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/

In some places the language around diversity, equity and inclusion is changing, but the people, culture and issues aren’t.

Celeste Warren has so much to share. From her childhood lessons from her parents about overcoming obstacles, her own route from radio and television into a career in HR, leadership and organisational development.

She talks to Rom about the things that matter most in a workplace often come down to something surprisingly straightforward: understanding people properly.

We talk about the difference between equality and equity, and why giving everyone the same thing doesn’t necessarily give everyone the same chance. Her “rocks and fence” analogy makes the point brilliantly: some people are starting with very different obstacles in front of them, and pretending those obstacles don’t exist doesn’t make them disappear.

It comes down to leadership. Know your people. Meet them one-to-one. Understand their strengths, ambitions and barriers. Build trust. And make your organisation’s values visible in the way you recruit, develop, manage and reward people.

In this episode:

• Why a career change can sometimes be the thing that unlocks the right one

• Why meritocracy doesn’t work properly without equity

• What happens when companies quietly retreat from DEI language

• The changing expectations of Gen Z in the workplace

• Why inclusive leadership is ultimately about helping people do their best work

LINKS

Celeste: https://www.linkedin.com/in/celestewarrenllc/

https://crwdiversity.com/

Raising the Glass: https://raisingtheglass.co.uk/

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

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

Anne Jones spent over 20 years at Waitrose. Then she left it to build Limestone and Jones, a sustainability consultancy that refuses to sit in one box.

On the latest episode of the podcast, Anne talks about what career change actually looks like once you strip the polish off it. The uncertainty, the false starts and the years spent tryingto force something to work before you admit it won't. They also discuss the part almost nobody talks about openly, the art of rebuilding your confidence when you no longer have a big corporate name behind you.

What happens when the reason for starting a business matters more than the product itself?

For Naomi Partridge and Holos, kombucha was never the end goal. It was simply the best way to build something that could create lasting opportunities for women who have survived exploitation and trauma.

Naomi talks to Rom and shares how Holos Kombucha has grown with purpose baked into every decision, from hiring and supply chains to future ambitions. Find out what it really means to be a purpose-led business and why consumers are getting better at spotting the difference between real purpose and PR.

In this episode:

• Why Holos Kombucha exists beyond selling drinks.

• Turning a life-changing experience in Cambodia into a business with impact.

• Building employment opportunities for survivors of exploitation.

• Why purpose has to run through a company like words through a stick of rock.

• Balancing commercial success with meaningful social impact.

• Creating products people genuinely want not just products with a good story.

• The role customers play in demanding better from brands.

• Why purpose isn't some words on a whiteboard, it’s an entire operating system.

LINKS

• Holos Kombucha: https://holoskombucha.com/

• Naomi Partridge on LinkedIn: https://www.linkedin.com/in/naomipartridge/

• The Sophie Hayes Foundation: https://www.sophiehayesfoundation.org/

• Raising the Glass: https://raisingtheglass.co.uk/

• Rom on LinkedIn: https://www.linkedin.com/in/rebecca-oliver-mooney-65730614/

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

Know someone who mansplains? Know someone who thinks their point of view is the ONLY point of view? Know someone who thinks they know equality inside out because they commissioned your work’s International Women’s Day social media output?

Sit them down, hand them some earbuds and get them to listen to this episode.

Rom talks to Jeremy Stockdale, founder and CEO of Y.Lead. He’s a leadership strategist, speaker, and advocate for inclusive leadership and gender equity.

After more than 20 years in banking, Jeremy found a new purpose: helping organisations create cultures where people can thrive. They explore why looking at the opposite view really helps you understand why they hold the views they do and what you can do about it, they talk about mansplaining, hepeating and manterrupting and why a cupcake and an awareness day don’t really cut it when it comes to changing behaviour.

In this episode

Jeremy shares the turning point that transformed his perspective on gender equity, sparked by reading Everyday Sexism and Invisible Women. The conversation explores the gap between good intentions and meaningful action, why performative allyship falls short, and how leaders can build workplaces where inclusion becomes part of everyday culture.

They also discuss the influence of social media, the rise of the manosphere, and why critical thinking, empathy, and curiosity are more important than ever in modern leadership.

You'll learn about

• Jeremy's journey from senior banking leader to founder of Y.Lead

• The experiences that reshaped his understanding of gender equity

• Why curiosity is the foundation of effective allyship

• The difference between performative allyship and meaningful action

• Building inclusive cultures that support people through every stage of life

• The connection between gender equity, culture, and business performance

• The impact of the manosphere on younger generations

• Everyday workplace behaviours such as interruptions, mansplaining, and "hepeating"

• Practical ways leaders can create more equitable meetings and workplaces

LINKS

https://www.linkedin.com/company/yleaduk/

https://www.linkedin.com/in/jeremy-stockdale/

Mansplaining flowchart: https://www.bbc.co.uk/worklife/article/20180727-mansplaining-explained-in-one-chart

https://raisingtheglass.co.uk/

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

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

How do challenger brands break into UK grocery?The UK grocery market is more concentrated than most founders realise. Just 3% of businesses generate almost 87% of all grocery sales, leaving thousands of challenger brands competing for the remaining share.

So how do UK grocery challenger brands break through?

In this episode, Miranda Ballard from NielsenIQ shares the data behind UK grocery performance and explains what retailers actually look for when deciding which brands deserve shelf space. From repeat purchase and distribution to retailer ROI and private label partnerships, this conversation is packed with practical insights founders can use immediately.

Whether you're preparing for your next retailer meeting or planning your growth strategy, this episode will help you understand the metrics that matter, and how to use data to build confidence.

In this episode, we cover:

• Why the UK's grocery market is so heavily concentrated, and what the "13% Club" really means

• Understanding retailer priorities gives challenger brands a competitive edge.

• How challenger brands can win in a market dominated by major manufacturers

• Why private label isn't always the enemy (and how to collaborate successfully)

• The retailer metrics that matter most: distribution, repeat purchase, incrementality and ROI

• How to use DTC and social media data to strengthen your retail story

• Why confidence in your numbers is one of your biggest competitive advantages

• Distribution only matters if your product sells once it's on shelf.

LINKS

NielsenIQ https://nielseniq.com/global/en/

Miranda Ballard https://www.linkedin.com/in/miranda-m-ballard/

https://raisingtheglass.co.uk/

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

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