesale drinks distribution
• On-trade beverage supply
• Licensed trade wholesaler
• Cellar gas supply
• Hospitality drinks supplier

Headquarters

HQ city

Crickhowell

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 Drinks Distribution: Supply of alcoholic and non-alcoholic beverages including beers, ciders, wines, spirits, soft drinks, and cellar gas to licensed on-trade premises. Revenue is generated through product sales at wholesale prices to trade accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Cellar Drinks Company is a family-owned specialist drinks wholesaler based in Crickhowell, Wales, distributing over 2,000 product lines across beers, ciders, wines, spirits, soft drinks, snacks, and cellar gas to licensed on-trade premises. The company serves pubs, bars, hotels, and restaurants in South/Mid Wales with same-day delivery, supported by a 24/7 online ordering platform and dedicated mobile applications for iOS and Android.

Product overview

Cellar Drinks Company is a family-owned drinks wholesaler serving pubs, bars, hotels, and restaurants with over 2,000 product lines. Their portfolio consists of seven core product categories: Beer & Lager, Wine, Spirits, Cider, Soft Drinks, Snacks, and Cellar Gas. They operate an online ordering platform and mobile app (available for iOS and Android) alongside their physical wholesale operation. The company also publishes The Cellar Selection, a bi-monthly promotional catalogue. Based in Crickhowell, they serve the South/Mid Wales area with same-day delivery and are listed in the Harpers top 50 drinks wholesalers 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Beer & Lager Range

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Society of VintnerscoreStrategic or Co-development PartnerCellar Drinks Company is a member of the Society of Vintners, enabling access to quality wines from around the world at affordable prices. This partnership supports their extensive wine portfolio offering.
• Unitas WholesaleminorChannel Partner/ Reseller/ DistributorCellar Drinks Co. is a member of Unitas Wholesale, which helps offset increasing supplier costs and provides purchasing advantages within an unstable economy.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• HEINEKEN UK: Major UK brewer with a substantial on-trade sales and distribution operation supplying pubs, bars, and restaurants. Overlaps with Cellar Drinks on the on-trade channel, but operates with vertical integration and own-brand scale.
• Diageo GB: Global spirits and beer major with significant UK on-trade presence, supplying premium spirits and beers to licensed premises. Comparable in serving the same on-trade accounts, but with a much narrower, premium supplier focus and a global brand portfolio.
• Booker Wholesale (Tesco): Large UK foodservice and wholesale operator with a significant drinks range, serving pubs, restaurants, and hospitality customers. Overlaps with Cellar Drinks on on-trade beverage supply but operates at massive scale and as part of a broader foodservice portfolio.
• Bidfood: UK foodservice distributor with an extensive drinks and beverage range supplied to pubs, hotels, and restaurants. Comparable in serving licensed on-trade customers, but as a broad-line foodservice wholesaler rather than a drinks specialist.
• Tennent's (C&C Group): UK and Ireland brewer and drinks distributor with significant on-trade distribution through C&C's wholesale network. Comparable in the on-trade channel and in beer/cider distribution, but at far greater scale and with owned production assets.

Direct peers

• Hallgarten & Novum Wines: UK specialist wine importer and distributor serving the on-trade, including restaurants and independent retailers. Comparable in its specialist wine focus and on-trade distribution model, leveraging curated producer relationships similar to Cellar Drinks' Society of Vintners angle.
• Matthew Clark (C&C Group): One of the UK's largest on-trade drinks wholesalers, distributing beers, wines, spirits, and soft drinks to pubs, bars, hotels, and restaurants nationwide. Directly comparable to Cellar Drinks in customer segment, product range, and B2B wholesale model, but at national scale with multi-depot logistics.
• Unitas Wholesale: UK buying group and wholesale network for independent on-trade drinks wholesalers, of which Cellar Drinks is a member. Comparable as it sits at the intersection of wholesale distribution and collective buying power for the same licensed-trade customer base.
• Liberty Wines: UK specialist wine importer and distributor focused on independent restaurants and on-trade accounts. Directly comparable in target customer (independent on-trade) and curated, quality-led wine portfolio approach.
• Enotria & Coe: Premium UK drinks wholesaler supplying wines, spirits, and beers to on-trade and independent retail. Comparable in its premium product positioning, on-trade focus, and curated portfolio, but at significantly greater scale than Cellar Drinks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cellardrinksco
• Instagraminstagram.com/cellardrinksco

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Cellar Drinks Company