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The Lab Insights

Stop thinking sell-in. Think sell-out.

small, consistent habits to build your brand bottom-up
Stop thinking sell-in. Think sell-out.

Published by:

Chris Maffeo

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06
May
The Best Brands Don’t Build Categories. They Catch Them.

The Best Brands Don’t Build Categories. They Catch Them.

Brands that endure don’t invent categories. They listen to what the trade is already asking for, name it, and become the answer.
7 min read
25
Mar
Why Chasing Distribution Before Creating Brand Demand Can Be Your Most Expensive Mistake. (And Why Understanding It Doesn't Mean You Can Execute It)

Why Chasing Distribution Before Creating Brand Demand Can Be Your Most Expensive Mistake. (And Why Understanding It Doesn't Mean You Can Execute It)

Most founders don't want to skip distribution. They want to accelerate it. They sign a distributor, secure a
6 min read
13
Mar
Bartender Education: The €150K Training Trap (And Why Handshakes Beat Handouts)

Bartender Education: The €150K Training Trap (And Why Handshakes Beat Handouts)

I sat through a brand training last year. Forty-five minutes of slides. History of the founder. The botanicals. The distillation
6 min read
13
Feb
What If The Drinks Industry Crisis Is About Obsolete Playbooks? (and why I use bottom-up empiricism instead)

What If The Drinks Industry Crisis Is About Obsolete Playbooks? (and why I use bottom-up empiricism instead)

5 min read
13
Feb
Liquid Transparency vs Brand Mysticism: Why Founders Waste $$$ Explaining What Consumers Don't Buy

Liquid Transparency vs Brand Mysticism: Why Founders Waste $$$ Explaining What Consumers Don't Buy

From The MAFFEO DRINKS Podcast: Winning brands build worlds consumers want to inhabit. Steve Grasse, Guillaume Lambrecht, Alex Ouziel reveal systematic mistakes founders make building narrative for gatekeepers instead of end buyers.
10 min read