How to Become a Functional Drink Distributor in Europe

Step 1: Identify Your Market and Channel

The most successful functional drink distributors start with a clear target: a specific geography (a city, a region, a country) and a specific channel (gyms, health food retail, online, hospitality). Starting broad is a common mistake — starting focused lets you build expertise and reputation faster.

Step 2: Establish Your Business and VAT Registration

You'll need a registered business entity in your target country and a VAT registration number to benefit from EU Reverse Charge VAT on purchases from Nordic Refreshment. Without a VAT number, you'll be invoiced with local Swedish VAT (25%), significantly increasing your cost basis.

Step 3: Understand Storage Requirements

Functional drinks require different storage conditions depending on the product. NOCCO cans are ambient (room temperature). Barebells milkshakes are best kept refrigerated. Vitamin Well is ambient. You'll need appropriate warehouse or cool-room space matched to your product mix.

Step 4: Build Your First Accounts Before You Order

The most common mistake new distributors make is ordering stock before they have committed buyers. Line up your first 3–5 accounts — gyms, health stores, offices — before placing your first wholesale order. This gives you visibility on demand and prevents cash being tied up in slow-moving inventory.

Step 5: Place Your First Order and Establish the Supply Cycle

Start with a conservative mix of bestsellers — Carnival and Focus Cola NOCCO, Defence and Elevate Vitamin Well, Caffè Caramello Barebells. Review sell-through rates after your first month and adjust your order mix and frequency from there.

Margins and Economics

Typical distributor margins for functional drinks in Europe range from 20–35% on wholesale cost, with retail accounts on top adding further margin. At pallet quantities, the economics are meaningfully better than case-level buying.

We work with distributors across Europe at all stages of development — from first-time importers to established regional networks. Contact us to start the conversation.

Read: Import Guide | Pallet Guide | Incoterms