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You are running PLAN through LIFT yourself right now, and these tools will take you far. When you are ready for us to carry more of it, that conversation starts with one email.
This is what an agency does first, so it is what we do first. Answer six questions and get a personalized month: what to post, which days, aimed at your accounts. Your answers also pre-fill every post template.
The starter calendar
The templates are a toolbox, not a plan. Here is the plan. One post every weekday takes about 20 minutes a day once you get rolling.
Week 1
Introduce the hustle
Monday: Behind the Hustle. Wednesday: The Serve. Friday: The Ask For It. You are teaching your audience two things: who you are and what to do about it. Do not sell hard yet; earn the follow first.
Week 2
Put accounts on stage
Monday: The Shelf Talker on your best retail account. Wednesday: The Serve with a new drink. Friday: The Placement Win, even an older placement retold. Accounts notice when you send them customers, and noticing becomes reordering.
Week 3
Face the trade
Monday: The Distributor Handshake on LinkedIn. Wednesday: Behind the Hustle with real numbers. Friday: The Regulars to open the tagging flywheel. This is the week the industry side starts watching you.
Week 4
Bring them somewhere
Monday: The Menu Debut or Placement Win. Wednesday: The Tasting Invite for a real event, even a small one. Friday: The Ask For It again with the accounts people tagged in week 3. Then look at your month: which post moved product? Do more of that one.
Post templates that pull
These build the post for you. Open one, type your details on the left, and watch the finished post appear on the right exactly as your followers will see it. Every frame follows the architecture that wins in beverage feeds: a hook in the first two lines, real numbers as receipts, one memorable line, and a close that starts a conversation. Copy it, save it, post it.
Your saved work
Every post you save lands here, searchable and ready to copy again whenever you need it. Free members keep 25; paid tiers are unlimited.
The First 90 Days, live
The playbook as a working tracker. Check off each move as you make it; everything saves to your account. Prefer paper? Download the workbook PDF.
The Reorder Ledger
One row per account. The right side of each row is the business. Accounts with no reorder yet glow gold: those are your calls.
Founder bingo
Tap the squares as they happen to you. Every founder fills this card eventually; five in a row earns bragging rights in the network.
The daily card
Today I will
Call or visit one account before noon.
Post one thing aimed at a market where I am sold.
Thank one person on the retail side, expecting nothing.
Write down who reordered and who went quiet.
And when I do not know what to do next: JUST PICK UP THE PHONE.
The three scripts
Word for word from the playbook. Copy one on your way into the account.
Playbook bingo
Tap the squares as they happen. Five in a row is a bingo, and yes, the free space counts.
The scripts
Stay legal: your compliance kit
Beverage alcohol is one of the most regulated things you can sell, and the rules for how you talk about it online are not optional. Break them and you risk your license, a warning letter, or a distributor who quietly walks away. The good news: the rules are learnable, and most of staying legal is a handful of habits. Here is what each one means, a self-audit you can run in twenty minutes, and a step-by-step guide to doing it yourself.
Education from years in the field, not legal advice. Confirm specifics with your attorney and each state's rules. For beverage professionals 21 and older.
Download the tools
Editable
Compliance self-audit
A spreadsheet you fill in. Tick each item you handle and it scores you, so your gaps show at a glance.
Every platform lets you set your profile and audience to 21 and older. Turn it on, everywhere, and age-gate your website and email signups too. The industry codes also expect the large majority of the people who see your content to be of legal drinking age, so keep your targeting tight. Platforms enforce this unevenly. Regulators do not.
Red flag: a public profile or a website signup with no age screen.
Do this: switch on 21+ settings on every account and gate your site and list today.
2Never pay the retail side
This is the big one. No money, gifts, free product for posting, or paid promotion flowing to bartenders, buyers, or any store that sells you. Featuring an account for free, with nothing expected back, is fine and encouraged. The moment something of value crosses to a licensee, you are in tied-house territory, and that rule protects your license, not just theirs. When you are unsure, do not.
Red flag: paying or gifting a bar or store to post about you, or buying a menu or shelf spot.
Do this: promote accounts freely and evenly, and keep a clean line between promotion and payment.
3Watch your claims
No health claims, no relaxation or social-success promises, no drink-more messaging, and nothing that could appeal to someone under 21. Show responsible serving sizes, and keep drinking and driving, or drinking in any risky setting, out of every frame.
Red flag: unwind-and-de-stress language, cartoons, or a full pour with car keys in the shot.
Do this: sell the moment and the craft, not an outcome, and check the background of every photo.
4Disclose paid relationships
If anyone is compensated to talk about your brand, the post needs a clear #ad. Compensation includes free product. The FTC treats a free case exactly like cash, and the disclosure has to be easy to see, not buried under a more link or a wall of hashtags. Your own employees and ambassadors disclose too.
Red flag: an influencer or a staffer posting your gifted product with no #ad.
Do this: require a visible #ad on every paid or gifted post, no exceptions.
5States are not the same
Coupons, contests, giveaways, sweepstakes, and shipping rules change at every state line, and control states play by their own book entirely. What is legal in your home market can be a violation one state over.
Red flag: running a giveaway across state lines without checking each state first.
Do this: confirm the rules state by state before any promotion crosses a line, and write compliant contest rules.
6Know each platform's alcohol policy
TikTok allows organic alcohol content within its policy but prohibits paid alcohol advertising in the US, so plan your paid dollars for Meta and elsewhere. Meta needs 21+ gating turned on before you boost. Every platform is different. Read the policy before you spend.
Red flag: boosting a post on TikTok, or on an un-gated Meta page.
Do this: read each platform's alcohol rules before you pay to promote anything.
Do it yourself: a 20-minute compliance pass
Open the self-audit
Download the checklist above and read the items once, top to bottom, before you tick anything. You are looking for honest gaps, not a gold star.
Walk your own profiles
Open every social account and your website as if you were a stranger. Is the age gate on? Could a fifteen-year-old sign up for your email? Fix what you find before you move on.
Scrub your recent posts
Scroll your last month. Any claim you could not back up, any account you paid or gifted without a disclosure, any frame with a full pour and a steering wheel. Note them and edit or take down the worst.
Check anything with a prize or a state line
If you have a giveaway, a coupon, or you ship product, confirm the rules for every state it touches. When you are not sure, that uncertainty is your answer to pause it.
Fix the paid stuff
Add a visible #ad to every compensated or gifted post, and confirm nothing of value is flowing to a bar or store that sells you.
Score it and calendar the next pass
Tally your checklist, fix the reds this week, and set a reminder to run this again next quarter. Compliance is a habit, not a one-time cleanup.
Want a human to check your posts?
Guided members get their flagged posts reviewed by a person before anything goes out, and a compliance question answered when they need it. When you want that safety net, it is one email away.