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.
Chris Maffeo
Chris Maffeo
Let me explain what this means in practice:
Bottom-Up Trade as Foundation:
