Most drink brands don't fail on the idea. They stall at production — the moment a founder discovers the facility that can make their drink won't run a batch small enough to afford. Here's the whole path, and where that wall actually is.
| Step | What happens | Reality check |
|---|---|---|
| 1 · Concept | Category, positioning, target price, format | Format (can vs glass vs PET) later decides which facilities can even make it. |
| 2 · Formulation | Develop & finalise the recipe; shelf-life & stability | A co-packer can do this, or you bring a finished formula. Who actually formulates → |
| 3 · Find a co-packer | Match a facility to your volume, format & certs | The wall. Most won't run under 2,000 cases. How to find one → |
| 4 · Compliance | FDA registration, nutrition/label rules, TTB if alcoholic | Your co-packer's certifications (SQF, organic, TTB) matter here. |
| 5 · Packaging | Cans/bottles, labels, sourcing, artwork | Lead times on printed cans can rival the production lead time. |
| 6 · First run & launch | Production, QA, warehousing, first accounts | Where a facility publishes a lead time, it runs from 2 to 12 weeks. Most publish none, so get it in writing once a facility says yes. |
A finished formula is worthless if no facility will run your volume. Most co-packers quote a minimum of 2,000 to 5,000 cases per SKU — tens of thousands of units before you've proven the product sells.
A few facilities will take a single pallet, or a few hundred cases, and a couple will run almost any quantity. Finding those is the difference between launching this quarter and waiting a year. See who runs small →
If your recipe isn't final, a full-service co-packer develops it with you — slower, pricier, but one partner. If it's final, a filling-only line is cheaper per case.
Either way, the three numbers that decide your shortlist are the same: minimum run, whether formulation is included, and lead time. How contract manufacturing works →
Even at the idea stage. Tell us what you're planning and we'll come back with facilities that fit your volume and format — not a list of everyone in the country.