IWSC announces a special winner for start-ups


New for 2022, the IWSC has created a Start-up trophy, to reward the efforts of a participant in its Business Awards.

A proud supporter of innovation within the industry, the IWSC is pleased to recognize the work done by Helix for this new price.

Propeller was set up by specialist consultancy Wild Ferment in conjunction with national wholesaler EWGA Ltd, which has been serving UK retailers and wholesalers since 1972.

Founded in September 2020, Propellor has already established an impressive network considering the short time it has traded and the challenges it has faced since its inception.

Seeing itself as a “disruptive incubator”, Propellor sees its aim as launching customers in the UK, establishing business momentum and then, after 12-18 months, offering customers the opportunity to transition to a ” regular officer”.

Propellor’s model was designed to be nimble, allowing it to tackle emerging categories such as Low & No, canned wines, paper bottles and bag in box, as well as countries or regions that do not ‘have never been sold before in the UK, most recently including Texas, as well as emerging areas such as China and Georgia.

Already working with 23 producers and distributing 140 wines, Propellor aims to increase the number of producers it works with to 45 by the end of the year, bringing its range to 250 wines. This summer, Propellor also plans to launch a direct-to-consumer online subscription site as well as a digital platform to allow its growers to directly manage inventory.

Our judges found Propellor’s business model to be innovative and the amount the team has made in its short 18-month lifespan should be applauded. Creating a new model that disrupts the market, especially its launch in the midst of a global pandemic, is a bold move.

A brave new start-up embodying the new business ethic that many companies are heading towards IWSC is delighted to name Propellor as the winner of the 2022 Start-up Award.



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