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From Test Batch to Global Shelves: What Liber & Co.'s Story Teaches Small Food Brands

ccraves

2026-02-07

11 min read

From stove-top test batches to global shelves: practical lessons from Liber & Co. for makers scaling flavor into business.

Started on a stove, now on global shelves — and what that means for you

If you’re a food-curious home cook or maker who dreams of turning a beloved recipe into a real brand, you know the pain: brilliant flavor, zero idea how to scale, confusing rules, razor-thin margins, and a thousand decisions that feel like they could break the business. Liber & Co.’s journey — from a single pot on a stove to 1,500-gallon tanks and worldwide buyers — is a practical roadmap for staying DIY at heart while growing responsibly. Read on for concrete lessons, 2026-forward trends, and a hands-on checklist to move from test batch to consistent production.

"It started with a single pot on a stove." — Chris Harrison, co-founder, Liber & Co. (Practical Ecommerce interview)

The bottom line first: 7 core lessons from Liber & Co.

Here’s the short, actionable summary you can use today.

Validate with tiny batches: Move from stove-top tests to repeatable small runs before any big investment.
Own flavor and story: Product authenticity becomes your moat — defend it with documented recipes and sourcing notes.
Be deliberate about channels: Wholesale opens reach but squeezes margin; DTC gives control at higher CAC.
Know your unit economics: Track gross margin by SKU, customer acquisition cost (CAC), and lifetime value (LTV).
Choose manufacturing strategically: In-house vs co-packer is a decision driven by CAPEX, quality risk, and flexibility.
Systemize early: Quality control, traceability, and SOPs scale better than passion alone.
Keep the DIY culture: Maintain close tasting, R&D, and customer feedback loops even as you automate.

The origin story matters — but so does the evolution

Liber & Co. began in Austin with friends, a love of flavor, and a practical need: they couldn’t afford to outsource everything. That meant learning the many hats of a food brand — R&D, packaging, marketing, wholesale ops, and sometimes international logistics.

That DIY foundation is instructive. It wasn’t romantic nostalgia that kept them hands-on; it was risk management. Documenting why an ingredient was chosen, how long a reduction goes, or which vessel preserves aromatics became proprietary knowledge. When you shift to 1,500-gallon tanks and B2B supply, those notes are the difference between replicable quality and costly recalls or rework.

Scaling manufacturing: stove-to-tank checklist

Scaling food manufacturing is both technical and procedural. Use this checklist as you move from bench to batch to tanks.

Repeatability: Can your recipe be nailed by another operator using the same equipment? Write step-by-step SOPs.
Small pilot runs: Build a 5–50 gallon pilot stage to catch issues before commercial runs.
Equipment fit: Match the process to equipment (mixing, heating, filtration). Syrups need consistent temperature control and proper degassing to avoid microbial issues.
Quality control (QC) specs: pH range, Brix (sugar content), viscosity, and sensory checkpoint cards — record batch numbers and retain samples.
Food safety: Hazard Analysis and Critical Control Points (HACCP) plans, allergen controls, and sanitation logs are non-negotiable.
Shelf life testing: Accelerated shelf-life tests and real-time stability trials save future returns.
Traceability: Batch codes, ingredient lot tracking, and supplier documentation for audits.

Co-packer vs in-house: decision matrix

Both paths have trade-offs. Liber & Co. kept much in-house for control, but many brands partner with co-packers to hit retail scale faster. Ask these questions:

How variable is your formula? If you iterate constantly, co-packers may impose change fees.
What's your capital budget? Co-packers lower CAPEX but raise unit cost.
Quality thresholds: can a co-packer meet your sensory and ingredient standards?
Lead times: co-packer schedules can introduce longer lead times — build safety stock.

Wholesale vs DTC: channel strategy for 2026

The hybrid approach that Liber & Co. pursued—selling to bars, restaurants, coffee shops, and consumers—remains a smart play if you plan the economics. In 2026 the market landscape has shifted: omnichannel ordering, B2B marketplaces, and the continued interest in non-alcoholic craft cocktails mean both channels are viable, but different.

Wholesale (B2B) pros and cons

Pros: Large, predictable orders; relationship-driven shelf space in hospitality and retail; brand prestige from on-premise programs.
Cons: Payment terms (30–90 days), trade allowances, returns risk, and lower margins after trade discounts.

