Privacy Policy
Last updated: 1 October 2026
1. Who we are
Kneecap Drinks Ltd (“Kneecap Drinks”, “we”, “us” or “our”) is the controller of personal information described in this Privacy Policy unless we state otherwise.
Company: Kneecap Drinks Ltd
Company number: NI737503
Registered office: Belfast Road, Newry, United Kingdom, BT34 1QA
Website: www.kneecapdrinks.com
Privacy contact: simon@kneecapdrinks.com
This Privacy Policy explains what information we may collect, why we use it, who we may share it with and the rights available to you.
2. Information we may collect
We may collect information that you provide directly to us, including your name, email address, telephone number, postal address, country, company, job title and other contact information.
We may collect information about your interests and preferences, such as the products, events, campaigns or subjects in which you have expressed an interest.
When you join our mailing list, scan a campaign QR code, register at an event or use a campaign-specific link, we may record a three-letter location or campaign code and related source information. This allows us to understand where the registration originated.
A location or campaign code is intended to identify the source, event, venue, city, territory or campaign associated with the registration. It is not intended to collect your live GPS position or precise physical location.
We may also collect correspondence, enquiry information, competition entries, survey responses, focus-group information, product feedback and details of your interactions with our marketing.
Where crowdfunding or reward campaigns are introduced, we may collect registration, contribution, reward and fulfilment information.
Where trade facilities are introduced, we may collect business contact information, account details, transaction information and records associated with distributors, retailers, wholesalers, venues and other commercial partners.
Where properly licensed consumer sales are introduced, we may process order, delivery, payment-related, age-verification, refund and customer-service information.
Payment processing may be performed by providers such as Stripe. We would not ordinarily need to receive or retain your complete payment-card details where those details are handled directly by the payment provider.
3. Information collected automatically
When you use the Website, certain technical information may be collected, including IP address, device and browser information, approximate location derived from technical information, Website activity, referring pages and interaction data.
Where permitted, cookies, pixels and similar technologies may be used for analytics, functionality, advertising measurement or marketing.
Non-essential technologies will be managed in accordance with our Cookie Policy and applicable consent requirements.
4. Mailing lists and marketing
You may be invited to sign up for Kneecap Drinks news, launches, events, promotions, tastings, competitions, research, crowdfunding opportunities and other brand communications.
Where consent is required, we will ask for an affirmative choice, such as an unticked opt-in box.
We may use services such as Brevo or Mailchimp to manage mailing lists and communications.
We may record when, where and how you consented, including the date, source and campaign or location code.
You can withdraw marketing consent or unsubscribe at any time by using the unsubscribe facility in our communications or by contacting us.
Withdrawal of consent does not affect processing that was lawful before consent was withdrawn.
Where the law permits business-to-business marketing on another lawful basis, we may contact relevant business representatives about products or commercial opportunities, subject to applicable direct-marketing rules and the right to object.
5. How we may use location and campaign codes
We may assign a short code to a registration source.
For example, different events, venues, QR codes, geographic campaigns or partner activities may each use a different code.
We may use these codes to understand which campaigns generate interest, segment communications by relevant area or source, measure campaign performance and plan future marketing or events.
We do not intend to use these codes to infer sensitive personal characteristics.
6. Focus groups, surveys and market research
We may invite people to take part in surveys, tastings, focus groups and other research.
Information may include product preferences, opinions, feedback, general demographic information and other information voluntarily supplied by participants.
Participation will be voluntary.
If a session is recorded, we will tell participants before recording begins and provide any additional information required for that research activity.
Participation in research will not automatically enrol a participant into unrelated marketing communications where separate consent is required.
We do not ordinarily seek special-category personal data through standard marketing or research forms.
If a particular research project genuinely requires sensitive information, we will provide additional information before collecting it and identify the appropriate legal basis and additional condition required by law.
7. Competitions, events and promotions
We may collect information needed to administer competitions, promotions, tastings, events and prize draws.
This may include identity and contact details, entry information, eligibility information and, for winners, details needed to deliver a prize.
Marketing consent will be dealt with separately where required.
8. Reward crowdfunding
We may operate reward or pre-payment crowdfunding campaigns through the Website or a third-party platform.
We may process information necessary to administer a campaign, communicate with supporters, allocate rewards, manage fulfilment and maintain financial and accounting records.
Participation in a crowdfunding campaign does not automatically constitute consent to receive unrelated marketing communications.
If a third-party platform is used, that platform may independently process personal information under its own privacy policy.
9. Charitable and community activities
We may work with charities, community organisations and social causes.
We may process information where necessary to administer a charity-linked event, campaign, promotion or partnership.
We will not automatically provide our general mailing list to a charity simply because we work with that charity.
If information is to be shared with a charitable partner for its own purposes, we will explain this where required and obtain consent where that is the appropriate legal basis.
Specific charities will only be identified as partners after the relevant arrangements have been agreed.
10. Social media
We may operate accounts or campaigns on services including Facebook, Instagram, TikTok and other social networks.
If you interact with us through those services, both Kneecap Drinks and the platform operator may process information about the interaction.
The platform’s own privacy terms also apply.
