Write a three-step pitch sequence to a local pub or bar, with a line for the buyer, one for the bar staff and one for the drinker, from your own beers and terms

SIBA's 2025 report says independent brewers cannot sell to, on average, 60% of the pubs local to their brewery, and 79% of members said the main barrier was a lack of access to beer lines. A better pitch will not open a tied bar, but it can make the venues that are open to you easier to say yes to. One broker's 2019 guide says to sell your beer three times: to the decision maker, to the bar staff who sell it and to the drinker who buys it. AI can turn your own facts into a short first email, a follow-up and a one-page sheet for the bar team. You decide every price, term and claim. AI does not work out margins or discounts, and the official alcohol-marketing bodies, not AI, decide what you can say about a drink.

An AI chat tool you already use, then your own email, spreadsheet or word processor (no customer, venue-staff or HMRC account details ever go into the AI tool)

Steps

1. Sort the venue by type before you write. The broker's guide describes independent free-trade outlets (no more than 3 outlets and free of ties), larger leased and tenanted estates (where the deal is done at head office), small and medium operators, managed outlets with a buying department, and wholesalers. Write down which type this is, and for a pub that buys through a wholesaler note the wholesaler's name, because the guide says to know who it is before you go direct to the decision maker. If the pub is tied, ask the manager what they can buy rather than assuming.
2. Write your facts in plain words: the two or three beers you would put forward (name, style, ABV as printed on your label, pack formats), what you can supply (delivery area, minimum order, lead time) and your price list as you set it. Leave any price or term you have not decided as [PRICE] or [TERM].
3. Paste the facts into the prompt. The AI returns three things: a first email of about 120 words to the buyer, a second short email you send if there is no reply, and a one-page sheet for the bar staff (what each beer is, how to describe it in one line, how to pour and serve it only if you have given those facts). It also writes one 25-word line for a table card for drinkers.
4. Read every line against your own facts and against the Portman Group Code and CAP Code section 18 pages (for anything the drinker will see), then send. For a business email to a sole trader or some partnerships, read the ICO's electronic mail marketing page first, because they are treated as individuals; a company can be emailed, and the ICO says its page is under review.
5. Keep a simple log (venue, type, date sent, reply, next step) so the follow-up job on this page starts from facts, not memory.

The exact prompt

I run a small independent brewery in the UK. I want to pitch a local pub or bar for a tap or listing. Below are my own facts. They contain no names, phone numbers or email addresses.

Task: write (1) a first email to the buyer of about 120 words, friendly and direct, that says who we are, which beers we suggest, what we can supply and one clear next step (a sample or a call); (2) a second email of about 60 words to send if there is no reply, that adds one new fact and does not nag; (3) a one-page sheet for the bar staff with a heading for each beer and one plain line each, using only the serving and tasting facts I give; and (4) one table-card line of about 25 words for drinkers. Use only my facts. Do not add awards, quotes, sales figures, claims about other breweries or any claim about a venue's customers. Use the blanks [BUYER], [VENUE], [MY NAME], [PRICE] and [TERM] where I have not given a fact.

RULES FOR THIS CHAT: I will give you only my brewery's own facts, beers, prices, terms and dates. I have not included, and will not include, any customer, venue staff, drinker or employee name, phone number, email address or personal detail, and no HMRC login, reference number, bank or account detail. Do not ask for any, and do not invent any: use roles and blanks such as [BUYER], [VENUE] and [MY NAME]. Do not do arithmetic: copy every price, ABV, volume, date and figure exactly as I typed it, and never work out duty, VAT, a margin or a discount. Do not make any claim I have not given you: no award, health, mood, performance, social-success or strength claims, nothing that would appeal to under-18s, nothing that urges anyone to drink quickly or heavily, and never say that anything complies with a code, the law or HMRC's rules. If something is unclear write [FOR ME TO DECIDE] instead of guessing.

VENUE TYPE: [PASTE: for example independent bar, tenanted pub, small group, wholesaler]
MY BEERS AND TERMS: [PASTE]