iSellBeer x FYC Labs | November 13, 2026
They know the name.
Show them what it does.
Brand, marketing and adoption. One plan, twelve small bites.
What we heard
The product moved fast. The story stayed in 2023.
“They're aware of us, but they don't know what we do.”
Tracy Neal, October 15
2023
Last update to the website, collateral and social channels
101
Releases since then: 17 in 2024, 25 in 2025, 59 so far in 2026
2015
When a distributor at Orlando last heard the pitch. He asked what iSellBeer does now.
Since then
The market got harder, and others got louder.
-5.9%
US beer shipments in 2025, per the Beer Institute estimate. Wine and spirits are down too.
130+
Episodes of a newer competitor's weekly podcast. iSellBeer Radio has been quiet for three years.
The risk
In a down year, distributors review every tool. One the team barely uses is easy to cut.
Why this order
A fixed market leaves two jobs.
~800
distributors in the country, per Tracy
150
warehouses on the platform, in about 30 states
350M+
cases on display tracked by your customers
13
years in the trade. Everybody knows the name.
Job 01 | Adoption
Keep the distributors you have
Reps and managers who use more of the app stay. Every feature they miss is a reason to leave at renewal.
Job 02 | Brand and marketing
Teach the rest what you do now
The other distributors know the name from years ago. They have not seen the last 101 releases.
“There are only 800 distributors in the country.” Tracy Neal, October 15
Where the brand stands today
One company tells four versions of its story.
Four proof numbers
250M in the binder, 300M on the note card, 350M+ on the site, 100M+ in the app stores.
Two positionings
Sales Enablement in print. Sales Performance Management on the web.
Three names
iSellBeer on the site, iSellBeer/CPG Data on iOS, CPG Data on Android.
Missing from the homepage
Wingman, Campaign Agent, wine and spirits.
The plan
Three pillars. Each one feeds the next.
Pillar 1
Brand
Set the foundation.
- Naming and logo strategy
- One message, four readers
- Imagery and template kit
“I think everything we have is good. We just need fresh communications.”
Tracy, October 15
Logo and colors stay
Pillar 2
Marketing
Pull the levers.
- Website, SEO and AEO
- Print collateral and events
- Funnel, email and social
“We need stronger digital outbound.”
Tracy, October 15
Built on the brand copy
Pillar 3
Adoption
Keep and grow.
- The Playbook goes online
- A module for every release
- Release reels feed marketing
“We have distributors asking us for it that haven’t wanted to talk to us for 10 years.”
Tracy on Wingman, October 15
Feeds the next campaign
01
Pillar 1 of 3
Brand
Set the foundation. Same logo, same colors, one clear story.
Pillar 1 | Brand
One brand to market. One sub-mark. One endorser.
Recommendation
iSellBeer carries 13 years of awareness. It leads everywhere.
Wine and spirits
A sub-mark inside the product and on one landing page.
To test first
Do wine and spirits houses resist a beer name? Your Gong calls can answer that.
Pillar 1 | Brand
One story, written for four readers.
Holes, not drills
Each reader gets the outcome first. Features come second.
One of each
One proof number, one positioning, one voice on every piece.
Trade voice
Written for distributors. No consumer language.
Pillar 1 | Brand
A template kit keeps every piece on brand.
Same colors, more discipline
Navy grounds, yellow for numbers, red for the one call to action.
Peer proof
Customer quotes lead. Distributors trust other distributors.
Ready to reuse
Every later bite draws from this kit.
02
Pillar 2 of 3
Marketing
Pull the levers. Online, in print and on the show floor.
Pillar 2 | Marketing
The website sells the outcome first.
Pick your problem
Visitors start with the result they need this quarter.
Current product
Wingman and wine and spirits sit in the main navigation.
One action
Book a demo is the only red button on the page.
Pillar 2 | Marketing
Role pages and a Wingman page, built for the phone.
A page per reader
GM, sales VP, analyst, rep and merchandiser each get their own answer.
Wingman gets a home
Demand from the Orlando show has a page to land on.
Proof in place
Peer quotes sit next to the claim they support.
Pillar 2 | Marketing
Built to be found by search and by answer engines.
SEO
Meta descriptions and alt text on every page. 36 of 79 homepage images have none today.
AEO
Question headings with short direct answers that AI tools can quote.
One site
cpgdata.com points here, so authority builds in one place.
Pillar 2 | Marketing
One funnel, two audiences.
The other distributors
Current customers
The season rule. Distributors do 30 to 50 percent of their year from October to December. We build during that window and launch campaigns in January.
Pillar 2 | Marketing
The brochure keeps its structure and gets a current story.
Problem, fix, proof
The flow your brochure already uses. It works.
