Tier one
Producers
Producers sell to distributors.
How We Help
You do not need to have every answer before you start.
You do need to know which questions matter next.
Wherever you are in the journey.
Some founders come to us with a finished product and a launch plan. Others come with an idea, a liquid, a bottle, a label, or a question about what should happen first.
Which decisions matter most now, and what needs to be true before you move forward?
How product reaches the shelf
The USA beverage system generally operates through three tiers.
Tier two
Distributors
Distributors sell to retailers.
Tier three
Retailers
Only retailers sell to the public.
Commercial advisory for better decisions.
Commercial Strategy
Clarifying priorities, sequencing decisions, and helping founders focus limited time and capital where they can have the greatest impact.
Pricing & Positioning
Helping founders think through pricing structure, perceived value, category expectations, and where the brand fits in the market.
Distribution & Market Selection
Evaluating when, where, and how to expand.
Retail & Account Development
Helping founders identify the right accounts, strengthen commercial relationships, and think more strategically about execution at retail and on-premise.
Launch Planning
Pressure-testing the commercial plan before the market does.
Private Label & Brand Development
Helping founders and businesses evaluate private label opportunities from concept through commercial launch.
Ongoing Founder Advisory
Providing experienced perspective when the answer is not obvious and the consequences matter.
The point is not to force every founder into the same process.
It is to meet the brand where it is and help the founder move forward with greater clarity.
Chip Flanders Advisory helps founders assess where they are, what needs to happen next, and which decisions deserve attention before time and capital are committed.
That may mean helping you think through production options.
It may mean preparing for a distributor conversation.
It may mean deciding whether to enter a market, or whether waiting is the stronger decision.
What the work looks like.
Every engagement is different because every founder, brand, and commercial situation is different.
The scope should reflect the needs of the brand and the level of involvement required.
Prepare thoroughly. Ask better questions. Challenge assumptions when necessary. Understand the consequences. Make stronger decisions.
Start a Conversation
If you are building a beverage brand and facing decisions that deserve experienced perspective, let’s have a conversation.