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Sales Playbook

Retail Sales Playbook

Step-by-step field guide for getting ProKulture into every cafe, deli, hotel, health food store, and restaurant in Ireland. Copy the scripts. Follow the process. Close the deals.

The ProKulture Pitch in 30 Seconds

"We make ProKulture — Ireland's only certified organic kombucha. We're in 150+ Aldi stores, we've won Great Taste and Blas na hEireann, and the bottles are ambient shelf-stable so you don't need fridge space. It's less than 3g sugar per 100ml, 12 calories, and it retails at €3.00-€3.50 with over 30% margin for you. Can I leave you a sample case to try?"

That's it. Thirty seconds. If they want more, you're in a conversation. If they don't, leave a card and a sell sheet.

Know Your Numbers Cold

Before you walk into any meeting, know these:

Metric Number
Wholesale price per bottle€1.88 excl. VAT
Case price (24 x 330ml)€45.00 excl. VAT
Recommended retail price€3.00 - €3.50 incl. VAT
Retailer margin (at €3.29 RRP)32.7%
On-trade margin (at €4.50 menu)60% GP
Calories per 100ml12 kcal
Sugar per 100ml<3g
Shelf life12 months ambient
Minimum order2 cases (48 bottles)
Free delivery5+ cases (Dublin/Kildare)
First order incentive1 free case with 5-case order
Flavours4: Blood Orange & Turmeric, Ginger & Lemongrass, Pink Grapefruit, Wild Berry

Channel Strategy

Channel 1: Independent Cafes & Delis (Primary Target)

Why they buy:

How to approach:

  1. Visit in person during a quiet period (Tuesday-Thursday, 10-11am or 2-3pm)
  2. Bring 4 sample bottles (one of each flavour) and the sell sheet
  3. Ask to speak to the owner or buyer — never pitch to front-of-house staff
  4. Leave samples even if the buyer isn't there — with the sell sheet and your card

Opening script:

"Hi, I'm [name] from ProKulture — we make organic kombucha here in Kildare. I noticed you carry [X healthy option] so I thought you might be interested. We're in 150 Aldi stores and just won a Great Taste award. Can I leave you a few samples to try? No pressure — if you like them, I'll come back and chat about stocking."

Follow-up: WhatsApp or call 3 days after leaving samples. "Hi [name], just checking if you got a chance to try the ProKulture samples? What did you think?"

Channel 2: Health Food Stores & Organic Shops

Why they buy:

Talking points specific to this channel:

Key objection: "We already stock [other kombucha brand]"

"Brilliant — that means your customers already buy kombucha. We're the only certified organic one that's ambient shelf-stable. Most of our stockists carry us alongside [brand] because we serve a slightly different customer — the one who checks the back of the label."

Channel 3: Hotels & Restaurants (On-Trade)

Why they buy:

How to position:

Opening script (hotel/restaurant):

"Hi, I'm [name] from ProKulture. We supply organic kombucha to cafes and hotels across Ireland — you might have seen us in Aldi. I wanted to chat about your drinks menu. A lot of our hotel accounts are seeing great uptake on the bar menu and at brunch — it's a 60% GP product that fills the gap between water and alcohol. Can I drop a sample case for you and the team to taste?"

Channel 4: Gyms, Yoga Studios & Wellness Centres

Why they buy:

How to position:

Channel 5: Aldi & Multiples (Existing)

Current status: 150+ Aldi stores nationwide. This is volume, not margin.

Key metrics to know:

Use Aldi as social proof: Every indie buyer hears "we're in 150 Aldi stores" and their resistance drops. It's proof the product sells.

Objection Handling

"We don't have fridge space"

"Perfect — ProKulture is ambient shelf-stable. No fridge needed. It has a 12-month shelf life at room temperature. Sell it from the shelf, the counter, or the cooler — wherever works for you."

"Kombucha doesn't sell here"

"I hear that a lot. The category has changed — it's not the vinegary stuff from five years ago. ProKulture is the entry point: low sugar, great taste, familiar flavours. The customers who buy it are the ones buying sparkling water and craft sodas — it sits right next to those, not in the health food ghetto."

