The verdict in three sentences
A brewery taking 2,100 orders a month by text spends dozens of hours re-keying, calling back and fixing mistakes. A B2B ordering portal built for pubs and restaurants, with keg and cask tracking, ordering windows tied to delivery runs and Direct Debit, puts the team back on brewing and selling. The most underestimated gain is usually lost kegs, which tie up a lot of cash.
What text-message ordering really costs
The typical case: a 12-person craft brewery in London, around fifteen core and seasonal beers in 30-litre kegs, firkins, bottles and cans, 280 venues served by its own vans over three delivery days (central, east and south London). Orders arrive by text, WhatsApp, phone and sometimes at the bar during delivery. In the evening, someone types it all into the invoicing software, then calls back the venues whose messages were unclear about format or quantity. On a busy Friday before a sunny weekend, that backlog can reach 150 orders.
| Indicator (2026 estimate) | Orders by text | B2B portal |
|---|---|---|
| Entry time per order | 3 to 5 minutes | 0 (30-second check) |
| Errors (product, quantity, format) | 4 to 6% | under 1% |
| Orders missing the run cut-off | 10 to 15% | blocked by the calendar |
| Visibility of kegs at venues | rough | inventory per venue |
| Kegs lost or not returned per year | 5 to 10% of fleet | 1 to 3% of fleet |
| Time to cash | 30 to 45 days | at order or 15 days |
Brewery-specific features
Keg and cask tracking. Every container delivered is assigned to the venue; every return is logged by the driver on a phone. The portal shows each customer how many kegs they hold and the deposit due. A stainless 30-litre keg costs around GBP 80 to 130 to replace: on a fleet of 1,500 kegs, each point of loss hurts.
Delivery runs. Customers do not pick a random day: the portal only offers their area's delivery days, with an order cut-off (for example noon the day before). Orders feed the run sheet and van loading plan directly.
Catalogue per venue. Beers available on draught vary by season and by the venue's dispense setup. Prices reflect discounts, tied-supply or listing agreements and minimum orders.
Payment. Two methods cover most customers: Direct Debit at order for new accounts, Direct Debit at 15 days for established ones.
| Module | Indicative effort | Value |
|---|---|---|
| Catalogue and pricing per customer | 2 to 3 weeks | essential |
| Delivery run calendar and cut-off | 2 weeks | essential |
| Keg and cask tracking (driver app) | 3 to 4 weeks | essential |
| Direct Debit and mandates | 1 to 2 weeks | essential |
| Invoicing software connector (Xero, QuickBooks) | 2 to 3 weeks | recommended |
| Reorder suggestions from history | 2 weeks | nice to have |
| Alcohol duty reporting support | 1 to 2 weeks | nice to have |
Budget
SaaS drinks ordering tools cost roughly GBP 120 to 500 per month, but detailed keg tracking and own-fleet delivery runs are often limited. At Kolonell, a custom portal sits in the simple tier from 2,500,000 to 4,000,000 FCFA (3,810 to 6,100 EUR) for catalogue, accounts and runs, the medium tier from 4,000,000 to 7,000,000 FCFA (6,100 to 10,670 EUR) with keg tracking, a driver app and Direct Debit, and the complex tier from 7,000,000 to 15,000,000+ FCFA (10,670 to 22,870+ EUR) with multiple depots, third-party wholesalers and production forecasting. Anything else is priced in the quote.
Mini case study
Tom, co-founder of a craft brewery in London, receives 2,100 orders a month, keyed in at 4 minutes on average, and runs a fleet of 1,500 kegs, 8% of which vanish each year.
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- Entry avoided on 85% of orders: 1,785 x 4 min = 119 hours per month.
- Keg losses cut from 8% to 2%: 90 kegs saved a year x GBP 100 = GBP 9,000 per year.
- Time to cash cut from 40 days to 12 days on about GBP 80,000 of monthly invoicing: nearly GBP 75,000 of cash released.
A medium-tier project pays back in under a year from recovered kegs and removed data entry alone.
FAQ
Will pubs really order online?
If the portal is faster than a text, yes: a repeat order takes two clicks. Typically 60 to 70% of accounts switch within 3 months, especially if texts are still accepted but processed last.
How does the driver log kegs?
With a web app on the phone: scan the code or engraved number, or enter the count collected. It takes under 30 seconds per drop.
Will licensees accept Direct Debit?
Yes, if the schedule is explained. Collection 15 days after delivery suits most established accounts, with failure rates often under 1%.
Can we also sell to bottle shops and delis?
Yes, as accounts with a bottle and can catalogue and courier delivery outside the run area.
How long to go live?
Allow 10 to 14 weeks for the medium tier, with a pilot on 30 venues before full rollout.
Let's scope your project. Tell us your account count, delivery runs and keg fleet, and we will scope a working portal before beer garden season. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
