Once seen as a temporary fix or a fallback option, freelance work in the drinks industry is quickly becoming a smart, strategic choice, for both businesses and professionals.
Whether it’s a startup distillery launching its first brand, a marketing team gearing up for festival season, or a legacy drinks company testing a new market, the need for agile, project-specific expertise has never been greater. Freelancers, or consultants, contractors, interim hires, however you frame them, offer exactly that.
So when does freelance make sense?
The most obvious scenario is for short-term or seasonal needs. Think pop-ups, festivals, product launches, or holiday surges. Hiring someone permanently for a three-month spike isn’t practical, but bringing in a seasoned freelancer who can hit the ground running? That’s a game-changer.
But freelance isn’t just for short bursts. Increasingly, drinks brands are turning to freelance professionals for high-impact strategic work: brand development, export strategy, packaging redesign, sustainability audits. These aren’t low-level tasks, they’re critical moments where outside perspective and specialised skills can elevate a business without the long-term overhead.
Freelance also makes sense when your team is in flux. Maternity covers, staff sabbaticals, or a sudden departure can leave a leadership gap. A skilled interim hire can provide continuity without rushing into a long-term commitment.
For candidates, freelance offers its own appeal. It allows experienced professionals to stay flexible, build a diverse portfolio, and often, let’s be honest, earn more. It also gives rising talent a way to try different areas of the industry before committing to one path.
Of course, there are challenges. Freelance work still suffers from patchy pay practices, unclear scopes, and companies expecting “employee energy” without the benefits. On the employer side, it’s essential to set clear deliverables, agree on fair terms, and treat freelancers as partners, not stopgaps.
Ultimately, a flexible workforce is not a compromise, it’s a competitive edge. Drinks businesses that embrace freelance talent aren’t being scrappy. They’re being smart. And in a market that’s constantly shifting, that agility is often what separates the brands that lead from those that lag.
