The Back Bar Cheat Sheet

How to Categorize Bottles in 4 Simple Types (Knowing How to Fill Gaps and Avoid Dusty Bottles on The Shelf)

The MAFFEO DRINKS Guides is a bi-weekly email newsletter. With a systematized approach, it helps drink builders grow their brand from 10 to 10k cases. Each edition solves one clear challenge for subscribers. Some editions are free, and others are paid. Sign up here:

Dear Drinks Builder,

Have you ever thought that back bars are an ecosystem on their own? Every back bar tells a story, but most people see only a wall of bottles. Let me help you decode this intricate ecosystem that shapes our industry. Understanding these four distinct tribes will transform how you view – and play in – the drinks business.

1. Small Brands with Big Backing

They look independent but pack serious distribution muscle. Think of them as indie bands that got signed by major labels – they keep playing their signature sound but now reach stadium-sized audiences. These brands master the art of scaling authenticity. Their bottles still bear hand-drawn labels and small-batch numbering, but sophisticated supply chains and marketing machines power them behind the scenes.

Tip: Success for brands in this space means walking a delicate tightrope. You need to leverage your corporate backing without losing your craft soul.

The real art? Use those distribution networks and marketing resources to amplify your authentic story, not replace it. When done right, staying true to your roots, you show other craft brands that growth doesn't mean selling out:

It means scaling up, bottom-up, without messing up