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Eztenda to help brands bid on bar listings

A new digital platform has launched to help negotiate listings between drinks brands and hospitality venues.

Eztenda founder
Sam Showering (pictured left) is the founder of Eztenda

Sam Showering, an entrepreneur from the family behind drinks brands Baycham and Brother’s Cider, founded Eztenda in May 2022.

Eztenda, which is pronounced ‘easy tender’, aims to help hospitality venues and drinks brands secure listings through an ‘Ebay-style’ system of tenders and bids.

It is described as an ‘easier and more effective option’ for both parties, instead of agreeing on listings in person.

The digital marketplace aims to given venues more choice and access to better support, while brands can benefit from a ‘more efficient’ way to gain listings.

Showering said: “Unprecedented times make the old way of brand-led drinks sales unsustainable. The process needs to be reimagined for the digital age, and Eztenda does exactly that.”

The company noted that listings often come with brand support in the form of retros, listing fees and marketing support. Eztenda seeks to facilitate these negotiations while bringing ‘much-needed transparency’ to the process.

Hospitality venues can sign up to the platform and post tenders for free.

Brands can then bid on these tenders, providing information about cost, volumes and brand support, as well as supplier information.

Venues can communicate with brands via the platform, and request samples if necessary. They can then rate bids via their dashboard on the site.

Once a bid is chosen, a PDF agreement is sent to both parties. Venues are responsible for procuring products from the agreed suppliers, and can keep track of brand support on the Eztenda site.

When a bid is won, venues pay a percentage of the estimated tender volumes multiplied by the price of the product paid by the venue.

The platform has signed several hospitality companies to date, including Stonegate, Firmdale, M Restaurants, JKS Restaurants and Simmons Bars.

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