Award-winning drink wholesaler the toast of Crickhowell

Drink wholesaler The Cellar Drinks Company was the toast of Crickhowell after adding another Powys Business Award to its collection.

The company, which won the Micro Business Award last year, this time collected the Small Business Growth Award, sponsored by EDF Renewables, at the ceremony held at Dering Lines, Brecon.

Showcasing the diverse range of successful enterprises in the county, Powys Business Awards are organised by Mid Wales Manufacturing Group (MWMG) with support from sponsors.

Specialising in selling beers, ciders, wines, spirits and soft drinks to the licensed trade, The Cellar Drinks Company is owned by Rhys and Chyrelle Anstee who purchased the business in January last year.

Despite coinciding with the pandemic, which severely disrupted the hospitality industry, the company has grown exponentially. Profits have increased whilst expenditure has reduced by streamlining processes and increasing efficiency.

Revenue has grown by more than 25% as a result of launching an ecommerce website and forging partnerships with three major UK brewers, providing access to a huge range of brands.

The company, which now has 11 employees, has increased its customer base from an initial 50-mile radius to the whole of Mid and South Wales. The target market has expanded from pubs, bars and restaurants to now include high-profile, large-scale events.

A new sales development manager has been recruited and more delivery drivers are being sought as the company continues to expand.

Adapting to changing market requirements, The Cellar Drinks Company has invested in an online ordering app which allows customers to order, browse all products, create shopping lists and view past orders.

Rhys is a former director of Glamorgan Brewing Company while Chyrelle has more than 20 years’ experience working in the digital industry. They are combining this experience to drive their business forward.

“As business owners, we are beyond proud of what we have achieved so far and this continues to motivate us to pursue further growth,” said Chyrelle. “Rhys has the knowledge and connections in the drinks industry and I add technology to the mix. We are a good team.”

Rhys added: “We are thrilled to win an award for the second year running and our success is down to the hard work of the team who have made it happen. These awards are amazing for showcasing businesses of all sizes.”

Powys Business Awards judges said they were impressed by the company achieving ambitious profitable growth targets despite the pandemic impacting the hospitality sector. 

“The Cellar Drinks Company has managed this growth by reinvesting profits and coming up with fresh ideas to increase market share and to simplify the ordering process,” they added.