Chain Reaction Ep. 19: How Ram Tang Reinvented Craft Spirits

Christopher Chilton, Co-Founder of Ram Tang Cello, confronts a barrier that blocks most craft spirits from reaching consumers: distribution monopolies. The UK spirits market is dominated by a few large distributors who control access to retail shelves. New entrants can't negotiate. They accept whatever terms exist or they stay invisible. Christopher's answer was to build a different path to customers - direct-to-consumer, online, events, tastings. This means the supply chain looks completely different from traditional drinks distribution. Instead of manufacturing and shipping to warehouses to sit until retail demands, Ram Tang makes to order and ships direct to consumers and hospitality partners. Inventory is minimal. Shelf life is handled by customers. Capital is deployed faster. For spirits brands and beverage startups, Christopher's approach is increasingly viable as e-commerce and direct channels become credible alternatives to traditional wholesale. The conversation explores what it means to build a supply chain that serves direct customers rather than wholesale networks - different lead times, different volumes, different relationships with manufacturing partners. Understanding how emerging beverage brands are bypassing traditional distribution networks matters for anyone thinking about how supply chains are being remade.