Our Expertise
Diamas Partners Ltd was founded in 2004 to give drink brands a significant presence in London’s premium on-trade sector.
Success in this challenging sector provides brands with 'proof of concept.' This is important because it helps brands gain recognition from other channels, including multiple grocers, managed on-trade establishments, and global duty-free markets. It also provides brands with international recognition.
We develop brands in the premium on-trade sector by driving distribution, gaining and maintaining advocacy from bar staff.
Our Knowledge
With unparalleled expertise in the premium sector, we know how to position your brand ahead of the competition. Recognising the importance of menu and cocktail listings, our team has successfully developed, launched, and supported many high-profile brands.
Our extensive database includes the best premium on-trade outlets, organised by route to market (wholesale). We collaborate with hundreds of top bars and several prestigious groups.
Routes to market are critical for brand success, and our team is skilled at helping brands secure listings.
By targeting the right outlets, we ensure significant increases in brand awareness and sales, driven by staff advocacy and strategic menu placements.
Our Approach
After the initial sale, we typically visit each outlet up to 15 times per year to capitalise on menu or promotion opportunities, train new staff, and ensure the brand remains front of mind.
We work with a select portfolio of exceptional brands. Being part of this prestigious portfolio lends new brands credibility by association, as bars, hotels, and restaurants trust our business to represent only the highest-quality brands
Working With Us
We agree with our clients on the number of new SKU listings to achieve each month and the proportion of those that will gain menu listings. From there, we manage the accounts for the long term, providing brands with certainty.
From an investment perspective, we offer a significantly better return than an in-house team. Our clients share the cost of the team, there are no recruitment expenses, and the team is immediately operational. It can take a long time for an in-house salesperson to become valuable, and there are two main risks: They may not deliver, or, if successful, they may leave. Diamas is here to stay.
We only work with brands we are confident we will be successful with. We would be pleased to meet with any brand owner to determine whether their brand is a good fit. If this sector is strategically important for you, please contact Dan Slark at dan@diamaspartners.com to arrange a meeting.