DTC (B2C) pros and cons

Pros: Full price capture, direct consumer data, subscription potential, and faster feedback loops.
Cons: Higher CAC, logistics complexity for small orders, and a need for strong digital marketing.

Practical channel tactics

Use wholesale to drive volume and brand awareness in on-premise programs; use DTC for margin and story control.
Segment SKUs: some SKUs work better in 375–500ml retail jars; concentrate flavors and B2B bag-in-box for bars.
Protect DTC pricing with date-based promotions and loyalty; avoid undercutting wholesale customers.
Measure by channel: gross margin per order, CAC, return rate, and reorder frequency.

Branding and storytelling: the competitive moat

Foodies don’t just buy flavor — they buy provenance, process, and personality. Liber & Co. leveraged their Texas origin story and chef-forward sensibility to differentiate in an increasingly crowded beverage syrup market.

Your brand should answer three sensory questions: What does it taste like? Where did it come from? How do I use it? Answer those clearly on-pack and in digital channels.

Practical branding moves

Simple, clear packaging copy: One-line use case (e.g., "For cocktails & coffee") + a short origin line.
Recipe-driven marketing: Publish 6–12 starter recipes for consumers and another 6–12 F&B-specific builds for wholesale buyers.
Limited editions & collaborations: Use small-batch flavors to drive press and test new ingredients without long-term SKU bloat.
Bar and chef partnerships: Feature trade partners in campaigns — hospitality endorsement is powerful social proof.

Numbers to track from day one (and what they should look like)

Don’t worship vanity metrics. Focus on economic levers you can act on.

Gross margin per SKU: Target 40–60% gross margin at retail price before marketing. Many food startups undershoot here and bleed cash.
Customer Acquisition Cost (CAC): For DTC consumer brands, CAC often ranges from $30–$120 depending on channel and product price — lower is better, but compare to LTV.
Lifetime Value (LTV): Subscription-based or repeat-buy models with an LTV/CAC ratio > 3:1 are healthier.
Inventory turns: Aim for 4–8 turns per year; slower turns tie up cash. Track inventory turns alongside SKU rationalization.
Minimum Order Quantity (MOQ) economics: Know how MOQ affects per-unit cost and cash flow.

Supply chain and sourcing — how Liber & Co. kept craft intelligence

High-quality ingredients are the foundation of premium syrups. The trade-off is price stability and occasional scarcity (think unusual spices or seasonal citrus). In 2026, supply chain strategies that worked include:

Supplier diversification: Don’t rely on one farm or importer for critical ingredients.
Contract windows: Lock pricing for peak season where possible but keep flexibility for small-batch creativity.
Local sourcing for hero ingredients: Shorter supply chains are both a marketing asset and a risk mitigator.
Sustainability claims: Consumers and buyers in 2026 expect transparency — document origins, certifications, and carbon-conscious packaging where feasible.

Regulation and labeling — don’t learn this the hard way

Food brands face a complex patchwork of regulation. Syrups are usually non-alcoholic, but label requirements still apply. Key items to resolve early:

Nutrition Facts and ingredient lists: Get a lab analysis or nutrient calculator and print consistent labels.
Allergen declarations: Even trace amounts demand clear labeling and cross-contact SOPs.
State and international rules: Exporting requires compliance with destination country regulations and documentation.
Claims and certifications: Avoid unverified health claims; pursue certifications (organic, non-GMO) only when they match sourcing and economics.

Marketing and sales tactics that scale from pop-up to national

Liber & Co. used chef and barroom credibility to fuel growth. In 2026 there are more tools to do that at scale.

Bar program seeding: Offer comp samples and training videos for bartenders — the on-premise recommendation converts fast.
Content-first DTC: Short recipe videos, ingredient spotlights, and behind-the-scenes manufacturing clips reinforce trust.
Wholesale enablement kits: Provide retailers with POS, recipe cards, and training to lower friction to purchase.
Smart sampling: Targeted sampling at trade shows, regional festivals, or via subscription box partnerships yields higher conversion than broad random sampling.
Use data: In 2026, small brands harness AI demand forecasting and ad creative optimization to reduce CAC and cut stockouts.

