EzTenda expands London presence

Digital platform EzTenda has partnered with two London venues, Karma Sanctum Soho Hotel and Peckham Levels, to expand their spirits menus.

Founded in October 2022, EzTenda helps brands bid on bar listings.

Pronounced ‘easy tender’, the company does this through an ‘eBay-style’ system of tenders and bids.

Thanks to EzTenda, Buffalo Trace Bourbon will now be served at Karma Sanctum, a boutique hotel in Soho. At Peckham Levels, a food and drink hub in a converted car park in Peckham, the brand has facilitated the introduction of Brixton Gin onto the menu – which, it says, “aligns seamlessly with Peckham Levels’ commitment to sustainability”.

Brixton Gin is served through bag-in-a-box packaging.

Previously, EzTenda has partnered with other London venues to ensure the availability of a wide range of drinks brands on their menus, including PopGolf and Ping Pong Dim Sum.

Beyond negotiations, EzTenda said it also offers ‘crucial brand support’ and crafts ‘distinctive customer experiences’.

Recently, the company looked into how brands won tenders when negotiating listings with hospitality venues.

Its data showed that brands are moving away from traditional retrospective discounts (retros) and toward marketing spend.

On the findings, Sam Showering, founder of EzTenda, said: “Our data is a crucial resource for brands, offering insights that can shape future strategies and adapt to the evolving preferences of the market.

“By understanding these trends, businesses can make data-led decisions, aligning their offers with what truly resonates in today’s competitive marketplace.”

Last year, EzTenda launched in Australia and Spain – broadening its reach outside of the UK. Ian Mason (general manager for Australia and New Zealand) and Tiago Amorim (general manager for Spain) spoke to the The Spirits Business about how the company is improving.