Sellar

Sellar operates a business-to-business platform for the drinks industry, connecting producers ("makers", such as craft breweries and other drinks producers) with trade buyers ("stockists", such as bars and bottleshops). The platform lets suppliers take direct orders from trade customers and manage them without spreadsheet- and phone-based admin, while buyers get access to a broad range of drinks products, better spend tracking and a single channel for sourcing.

The product set spans ordering and logistics tools, described as Market, Lists and Sellar Shipping, plus Sellar Credit, a B2B buy-now-pay-later product under which breweries and drinks producers are paid in full on dispatch while their customers receive credit payment terms on one consolidated invoice. In 2025 the company added Sellar Distribution, a specialist drinks delivery network offering consolidated deliveries with no minimum order quantities, following experience shipping more than 500,000 packages through third-party courier networks.

Founding story

The company was founded by James, Julian and Matt after a conversation with friends who owned a craft brewery and described selling to the trade as "archaic", with trade sales run on spreadsheets, outdated stock lists and multiple intermediary layers; the founders built the platform together with UK craft breweries, drawing on tools used in other industries.

Business model

Sellar sits between drinks producers and trade buyers as a digital distributor, combining an online ordering marketplace with logistics and payment/credit services rather than acting as a conventional wholesaler layer.

The platform positions itself as removing middleman markups from drinks trade transactions; it offers paid-for services including shipping/distribution and a credit product that pays suppliers on dispatch while extending payment terms to buyers.

Traction

The company reports more than £100m in drinks sold through the platform and 121% average year-on-year growth, and states it has shipped over 500,000 packages through courier networks.

Latest developments

Sellar Distribution, the company's own drinks delivery network, launched and is expanding across the UK from Scotland and the North West, with a Bristol depot opening in October and four more depots planned the following year. The company also launched a credit product allowing producers to be paid in full on dispatch while buyers receive consolidated credit terms.