Culture and leadership: keeping DIY while growing

Scaling often kills the culture that birthed a product. Liber & Co.’s founders intentionally kept product tasting, recipe R&D, and customer feedback close to the team. That’s the key to sustained innovation.

Hold weekly tasting panels with trade and consumer reps.
Keep founders involved in R&D even after hiring ops leads.
Document institutional knowledge so that the DIY spirit transfers to new hires.

2026 trends that matter for food startups

Late 2025 and early 2026 brought several developments every food maker should factor into their strategy.

Non-alcoholic cocktail culture remains robust: Bars are investing in elevated syrups and bitters to expand mocktail menus.
Omnichannel B2B marketplaces: Buyers increasingly source specialty ingredients on platforms that aggregate producers — a route to wholesale discovery.
AI for operations: Adoption of affordable forecasting and cost-optimization tools helps small brands tighten inventory and marketing spend.
Sustainability expectations: Consumers and buyers expect climate-aware packaging and transparent sourcing disclosures.
Retail demands profitability: Buyers in 2026 favor brands that show proven repeat purchase behavior and stable margins over flashy growth stories.

Action plan: 8 tactical steps to move from test batch to reliable production

Turn inspiration into action with this step-by-step blueprint you can follow this quarter.

Run 5 pilot batches: Document every variable; collect sensory notes and shelf-stability data.
Build your unit economics model: Calculate landed cost, packaging cost, fulfillment, and CAC to derive break-even price per SKU.
Decide manufacturing path: Use the co-packer vs in-house decision matrix and get two co-packer quotes if you’re leaning external.
Create SOPs & QC templates: pH, Brix, and visual checks at every stage — and a quarantine process for nonconforming batches.
Test channels: Soft-launch DTC with 2–3 SKUs while piloting wholesale with 5–10 local bar/restaurant partners.
Standardize packaging: Consolidate SKUs and sizes to reduce SKUs and lower inventory complexity.
Invest in digital assets: High-quality recipe photography, tasting notes, and trade sheets for buyers.
Measure and iterate: Weekly metrics review — CAC, margin, reorder rate, and inventory turns — then optimize the highest-leverage levers.

Real-world example: how small tweaks reduced returns and improved reorder

When brands like Liber & Co. scaled, a few practical changes had outsized impact: switching to a slightly thicker glass bottle reduced breakage in transit by 40% in pilot shipments; adding a single-use recipe card in each trade case increased reorder by bar managers; and enforcing a strict pH spec prevented a seasonal microbial issue. These are operational wins that preserved margin and reputation.

What to avoid: common founder missteps

Rushing to retail: Retail placements are expensive and complex; validate repeat demand first.
Overdiversifying SKUs: Too many flavors dilute brand focus and inventory control.
Ignoring unit economics: Growth without profit simply burns runway.
Underinvesting in traceability: Skipping batch codes or supplier documentation increases recall risk.

Final thoughts: keep the kitchen mentality

The most enduring lesson from Liber & Co. is cultural: professionalize processes without losing the curious, experimental mindset of a kitchen. That blend — operational rigor plus sensory curiosity — is what lets craft brands scale into sustainable businesses. In 2026, with better tools for forecasting and omnichannel reach, the opportunity for food makers is clearer than ever — but it rewards discipline.

Quick tools & resources (2026 edition)

AI-based demand forecasting tools tuned for food SKUs — reduces stockouts.
B2B marketplaces and specialty food brokers that surfaced in 2025 for beverage ingredients.
Packaging recyclers and compostable options to meet sustainability expectations.

Takeaways you can use this week

Create a 5-batch pilot schedule and lock in one QC metric (pH or Brix) to control variation.
Draft a one-page unit economics sheet for your hero SKU.
Contact two co-packers and ask for lead time, MOQ, and sample policies — compare to in-house timeline.

Call to action

If Liber & Co.’s path inspires you, don’t wait for perfect conditions. Start documenting your recipe, run the five pilot batches, and download our free "Kitchen-to-Factory Checklist" to keep your DIY advantage while you scale. Subscribe to our newsletter for monthly case studies of makers who turned test batches into sustainable businesses — and get an actionable checklist in your inbox today.

Ready to build your food brand the smart way? Start with one repeatable batch, one validated sales channel, and the discipline to measure what matters.

craves

Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.