Why Building Bottom-Up ≠ Thinking Small (And What It Is Instead)
It's About Scaling At The Right Pace With Solid Foundations.
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Dear Bottom-up Drinks Builder,
A persistent myth in our industry needs addressing: the belief that building brands bottom-up means forever staying small or niche. I constantly hear this concern from brand owners, especially when speaking with investors or stakeholders pushing for rapid growth.
This misconception isn't just wrong – it fundamentally misunderstands how successful brands are built in today's market.
Bottom-up isn't about size - it's about sequence.
It's about building unshakeable foundations that enable faster, more sustainable scaling when the time comes. Think of it like constructing a skyscraper: you can't rush the foundation just because you're eager to reach the top floor.
And here's the thing: in today's market, with thousands of brands competing for attention, bottom-up marketing isn't just one way to build a brand—it's the only viable way forward.
The days you could launch a brand with big marketing budgets and fast distribution are over. Consumers are overwhelmed with choices, skeptical of traditional advertising, and increasingly rely on trusted recommendations. The noise level in the market is deafening, and the only way to cut through it is by building genuine advocacy from the ground up.
Let me explain what this means in practice:
Bottom-Up Trade as Foundation:
Bars, restaurants, and specialty stores
Independent retailers and wine shops
Local influencers and brand advocates
Building genuine relationships and demand
Top-Down Trade as Scale:
Major retail chains
Large distributors
National accounts
Volume-driven channels
The reality is that the most successful brands in our industry understand this sequence. They start by building deep roots in bars, premium restaurants, and specialty stores. This isn't because they plan to stay there forever – it's because these venues provide the perfect testing ground for refining your brand, building genuine advocacy, and creating the success stories that will open doors later.
The key is understanding that these aren't mutually exclusive but sequential. Bottom-up building provides the foundation that makes top-down scaling possible and sustainable.
During this foundation phase, something magical happens.
Your brand develops its authentic voice, bartenders become genuine advocates, consumers discover you through trusted recommendations rather than advertising, and you gather invaluable feedback about your product, pricing, and positioning.
Most importantly, you build a proof of concept that becomes powerful ammunition for the next growth phase.
Many brands get this wrong. They see the foundation phase as a limitation rather than a launchpad. They rush to scale before their foundations are solid, usually driven by pressure for quick results.
The irony? Brands that take the time to build proper foundations scale faster and more sustainably when the time comes.
Later, the transition from bottom-up trade to top-down trade isn't about abandoning your roots but leveraging them.
When you approach larger accounts, you're not just selling a product but offering a brand with proven market success, authentic advocate testimonials, and natural consumer pull.
This makes scaling discussions entirely different.
It's crucial to understand that bottom-up and top-down aren't competing strategies—they're sequential phases of successful brand building. Your bottom-up work creates the foundation that makes top-down scaling possible and powerful.
When you reach your scaling phase, you'll grow more sustainably than brands that tried to shortcut their way to the top.
You'll have the stories, the advocates, and the proven model that makes expansion natural rather than forced.
Remember: The goal isn't to stay small – it's to grow smart. The time you invest in building solid foundations pays off in faster scaling when ready, more sustainable growth, and greater brand resilience in the long run.
Let's connect and discuss your brand's journey from foundation to scale.
TL;DR: Too Long, Didn’t Read
Why This Sequence Matters:
Credibility: Success in bottom-up trade gives you the stories and proof points needed to convince larger accounts.
Brand Story: Your narrative emerges authentically through real market experience, making it more compelling to larger partners (i.e., Distributors, Retailers, etc.).
Consumer Pull: When you approach major accounts, you bring an existing base of brand advocates with you (i.e., bar and restaurant groups and retailers).
Market Intelligence: You understand precisely how your brand performs and why, reducing scaling risks.
Yes, building these foundations takes time. But it's time invested, not time wasted.
I hope this mini-guide will help you develop the small, consistent habits you need to build your brand from the ground up.
Whenever you're ready, there are more ways I can help you:
My Digital Course: If you need help TODAY, I get it. I have a solution for you: I’ve captured the most critical aspects of building bottom-up in a 40-minute Self-paced Course: Bootstrapping a Drinks Brand: Dead-Simple Strategies to Avoid 28 Costly Mistakes.
If you’d like to get access to it, click the button below, and I’ll see you on the other side 👇
My Podcast: Join the 1200+ Drinks Builders from 100+ countries that listen to The MAFFEO DRINKS Podcast: every week, a new episode featuring Drinks Builders from around the Globe sharing their learning building Bottom-up.
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Does this Guide resonate with you? Have you already implemented some of the aspects discussed above? Drop a comment and start the conversation 👇