Delivered by Sellar is coming to more of the UK

You may have heard us talking about Sellar Distribution, seen it in previous announcements or followed the launch of our first depots.

But what actually is it, why are we building it, and what will it mean for buyers as it becomes available across the UK?

Delivered by Sellar is the buyer-facing name for our own drinks distribution network. Where it’s available, buyers get:

• Free delivery
• No minimum order quantities
• Orders from different makers consolidated into one delivery
• Delivery by Sellar’s own specialised drinks delivery team, with no couriers or pallets

The service is currently limited to the regions covered by our Edinburgh and North West depots. Over the next year, we’re bringing it to much more of the UK, including the South West from October 2026.

Why are we building it?

For years, independent drinks makers have relied on parcel couriers to reach customers outside their local direct delivery areas.

But as we all know, couriers aren’t designed for delivering heavy kegs, casks and fragile cases of drinks. The result can be damaged products, delayed deliveries, inconsistent service and rising delivery costs, to the point where it becomes unsustainable.

It also isn’t the experience buyers should expect when ordering for a pub, bar, bottle shop or restaurant.

We believed there was a better solution: a cost-effective national delivery network built specifically for independent drinks, operated by Sellar from collection through to delivery.

By using the combined order volumes of hundreds of makers and thousands of orders, we’re able to operate an efficient logistics service, far cheaper than third-party alternatives or wholesalers.

That efficiency means more margin stays with drinks makers, while buyers benefit from free delivery and no minimum order quantities.

How does it work?

Where the service is available, we collect orders from participating makers, consolidate them through our depots and deliver them using our own vehicles and drivers.

We deliver kegs, casks and cases directly into the cellar where required, and collect empty containers at the same time.

Buyers can order the products they want, in the quantities they need, without paying for delivery or meeting a minimum order value.

How is it different from Sellar Shipping?

Sellar Shipping helps makers send individual orders through third-party parcel couriers. Makers would manage their own delivery charges for this on Sellar but crucially, the delivery service is operated by a 3rd party and delivery communication is managed by the 3rd party, not Sellar. Orders arrive separately from different couriers and will not include services like cellar drop or empty keg collections.

Sellar Distribution is completely different. We operate the depots, vehicles and delivery routes ourselves, giving us much greater control over reliability, communication and how orders are handled. We collect and consolidate orders from multiple makers, then deliver them through our own specialist drinks delivery network. Orders can be dropped into cellar and empties collected.

Where are we going next?

We currently operate depots in Scotland and the North West.

Our South West depot in Bristol will open at the beginning of October 2026, followed by four more depots next year. Together, these will give us coverage across most of the UK.

So if Delivered by Sellar isn’t available in your area yet, it may be coming soon.

Our goal is simple: to give buyers across the UK easier access to independent drinks makers, and give makers a cost-effective alternative to couriers or wholesale reliance.

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Got questions? Reach out to us using distribution@sellar.io