London Brewers Alliance: Sellar Launches New Credit Solution to Support Craft Drinks Industry
Sellar is set to introduce a new credit product—Sellar Credit—designed to streamline cash flow and support the growing needs of the craft drinks sector. Launching in March 2025, Sellar Credit aims to offer craft breweries and drinks producers a reliable way to get paid on time, every time, while giving their customers up to 60-day payment terms.
Craft breweries and drinks producers often face the challenge of delayed payments, affecting cash flow and overall business operations. Sellar Credit addresses this by guaranteeing on-time payments to producers upon dispatch, while trade customers receive a single, consolidated invoice with extended credit terms. This new Buy Now Pay Later (BNPL) option ensures that both sides of the craft drinks industry can benefit from improved liquidity and more flexible payment arrangements.
Julian Bourne, CEO of Sellar, commented:
“Since we started Sellar back in 2019, breweries have always told us about the pain point of getting paid on time, sometimes if at all. Payments in the craft drinks industry were already broken, then when Covid hit, hospitality experienced a cash-crisis. A challenge our industry is still facing.
Since Covid, many breweries stopped offering credit terms or significantly shortened the leash on the terms they offered. On Sellar, 60 per cent of buyers are on pro-forma terms, meaning they need to pay up front, and of those that get credit terms, two thirds of these agreements are less than 30 days.”
From Sellar’s buyer research, it was revealed that 84% of trade buyers said they would be more likely to order from a supplier offering at least 30-day credit terms. This feedback demonstrates how crucial flexible payment options are in helping buyers manage their cash flow while supporting the growth of their business.
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