The process
Sixteen steps. One accountable team.
Every project is different, but none of the important work disappears. We sequence it, manage dependencies, and keep the client informed.
A workstream across the entire plan
Pricing strategy starts with positioning—not a spreadsheet at the end.
Target shelf or menu price affects the liquid, package, margin structure, customer, and route to market. We establish a pricing hypothesis early, test it with consumers and trade partners, model distributor and retailer economics, and revise it as production and landed costs become real.
- Consumer willingness to pay
- Competitive set and positioning
- Producer and packaging costs
- Importer and distributor margins
- Retailer or operator economics
- Taxes, freight, and landed cost
Concept
Define the product, test the premise, and agree on the customer before committing to identity or production.
01Product concept, positioning, and pricing hypothesis2–3 weeks
Define category, quality, product characteristics, competitive position, target shelf or menu price, and the attributes that make the product worth building. The first pricing model establishes the cost and margin boundaries for later decisions.
Deliverable: Product concept and initial pricing architecture02Market research and product selection3–4 weeks
Study market trends, price ladders, competitive products, and whitespace; evaluate producers; and test whether the product and price form a credible commercial premise.
Deliverable: Market and competitive pricing report03Customer definition and willingness to pay2–3 weeks
Gather input from bartenders, operators, distributors, representatives, and prospective customers to define who the brand must reach, why they would choose it, and what they will realistically pay.
Deliverable: Customer profiles and pricing evidenceIdentity
Develop the name and brand while legal clearance runs in parallel. Final identity work follows the viable, clearable direction.
04Trademark preparation and submission3–4 weeks to prepare
Search candidate names and coordinate registration with IMPI, USPTO, and other applicable trademark offices. This begins as soon as viable names exist; office review continues on its own timeline.
Deliverable: Trademark applications05Brand and story development4–6 weeks
Create the identity, labels, packaging direction, and a story that is memorable, repeatable, and compliant. Early creative work can overlap with clearance, subject to final name approval.
Deliverable: Brand identity, label designs, and storySupply
Turn the approved concept into a product that can be made consistently, legally, and at the right landed cost.
06Materials and ingredient sourcing3–4 weeks
Identify reliable suppliers for glass, closures, labels, cartons, ingredients, and other materials while balancing quality, price, and scalability against the target landed cost.
Deliverable: Sourcing strategy, supplier list, and updated cost model07Producer contract negotiation4–5 weeks
Negotiate production, pricing, quality, volume, rejection rights, termination, and future price-review terms, then test the resulting economics through importer, distributor, and retail or on-premise margins.
Deliverable: Contract draft, negotiation summary, and channel margin model08Prototyping and testing5–6 weeks
Produce prototypes, conduct structured tastings, gather representative feedback, and refine liquid and package.
Deliverable: Samples, feedback report, and iteration plan09Compliance and quality assuranceTiming varies
Map the compliance pathway early, then coordinate applicable US and Mexican requirements, label reviews, formula work, licensing, certifications, and quality controls as the liquid and package become final.
Deliverable: Compliance checklist and approvalsLaunch readiness
Build the operating, sales, and communications tools in parallel once identity and product specifications are stable.
10Brand guide2–3 weeks
Document logo use, typography, color, imagery, voice, and package standards for future designers, publishers, and distributors.
Deliverable: Digital brand guide11Marketing strategy and collateral4–5 weeks
Build the materials and campaign framework required to introduce the brand to trade partners and customers.
Deliverable: Strategy and launch collateral12Preparation for launch3–4 weeks
Finalize materials, SOPs, production timelines, supply-chain readiness, press materials, importer, and distributor relationships. Confirm that pricing gives each channel enough economic reason to support the brand. Launch is gated by product, compliance, and channel readiness—not simply a calendar date.
Deliverable: SOPs, final pricing architecture, and launch checklist13Website and content4–6 weeks
Translate the brand into a useful digital presence with clear information, search-aware content, and a strong reason to engage. This can run alongside the brand guide, collateral, and launch preparation.
Deliverable: Website and content packageLaunch and scale
Enter the market, learn from real performance, and establish the operating rhythm required to keep improving.
14Launch execution3–4 weeks
Execute the plan, coordinate outreach, solve launch-day problems, and measure initial sales and case movement.
Deliverable: Launch plan, release, and outreach materials15Post-launch evaluation2–3 months
Collect feedback from distributors and customers; compare realized margins, velocity, discounting, and price resistance with the model; and make necessary product, pricing, or marketing adjustments.
Deliverable: Performance, pricing, and adjustment plan16Ongoing supportOngoing
Maintain producer and distributor relationships, review depletion reports, coordinate sales initiatives, and keep improving.
Deliverable: An operating rhythm that keeps the brand movingTimelines overlap.
A complete project does not require adding every estimate end to end. Several workstreams move simultaneously, while trademark, compliance, and production dependencies determine the critical path. Mexico-sourced projects commonly require several months.
Ready to begin?