Ellers Farm Distillery
Case Study

Ellers Farm is a premium spirits distillery. Small-batch, but with big ambitions, thanks to private investment. The business needed a flexible but highly skilled category specialist to track sales and build presentations.

ellers farm distillery


Ellers Farm launched in 2020. The business wanted senior insight expertise but needed it to be flexible. It needed someone with experience of most of the industry data platforms as well as the skills to build content for top-to-top presentations. They had to hit the ground running and cope with a varying workload as the business scaled.



TWC set up reports & created a launch tracker to show sales by store and rate of sale. Photos of instore execution were collated alongside the data to enable the team to analyse the impact of in store merchandising on sales performance as well as assess the impact of supporting marketing activity to drive purchase.



TWC Consulting provided an immediate solution to help Ellers Farm work at pace to report performance as soon as listings were won. Outputs were provided several times a week so that reporting was as real-time as practical to enable Ellers Farm to react quickly and drive sales out of store, by liaising with buyers, in-store and marketing agencies.

The TWC team really understand the retail operating environment, but they also have category management experience and strong working knowledge of reporting platforms. This meant that we did not have to spend days on set up and knowledge sharing because they already knew how to report spirits sales and retail KPIs. They understood immediately what we needed and just got it done.
Steve Hickey

Sales & Marketing Director, Ellers Farm Distillery