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

On-trade third party distributors of the Facewatch facial recognition software
Charging station network in the UK installed in hospitality, retail and commuter hubs
In-venue guest wifi and drink redemption solution

Drink Clients

Tech Clients

On-trade third party distributors of the Facewatch facial recognition software
Charging station network in the UK installed in hospitality, retail and commuter hubs
In-venue guest wifi and drink redemption solution

Hospitality Services

Hospitality Services

Managing Director

Matt Steinhofel

Matt has over 20 years' experience working in different hospitality industries in South Africa, United States and the UK. Starting in the casual dining sector at aged 18 as an Assistant Manager for the Mugg & Bean coffee chain in South Africa. Matt moved to Miami Florida in 2002 and started working with Carnival Corporation, the world’s largest cruise company with over 100 ships over 10 brands including P&O, Cunard, Holland America and Carnival to name a few. Matt has lived in the UK since 2005 working within the Sales and Marketing team at Premier Automotive Group (PAG) which had Land Rover, Jaguar, Aston Martin Lagonda, Volvo and the Ford GT. In 2007 Matt joined the Association of Licensed Multiple Retailers (ALMR) where he ran the membership for 8 years and grew it from 9,500 venues to over 23,500 by 2015 with big multiple groups like Stonegate Pubs, Greene King, Mitchells and Butlers, JD Wetherspoon, Punch Taverns, Admiral Taverns, EI Group. Casual dining groups like Carluccios, TGI Fridays, Cote, Byron and late-night groups like Deltic, Living Ventures, Ministry of Sound to name a few. The last 5 years Matt has been a hospitality consultant working with various brands in the on-trade and growing to over a dozen clients.

Commercial Director

Rupert Culme-Seymour

Rupert’s hospitality sector experience has been gleaned over a career spanning 22 years to date. Rupert enjoyed 19 years in the Brewery sector with the mergers & acquisition of Courage to Heineken UK, his career spanned roles in supply chain, sales capability and On-Trade sales leadership. Rupert went down the Trade Association route and as Chief Operating Officer he assisted the merger of The Association of Multiple Retailers (ALMR) and the British Hospitality Association (BHA) to form UKHospitality with over 65,000 venues in membership. Rupert developed further skills and experience in the Occupational Health & Wellbeing sector before becoming an ILM endorsed Leadership Coach & Institute of Hospitality Member & Mentor with his own consultancy business.

Graphic Designer

Adam Carnell

Adam has a passion for transforming the ordinary into the extraordinary through design. Having achieved a BA First Class Honours Degree in Graphic Design from De Montfort University, Adam went on to become a full-time freelance designer.  With talented skills in branding, brand packaging, web and graphic design Adam has built up an amazing portfolio enabling brands such as Desperados, MyMatcha Tea and our more recently our client Singolo Wines to achieve their design visions, professionally and successfully.

Business Development Consultant

Sammy Sadek

Sammy has had very successful career in the On-Trade helping grow ChargedUp from 200 venues when he was their first full-time sales team member to their current 3000 venues in just 18 months. Before he joined ChargedUp he was a Sales Manager for one of London's leading vending companies and was their top salesman for 18 months in a row. His passion to learn and energy coupled with the outside of the box approach to tackle sales is really going to help our the team stay on our toes and moving. He spent time in both Mexico & Spain studying & working in start ups helping with their sales and business development strategy. Giving him insight into different markets.

Marketing Executive

Jess Newall

Jess is an entrepreneurial graduate with a BA in Business and Management from Oxford Brookes University. She has a passionate and creative approach to new opportunities and is always seeking out new ways to be more productive with her time. As part of her degree she completed a year in industry as a Marketing Assistant for Hyve Group Plc. This role equipped her with invaluable marketing experience and entrusted her with a plethora of accounts within the company across all social media platforms. Her previous roles also include acting as Head of Social Media and Sales for Simply Ice Cream and carrying out two years’ worth of event planning experience with Mama and Co, as Events Assistant for music festivals such as Wilderness and Lovebox. Jess believes in the power of Marketing and Social Media, and the platforms that they provide to companies in order to promote and elevate their business to the next level. She views social media as a tool of empowerment, and the solution to the ever-changing challenges that businesses face in today’s climate.

Sales Consultant

Barrie Sly

Barrie has over 23 years’ experience in the UK drinks industry with some of the major brands starting his career with Coca-Cola Enterprises in 1997 in various sales development positions for 8 years.  Barrie has held customer development roles with Molson Coors and Heineken, with the latter looking after the premium brands within the high-profile London Hospitality Groups. Agreeing and implementing Heineken sponsorship of Henley Royal Regatta, Hennessey Gold Cup and Cowes Week to name a few. Barrie joined Fentimans in 2010 where he was instrumental in growing the sales team on a national level and managed the big national pub and bar groups.  In 2017 Barrie joined Global Brands, in his time there he redeveloped the South Region and helped it grow exponentially, he also developed his personal skills further by completing a 2-year CMI Diploma in Management and Leadership.

Business Development Consultant

Donna Kibby

Donna has over 16 years sales experience, starting her career within the brewery sector in 2004 working for Anheuser-Busch (Budweiser); here she covered an array of On-trade customers across the South West, including national accounts, independents and leased. When Anheuser-Busch merged with InBev UK she moved into a role specifically within the leased pub sector, gaining experience within Punch Taverns & Enterprise Inns. Donna joined Britvic soft drinks in 2009 as a Customer Development Manager, growing sales within the leisure sector across both direct sales and working with local vending suppliers. For the past 6 years Donna has worked at Brakes where she has gained knowledge of the foodservice industry. Beginning in the higher education sector, working with TUCO & NUSSL customers, she enjoyed significant growth by developing mutually beneficial relationships and partnerships within several prestigious London universities, including Imperial College and King’s College to name but a few. After just 2 years, Donna was promoted to National Account Manager where she was responsible for a significant portfolio which included Nuffield Health, Care UK and Four Seasons. Donna is a passionate, successful and motivated sales individual who prides herself on her ability to build relationships and partnerships with her customers.

Business Development Consultant

Liz Killick

Liz began her 30-year career in the wine industry as a sales representative at Remy Martin. after which she was headhunted by BRL Hardy. She was quickly promoted to the position of National Account Manager, where she was able to hone her skills in sales. She has since represented Stratford Wine Company, Kingsland Drinks, and BBS Wine Importers, for whom she has managed regional accounts. Throughout her career, Liz has gained valuable experience that helps her to develop strong and lasting relationships with clients. Liz prides herself on a proactive and driven approach to sales that ensures a consistently high level of customer satisfaction. She is adept at growing territories from a small base into a successful region, and she enjoys distributing new and innovative products.

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.

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.

Visit the website!Subscribe

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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Institute of Hospitality

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Client Testimonials


Ever since we started working with Matt and On-Trade Consultancy they have shown their strong knowledge of the industry and their extensive contact list within it. OTC are always keen to align with how Bowimi are looking to grow and make sure to be strategic in who and when to approach new accounts to maximise chances of success.

Dom Bowcock

Co-Founder, Bowimi


Matt Steinhofel and On-Trade Consultancy have an in-depth understanding of the hospitality industry and a vast network of industry shapers which has proven very useful in allowing ChargedUp grow and maximise the success of our strategic efforts. They’ve allowed us reach new accounts and place our services in some key locations.

Hakeem Buge

Co-Founder, ChargedUp


Matt and his team combine years of industry experience with an exceptional network of decision makers right across the on trade, from small to large groups. Their professional approach makes it easy to track progress that is being made and help navigate a complex landscape.

Charlie Crawley

Co-Founder, Freestar

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