Where advertising or audience tools involve cookies, pixels, matched audiences or similar technologies requiring consent, we will use them subject to the applicable consent requirements.
11. Why we use personal information
Depending on the circumstances, we may process personal information to respond to enquiries; manage mailing-list registrations; send requested marketing; administer events, promotions and competitions; conduct research; manage crowdfunding campaigns; develop products and understand customer interests; manage trade relationships; administer future transactions; prevent misuse or fraud; maintain Website security; comply with legal obligations; establish or defend legal rights; and manage our business.
12. Our lawful bases
Where we rely on consent, this may include consumer email marketing, certain research activities and non-essential cookies or tracking technologies.
Where processing is necessary to perform a contract or take steps requested before entering into a contract, this may include transactions, campaign rewards or certain trade arrangements.
We may process information where necessary to comply with a legal obligation, including accounting, tax, licensing, regulatory or law-enforcement requirements.
We may rely on our legitimate interests where appropriate, including responding to business enquiries, improving the Website, protecting our systems, conducting proportionate business-to-business development and understanding the effectiveness of our activities, provided those interests are not overridden by your rights and interests.
Where a different or additional legal basis is required for a particular activity, we will identify it where appropriate.
13. Profiling and segmentation
We may use information such as your registration source, three-letter location code, product interests, interactions and previous communications to create marketing segments.
For example, we may identify people who registered at a particular event or expressed interest in a particular range.
We do not currently intend to make decisions producing legal or similarly significant effects about individuals solely through automated profiling.
We do not intend to use ordinary marketing information to infer sensitive matters such as health, political opinions, religion, ethnicity or sexual orientation.
14. Who we may share information with
We may use trusted service providers for Website hosting, IT services, database management, email marketing, analytics, advertising, social media, payment processing, research, events, professional advice and other operational functions.
Depending on the services we choose to activate, these may include providers such as Brevo, Mailchimp, Google, Meta, TikTok and Stripe.
We may also share relevant information with appropriately authorised fulfilment, warehousing, distribution, delivery or licensing partners where necessary for a lawful transaction.
We may disclose information to accountants, lawyers, insurers, regulators, public authorities or law-enforcement bodies where required or reasonably necessary.
We may disclose limited information to a charity or community partner where necessary for an agreed activity and where there is a lawful basis to do so.
We do not sell our general customer or mailing-list database to third parties.
15. International transfers
Some technology and service providers may process information outside the United Kingdom.
Where personal data is transferred internationally, we will use an available lawful transfer mechanism where required, such as an adequacy regulation, approved contractual safeguards or another lawful mechanism.
If our activities become subject to additional European Economic Area data-protection requirements, we will take the additional steps required for those activities.
16. How long we keep information
We keep personal information only for as long as reasonably necessary for the purpose for which it was collected and for applicable legal, accounting, regulatory or dispute-resolution requirements.
Marketing records may generally be retained while you remain subscribed.
If you unsubscribe or object, we may keep a minimal suppression record so that we can respect your preference and avoid accidentally re-adding you to marketing.
Ordinary enquiries may generally be retained for up to approximately 24 months after the last meaningful contact unless there is a reason to retain them longer.
Research and focus-group information will be retained for a period appropriate to the research project and will be anonymised or deleted when identifiable information is no longer required.
Transaction, accounting, contractual and campaign records may be retained for longer periods where necessary for legal, tax, accounting or claims purposes.
We periodically review retention periods and may anonymise information that no longer needs to identify an individual.
17. Security
We use reasonable organisational and technical safeguards designed to protect personal information against unauthorised access, alteration, disclosure, loss or destruction.
No internet-based system can, however, be guaranteed to be completely secure.
18. Children and alcohol-related marketing
Our alcohol-related products and alcohol marketing are intended for adults.
We do not knowingly seek to use information from persons under 18 for alcohol marketing.
Any future consumer alcohol sales will be subject to the relevant age requirements and verification procedures.
Different age criteria may apply to non-alcohol products, competitions or campaigns and will be stated where relevant.
19. Your rights
Depending on the circumstances and applicable law, you may have rights to request access to personal information, correction of inaccurate information, deletion, restriction of processing, data portability and withdrawal of consent.
You may also have the right to object to processing based on legitimate interests.
You have the right to object at any time to the use of your personal information for direct marketing.
To exercise a right, contact simon@kneecapdrinks.com.
We may need to verify your identity before acting on a request.
20. Complaints
If you have concerns about our use of personal information, please contact us first so that we can investigate.
You also have the right to complain to the Information Commissioner’s Office (ICO) in the United Kingdom.
Where another data-protection supervisory authority has jurisdiction over a particular activity, you may also have the right to complain to that authority.
21. Changes to this Privacy Policy
Our Website and business are developing, so this Privacy Policy may change as we introduce new products, technology, campaigns, sales facilities or commercial arrangements.
We will publish the current version on the Website and update the date shown at the top.
Where required, we will bring a material new use of existing personal information to your attention before commencing that use.
22. Contact us
Kneecap Drinks Ltd
Company number: NI737503
Belfast Road
Newry
United Kingdom
BT34 1QA
Email: simon@kneecapdrinks.com
Website: www.kneecapdrinks.com