Sellar, the leading B2B ordering platform for craft drinks, has launched a buy-now-pay-later solution for UK drinks buyers that also guarantees payment for suppliers.

Sellar Credit gives eligible trade customers generous end-of-month plus 30 day credit terms to use across all participating suppliers on Sellar. Each order they place using their Sellar Credit tab is then billed in one monthly invoice at the end of the following month with no fees.

COO of Sellar, Matt Pritchard, said: “Is there a world where the supplier gets paid in-full, upfront, and the buyer gets as long as possible to pay? We’ve now made this possible.

“The exciting thing about Sellar Credit is that with the collective volume of breweries together we have made it possible to bridge that gap.”

Since Covid, many breweries stopped offering credit terms, or significantly shortened the generosity of the terms they offered. On Sellar, 60 per cent of buyers have been given pro-forma terms, meaning they need to pay up front, and of those that get credit terms, two thirds of these agreements are less than 30 days.

From Sellar’s buyer research they learned that accessing credit terms for buyers is an extremely important factor in making their buying decisions and managing cash flow. 84 per cent of trade buyers who use Sellar said they would be more likely to order from a supplier that offers at least 30 day credit terms.

Julian Bourne, CEO of Sellar added: “Since we started Sellar back in 2020, breweries have always told us about the pain point of getting paid on time, sometimes if at all. Payments in the craft drinks industry were already broken, then when Covid hit, hospitality experienced a cash-crisis. A challenge our industry is still facing.”

Sellar is truly unique, dubbing itself a “marketspace” because they are not a wholesale distributor and they do not take a cut out of every order, like a traditional e-commerce marketplace would.

This means that buyers benefit from direct relationships with their suppliers and purchasing at their usual, agreed prices. However, they have historically received an invoice for each individual order on Sellar. Sellar Credit transforms this with all their orders now consolidated into one monthly invoice.

Sean Longe, owner of AutoBrew in Birmingham said: “I can really see Sellar Credit helping with cash flow and saving time by having all invoices combined into one, instead of dealing with each one separately.”

The problem of delayed payments is not new nor unique to any one brewery. When speaking to Good Beer Hunting in 2019, Andy Parker the founder of Elusive Brewing in Berkshire said: “When I look at what we’re owed, it’s usually about a month’s revenue that’s overdue. Often it’s an oversight, but that does wear pretty thin on the second or third time of chasing—it becomes obvious they either don’t have the money or they’re stalling.”

Similarly, Paul Jones, founder of Cloudwater Brew Co in Manchester, shared the financial strain caused by delayed payments: “Early on, one supplier was months late paying £15,000…That kept me awake for months; we were flying so close to the wind it was untrue.

“My ability to put our profit to use, fund new equipment, and better support my staff is still massively impaired because we don’t reliably know when and sometimes if we’re going to be paid.”

Sellar Credit represents a transformational solution for UK craft drinks businesses—improving cash flow, ensuring timely payments, and reducing financial risk for small producers. By offering flexible credit terms, consolidated invoices, and eliminating uncertainty around payments, Sellar Credit enables breweries to reinvest, grow, and thrive without cash flow constraints, the company said.