Delivered by Sellar

Delivered by Sellar is our in-house delivery service that collects orders from multiple makers and delivers them together in one, consolidated drop.

When you place an order, we coordinate collections from the makers, group the orders at our local depot, and deliver them to your venue using our own dray team.

We built Delivered by Sellar after seeing first-hand that the way drinks are typically delivered wasn’t working well for either makers or venues.

Courier deliveries are fragmented and not built for the drinks industry.

Traditional wholesale is reliable, but holding stock limits range, meaning many smaller producers never get listed. Plus, with margins thinner than ever, there’s no longer room for middleman markups where buyers pay more and makers earn less.

Delivered by Sellar means fewer deliveries, more choice, and better margins, while helping independent makers reach more venues across the UK.

No. Stockists don’t pay delivery charges. You simply pay the maker’s price for the products you order whatever you’ve agreed directly with them.

Makers cover the delivery cost, but by sharing vehicles, routes, and infrastructure, it’s often cheaper than delivering themselves. Because Sellar makes its money from software, not distribution margins, the aim is simple: keep more margin where it belongs — with the people who make and serve the drinks.

Traditional wholesalers have played an important role in the industry, giving buyers a reliable, consolidated delivery. But because they need to buy and hold stock, range is limited and many smaller producers never get listed.

At the same time, costs have risen and margins for both makers and venues are thinner than ever, so the industry needs a more cost-effective way to move stock.

Delivered by Sellar works differently. You buy directly from the makers, at their pricing, but we bring the orders together and deliver them in one drop. Because stock only moves once it’s sold, there’s no need for large warehouses or holding inventory, which helps keep delivery costs lower. And because Sellar makes its money from software rather than distribution margins, makers are just paying the cost of delivery.

The result is simple: the reliable, consolidated delivery you expect, but with more choice, better prices, and more margin where it belongs.

Sellar Shipping connects you with courier and pallet delivery options from individual makers. Orders are shipped directly from that supplier, and it works best when the products and order size suit courier or pallet delivery, or where Delivered by Sellar isn’t available yet.

Delivered by Sellar is our own in-house delivery network, designed to bring orders from multiple makers together into a single drop and deliver directly to your cellar. That means fewer deliveries to manage and a simpler way to receive regular stock.

Both options are available, and you’ll see what’s available to you as you place your order.

Delivered by Sellar is currently live in Edinburgh, Glasgow, Dundee and Newcastle, with more cities launching soon.

If we’re not in your area yet, you can still order from the same makers using other delivery options on the platform.

You can also leave your details to be notified when Delivered by Sellar launches near you. We’re expanding quickly based on demand.