Current product
Wingman joins displays, taps, promos, PODs and incentives.
Same copy
Lifted from the approved website copy. Nothing is written twice.
Pillar 2 | Marketing
Mailers and cards carry one message and one action.
January mailer
One headline, one QR code, timed for planning season.
One card
A single iSellBeer business card replaces the two in use today.
One number
The same proof figure as the website and the brochure.
Pillar 2 | Marketing
The booth says one thing from 20 feet away.
Access LIVE
February 1 to 4, 2027, Dallas. That is 11 weeks out.
NBWA
October 5 to 8, 2027, Las Vegas.
Retention and sales
Customers from 30 states in one room. The QR code opens the Playbook.
03
Pillar 3 of 3
Adoption
Keep and grow. The Playbook goes online and every release feeds it.
Pillar 3 | Adoption
59 releases this year.
One printed binder.
Today
A binder and a call
Three people in customer success book Zoom calls to train each new feature. The printed guide shows screens that changed long ago.
Next
The Playbook, online
Onboarding, the Champion Guide and a short module for every release. Open on the route, updated the day a feature ships.
Reps who use more of the app stay. The Playbook gives customer success a way to see who does.
Pillar 3 | Adoption
The Playbook becomes a place reps return to.
Start here
Onboarding for a new warehouse or a new hire.
Training by role
GM, sales VP, analyst, rep and merchandiser tracks.
The Champion Guide
Your stations and contests, now with live progress.
Pillar 3 | Adoption
Every release ships with a 2 minute module.
Watch, try, check
A short video, one task in the app, two questions.
Champion kit
A one-page play so a manager can run it as a huddle.
The backlog
The best of the last 101 releases get the same treatment.
Pillar 3 | Adoption
Training shows up where reps already work.
In the app
A card on the home screen opens the module.
On the route
Modules run on a phone in two minutes.
Stations go live
Contests from the binder track progress by themselves.
Pillar 3 | Adoption
Customer success sees who needs help before renewal.
By warehouse
Active reps, features used and modules finished.
Next best action
The dashboard names the warehouse and the module to send.
Sample data
We fill it with your real usage data.
Pillar 3 feeds Pillar 2
One release reel feeds six channels.
Inside
The app card, the module and the customer email drive adoption.
Outside
The website, LinkedIn and the booth loop show the market you keep shipping.
One cut
A reel for each release that matters. Made once, used six times.
Pillar 3 feeds Pillar 2
The release reel, in motion.
Left: a 7 second motion test. Right: the full 20 second storyboard. No voiceover needed, captions burned in.
Three pillars, covered
What's next?
Brand
The foundation is set.
Marketing
The levers are named.
Adoption
The Playbook goes online.
You do not buy all of it at once. You pick the bites, and we suggest the order.
How to buy it
Twelve small bites. Pick any of them.
Brand
B1
Brand decision
Naming rules for iSellBeer, W&S and CPG Data
B2
Messaging foundation
One stat, one positioning, four readers
B3
Template kit
Imagery rules, social, email and print templates
B4
Name cleanup
App stores, social profiles, redirects
Marketing
M1
Website copy and search
Five pages, SEO and AEO basics
M2
Revenue collateral
Brochure, mailer and cards
M3
Event kit
Booth, banner and reel loop
M4
Monthly engine
LinkedIn, HubSpot email, podcast backlog
Adoption
A1
Playbook online
Structure, Start here, Champion Guide
A2
Release module
The template, with Wingman as module one
A3
Backlog modules
The releases customers missed
A4
Adoption insights
Usage dashboard and nudges
The suggested order
This order is faster. Nothing gets written twice.
Wave 1
Foundation
Every later piece takes its words from here.
- Naming decision
- One proof number
- Four reader messages
Build during OND
Wave 2
First proof in market
Approved web copy drops straight into print.
- Homepage and role pages
- Template kit
- Brochure and mailer
Live for January outreach
Wave 3
Adoption core
The first module and reel go to the show.
- Playbook online
- Wingman module and reel
- Booth and banner
Ready for Access LIVE, February 1
Wave 4
The engine
Each release now feeds every channel.
- Monthly social and email
- Backlog modules
- Adoption dashboard
Running by spring
“I need you to get me to the one yard line and then I'll help you push it over.”
Tracy Neal, October 15
Any bite can go first. Out of order still works. It costs some rework, because copy and templates get made before the foundation is set.
Where to start
Start with two bites:
the brand decision and the message.
They are the smallest pieces, and every other bite draws from them.
What we need from you
- Brand kit: logo files, fonts, colors
- The current proof number
- Permission to use customer quotes
- Gong and Drive access
What you get first
- A naming recommendation to approve
- The messaging framework
- Homepage copy in the new voice