On-Trade Consultancy #OTChallenge21

On-Trade Consultancy have set the challenge for our wonderful team, clients and partners to complete a total of 2,021 miles in 2021 in aid of Hospitality Action.

Over the course of 2021 the OTC team have set ourselves the challenge to walk, run, hike, cycle or swim 2,021 miles collectively over the course of the year in aid of our wonderful Charity Partners,Hospitality Action.

Through our activities OTC will be looking to fundraise as much money as possible for this incredible charity who offer vital assistance to all who work or have worked within UK hospitality sector.

OTC would be delighted to have our clients, strategic and preferred partners and those across our networks join our team as well as welcome masses of encouragement, support and donations.

Check out our fundraising page with Umbali, where you can track everyone’s progress, view our journey so far and donate to an amazing cause.

About Us

On-Trade Consultancy

On-Trade Consultancy are a bespoke hospitality agency working with some of the top technology and drink brands in the UK. On-Trade work with early stage start-ups who have just received their first round of funding through to more established businesses that need help on larger sales accounts. Our team have over 20 years’ experience in the hospitality industry.

Our Services

Our consulting services focus on our clients' most critical issues and opportunities


Consult with venture capitalist and private equity companies on opportunities for investment, give impartial advice to HNW individuals.

Business Development

On-Trade focus on larger multi-site venues to grow our client businesses quickly, often acting in a Senior Sales Director role.

Event Management

Webinars, workshops, corporate dinners and social events. We have over 20 years’ experience in this field matching the right prospects with clients.


We help brands with creating a dynamic investment deck and have HNW individuals we can connect you with when appropriate.

New Product Marketing

Help brands bring a product to market in the on-trade, from website development, branding, setting up all the marketing structures including social media and Shopify stores.

Relationship Management

As part of the retainer fee, On-Trade will manage the client relationships particularly when companies only have a small sales team in place.

Drink Clients

Tech Clients

Hospitality Services

Charity Partners

Only A Pavement Away

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Hospitality Action

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Preferred Suppliers


OTC’s preferred Recruitment Consultancy – RWA provides interim project support, training and recruitment within all sales functions across the UK

Smart Learning Solutions

Smart learning Solutions enable sales training and leadership capability to improve business results - FAST. They offer a comprehensive range of sales training and capability development programmes which can start anywhere on the path from recruitment to management, encompassing tools such as motivational mapping to ensure your sales force and managers get the best from each other.

All Chilled

All Chilled’s highly skilled and experienced team provide services across all aspects of draught dispense installation through to air conditioning, refrigeration and cellar services. They have many independent locations throughout the UK that deliver cost effective solutions for all your specific needs – 24 hours a day, 365 days a year. A keen eye for detail coupled with a “can do” approach means All Chilled are the first and obvious choice for their extensive and loyal base of clients.


Helping brands grow within the off trade! Based in London, Klynk work closely with new and disruptor brands connecting them to retailers and shoppers.

Avani Solutions

The UK draft beer quality consultants. Call Avani Solutions for professional beer line cleaning, cellar services, beer line cleaning products and training.

The Event Academy

The Event Academy teach the only Event Management courses accredited by the globally recognised Chartered Institute of Marketing. Providing live courses from their home in London and flexible online studying options across a variety of academic levels including Postgraduate, Diploma, Foundation Certificate & Degree Alternative.


Jupiter International is a joint venture company with Redstrike offering physical and digital solutions ‘Phygital’ to the sports, events, retail and property sectors globally.


For the last 20+ years Bugle have created exceptional events, campaigns, content and infamous stunts for some of the biggest brands in the world.


Mongoose is an integrated sports & entertainment marketing agency, with a global footprint, that creates new opportunities to connect with brands.

Casual Dining

The definitive restaurant, pub and bar event. The only UK trade show dedicated to the casual dining sector.

Strategic Partners

Bums on Seats

The UK’s largest outsourced sales agency for the hospitality industry offering pubs, bars and restaurants across the UK pre-booked sales audits, industry leading Hospitality sales training, planning, consultancy and white label sales teams in venue.

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Langton Capital

Mark Brumby’s daily hospitality newsletter is an insightful financial resource from one of the UK’s most well respected analysts. To read the daily note and sign up to receive it via email, click on the blue button below.

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KAM Media

At the forefront of providing insight, trends and content creation for UK hospitality and grocery retail channels. KAM Media are a one-stop shop solution that can delivery the perfect research package for your requirements.

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Hospitality Jobs UK (HJUK)

Hospitality Jobs UK is the fastest growing job board specifically for the hospitality sector. Working closely with clients, big and small from hotels, pubs & bars, contract catering, casual dining, restaurants, leisure and coffee shops. Hospitality Jobs UK offer easy advertising solutions, raising their employer brand and giving them access to candidates.

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The London Bar Consultants

Consulting and training in the hospitality sector for the past 10 years, with a number of bars of their own The London Bar Consultants is headed up by Lewis Hayes.

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Institute of Hospitality

The BII is the leading independent membership organisation for professionals working in the licensed trade. With a network of over 9,000, we inspire, develop and support our members and their business to thrive.

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Strategic Events Partner


Hotel, Restaurant & Catering (HRC) is the UK’s leading business event for hospitality & foodservice professionals. Visitors will test, taste, and discover the latest product innovations from 500+ suppliers across food & drink, professional kitchen equipment, technology, interiors & tabletop.

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Client Testimonials


On-Trade Consultancy have been instrumental in helping Fountain set up RTM as we launch our hard seltzer brand into the UK. They have guided us with a focused plan to deliver the best results from our target audience in the UK on-trade. We would highly recommend OTC to any brand looking to enter into and expand within the hospitality industry.

Fadi Shuman

Ecommerce Director at Fountain Worldwide.


OTC have some of the best networks and access in the industry. They open doors that would have otherwise been impossible, and their advocacy allows us to start relationships with new clients at a more advanced stage. They understand our business which ensure a really high quality of introduction.

James O’Sullivan

CEO and Founder at Kobas Hospitality

Cracker Drinks Co. Limited

It is wonderful to work with OTC.They continue to build a strong and powerful team, made up of individuals with a wealth of knowledge and experience of the on-trade

Michelle Van Biljon

Commercial Manager, Cracker Drinks

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