Where every sip

tells a story

Introducing the First Sip Group Difference

Our mission.

We're rebels with a cause: on a mission to shake up the beverage scene by matchmaking the best independent beverage brands with the greatest venues and outlets across Australia.

Why us?

Meet Rylee Martin, the visionary behind First Sip Group. With a proven track record in national sales distribution at Dan Murphy's, driving success at Heaps Normal, and contributing to sales at Pernod Ricard, her expertise is unparalleled.

Rylee's global perspective includes managing international sales both within and beyond Australia.

Now she’s committed to transforming the Australian beverage landscape, she dedicates herself to propelling early-stage brands, fostering product development, and implementing sustainable field sales strategies.

Join us at First Sip Group, where we've already empowered many startup beverage brands with their Go-To-Market (GTM) strategies and distribution. FSG - where innovation, collaboration, and growth meet seasoned international industry know-how.

Let's shape the future of the global beverage industry together.

Matchmaking the beverage industry

We scope the market landscape to find growing categories and trends and then work with brands ready to dominate their category. We help those brands elicit fast market feedback, connecting them with our little (gigantic) black book of contacts in the on premise and retail space and we manage their distribution with our in-house sales team who connect the right brands with the right venues and retailers.

Who we help.

  • New brands

    If you’re an up and coming beverage brand seeking support with your Go-to-market, field sales, positioning, merchandising, pricing and more. We’ve got your back with over 18 years experience in sales, growth and product - our team will support you every step of the way.

    I'm a brand

  • Retailers

    We work with independent retailers to help them discover new and innovative brands with low risk. We support your ordering through a range of wholesale suppliers including Paramount, ILG and ALM to give you fast effective ordering. We support you with better margins, tasting and sampling opportunities and promotional ideas to help you grow.

    I'm a retailer

  • Venues

    We work with a range of on premise venues to help you find more cost effective pricing. Thinking of updating your speedrails? Adding to your non-alcoholic offering or elevating your beer and cocktail menu? We’ve got something to support your needs.

    I'm a venue

  • Events

    We work with a range of catering events and large scale outdoor events to help you find new trending brands at affordable prices with stock on hand. We can support large scale festivals, offer free beverage sampling and more just ask us how.

    I've got an event

How we help brands?

We’re revolutionising the industry, often fraught with red tape and requiring huge bargaining and negotiating power. We help brands find their point of difference and win in their category to drive growth and brand awareness whilst also getting super important market feedback in the process. We’re focused on:

  • By becoming an educational hub, First Sip Group aims to equip both established players and new entrants with the knowledge and strategies needed to thrive in this dynamic field.

  • We’ve got localised state distribution teams supporting you across national and independent retail accounts as well as all on premise venues. We establish flagship accounts and venues to help set you up for success.

  • Our team aren’t sales managers, we’re business managers because we’re focused on showcasing and elevating brands and matchmaking them with retailers and venues based on their clientele and market needs.

How we help retailers & venues?

We work with venues and retailers to help them stay ahead of market and category trends; de-risking them of stock that won’t move by introducing them to only the best independent brands available in Australia. Supporting local indie brands has never been easier with the support of First Sip Group.

  • Let us help you find the next best thing in beverages. Stay on our email list and be in the know for top of market and category trends with FSG leading the way curating only the best!

  • We can work with you and our brands to provide Point of Sale merch, giveaway items, competitions, shelf wobblers, host tasting events and more so you can easily promote new brands.

  • We’re here to help our brands grow by helping you increase sales and margin where possible. We liaise with brands to give you the best offers and promotions to stock and sell products - always.