"We already stock a kombucha"

"That's actually great news — it means your customers already look for it. ProKulture sits alongside other kombuchas because we serve a slightly different customer: the one who specifically looks for certified organic, the one who noticed we won Great Taste, or the one who grabs it off the shelf because it doesn't need to be refrigerated. Most of our stockists find adding us increases total kombucha sales, not just splits them."

"The price is too high"

"At €3.29 retail, you're making 32.7% margin — that's better than most soft drinks in your fridge. And the customer who buys this isn't price-sensitive — they're already paying €3.50 for a flat white. This is the same customer, same spend, different moment."

"I need to check with my business partner / head office"

"Totally understand. Can I leave you a sell sheet and a few samples? That way you can share the numbers and the product at the same time. I'll follow up [day] — does that work?"

"We're not taking on new products right now"

"No problem at all. Can I just leave a sell sheet and my card? When you are reviewing your range, I'd love to be in the conversation. And if you want to try the product yourself, I'll leave a couple of bottles — no strings."

"How do I know it'll sell?"

"We're in 150 Aldi stores — it sells there because consumers are actively looking for healthier alternatives. Our repeat purchase rate is strong because kombucha drinkers buy weekly, not just once. I can also connect you with two or three of our Dublin stockists who'd be happy to share how it's performing for them."

The Visit Checklist

Before every sales visit:

After every visit:

Weekly Targets

Week Stage Target
Getting started5 visits per week, 1 new stockist
Building momentum10 visits per week, 2-3 new stockists
Scaling15 visits per week, 4-5 new stockists

Rule of thumb: 1 in 3 visits converts to a trial order when you leave samples. 3 in 4 trial orders convert to repeat orders when the product tastes good. ProKulture's conversion rate should be high because the product genuinely wins taste tests.

First Order Incentive: "Try Risk-Free"

The offer: Buy 5 cases, get 1 case free (effectively 20% off first order).

How to present it:

"We do a first-order deal for new stockists: buy 5 cases and we'll include a 6th free. That way you can try all four flavours, see what your customers go for, and you've got a freebie to sample from behind the counter. Minimum risk."

Why it works:

Stockist Tiers

Tier 1: High-Value Targets (Pursue Actively)

Premium cafes, brunch spots, health food stores, boutique hotels, and restaurants with health-conscious menus in Dublin, Kildare, and commuter belt towns.

Tier 2: Volume Accounts

Hotels, restaurant groups, and chains that order in bulk and drive volume.

Tier 3: Community Stockists

Local delis, independent grocers, farm shops, yoga studios, and gyms within driving distance of Sallins.

Follow-Up Cadence

Day Action
Day 0Visit. Leave samples + sell sheet. Log in CRM.
Day 3WhatsApp: "How were the samples?"
Day 7If no response: Call. "Just following up on the ProKulture samples."
Day 14If still no response: Final WhatsApp. "No pressure — whenever you're ready."
Day 30If no conversion: Move to "revisit in 3 months" list.

After first order:

Day Action
Week 1Deliver. Photograph product in situ. WhatsApp photo to them.
Week 2Check-in: "How's it going? Moving?"
Week 4Visit in person. Reposition if needed. Take reorder.
OngoingMonthly check-in. Restock visits. Share their photos on ProKulture social.

CRM Tracking

Track every prospect in a simple spreadsheet or the Kakiyo CRM:

Field Example
Venue NameThe Happy Pear, Greystones
Contact NameDave Flynn
Venue TypeCafe / Health Food
LocationGreystones, Co. Wicklow
StatusProspect / Sampled / First Order / Active / Churned
Last Contact2026-05-08
Next ActionFollow up re: samples — call Thursday
NotesInterested in organic cert. Left 4 samples.
Order History—

Key Metrics to Track

ProKulture Drinks Ltd · Sallins, Co. Kildare · prokulturekombucha.com