What does a buyer actually want to see from a drinks brand?

Rom is joined by Michael Williams, Senior Soft Drinks Buyer at Co-op at this year’s Mixer, held at the Ministry of Sound. He has a background in FMCG commercial and category roles, and he explains how buying decisions really get made in convenience retail.

We cover data versus story versus gut instinct, why getting the listing can be the easy part, and why founders should lead with what’s in it for the buyer.

Michael also talks about the risks buyers take, how Co-op’s wider team can support a brand, and why a bad approach, like going above the buyer’s head, can backfire. Also, don’t send him 26 emails.

If you’re a challenger brand, a founder or anyone trying to get a product onto shelf, this is a practical look behind the buyer’s desk.

In this episode

• What makes a buyer take notice when a brand gets in touch

• How buyers balance data, story and gut instinct

• Why getting the listing is only half the job, and how to “launch and love, not launch and leave”

• How challenger brands can use their agility, social media and retailer support to drive rate of sale

• Why going above the buyer is a turn-off, and how to bring the whole retail team on board

• What founders should do in a five-minute meeting (hint: lead with the “we”, not the “me”)

• Whether buyers play it too safe on innovation

• Functional drinks, hydration and no and low: where the white space is

• Why shoppers can’t find themselves on the shelf, and why “world foods” isn’t the answer

• How Raising the Glass is setting up a retailer advisory group to drive supplier diversity

Want more? Check out our episode with David Beardmore, who talks about what Tesco look for in new brands https://creators.spotify.com/pod/profile/raising-the-glass-podcast/episodes/From-Shelf-to-Soul---what-retailers-are-looking-for-in-new-drink-brands-e3ch8i7

https://www.linkedin.com/in/michael-williams-16264377/

https://raisingtheglass.co.uk/

https://www.linkedin.com/in/rebecca-oliver-mooney-65730614/

Podcast production by https://www.gingerwizard.co.uk/

Why are women still not safe at work and in public? Why does gender equality still feel so far away? Why are women still underrepresented in politics and business? And what needs to change to make the workplace genuinely inclusive?

Rom talks to the amazing Helen Pankhurst and Anita Iwugo about why we’re still searching for the answers for these questions, even in 2026.

Helen Pankhurst carries one of the most recognisable names in the history of women’s rights, she is the great-granddaughter of Emeline. But this conversation is less about looking backwards and more about what still needs to change.

Helen talks about growing up with the Pankhurst name, the difference between a famous surname and a responsibility to continue the work, and why the fight for equality is far from finished.

Anita helps companies update their workplace culture and makes sure they use AI technology safely and fairly. People know her well for her leadership roles in making workplaces more diverse, fair, and welcoming for everyone.

They both talk about Centenary Action, the campaign for greater political representation, Section 106 of the Equality Act and the possibility of a gender-equal Parliament.

There’s also a look at what the next generation should inherit, including the freedom to walk into a boardroom, Parliament or a bar and simply feel that they belong there.

In this episode:

• Women’s rights, equality and political representation from the 1920s to the 2020s

• Centenary Action and the campaign for a gender-equal Parliament

• Section 106 of the Equality Act

• Women’s safety in drinks, hospitality and retail

• Female-founded drinks businesses and access to investment

• Alcohol, masculinity and power

• What equality could look like for the next generation

Raising the Glass brings together people shaping the drinks industry and the wider conversations around it from business and leadership to culture, inclusion and the future of drinks. Join us: https://raisingtheglass.co.uk/

LINKS

https://centenaryaction.org.uk/

https://www.pankhurstmuseum.com/

Podcast production by: https://www.gingerwizard.co.uk/