ontradesales

OnTradeSales

On-trade spirits consulting plugin for Claude Code, inspired by Chris Maffeo — drinks industry strategist and founder of MAFFEO DRINKS.

What is this?

A Claude Code plugin with six slash commands for spirits brands selling into bars. Brand audits, menu placement strategy, market entry plans, content audits, distributor fit assessments, and pre-meeting pitch briefings.

All advice follows Maffeo's consulting philosophy: direct, commercially grounded, no bullshit.

Commands

Command	Description
/brandreport	Full brand audit — 6-round interactive session covering positioning, liquid strategy, commercial numbers, competitive set, sales narratives, and route to market. Outputs a comprehensive consulting report.
/menuplacement [url]	Analyse any bar menu for placement opportunities. Accepts a URL, file path to a photo/PDF, or pasted text. Tailored pitch advice based on the menu.
/marketlaunch <city>	Research a city for on-trade market entry. Finds ICP-matching venues, distributors, and industry contacts. Builds a 90-day launch plan.
/contentaudit <url>	Audit your online content against your brand report. Scores alignment, identifies gaps, and gives trade-focused content recommendations.
/distributorfit <url>	Assess mutual fit with a distributor. Analyses their portfolio, simulates a buying meeting, and prepares negotiation strategy.
/pitchprep <venue>	Pre-meeting briefing for a specific venue. Researches the bar, analyses their menu, builds a tailored pitch script with objection handling.

How It Works

1. Start with /brandreport — this creates a consulting report in your current folder. All other commands depend on it.
2. Use the other commands as needed — they automatically detect your brand report and personalise everything to your brand's positioning, pricing, and competitive set.
3. Reports are saved locally — all generated files appear in the folder you're working from as markdown files.

Consulting Philosophy

All commands follow Chris Maffeo's core principles:

• Direct and cautionary — says what others won't
• Bottom-up empiricism — real bar behavior over theory
• Create demand before distribution — no chasing placements without pull
• Start local, not global — win your neighbourhood first
• Relationships over programs — authentic bartender partnerships
• Commercial reality first — GP%, margins, and price-per-serve
• Challenge vague positioning — generic differentiation gets called out
• No bullshit — every observation specific to your brand, your category, your market

Installation

The easiest way (30 seconds):

Open Claude Code and paste this. Claude does the rest — commands will be available globally in all your projects:

Install OnTradeSales: run git clone --single-branch --depth 1 https://github.com/dg405/ontradesales.git ~/.claude/skills/ontradesales && cd ~/.claude/skills/ontradesales && ./setup.sh

Once installed, the skills are available directly via slash commands (e.g., /brandreport).

Alternative: Local Plugin (Namespaced)

If you prefer to install it as a standard Claude Plugin:

claude plugin add github:dg405/ontradesales

Note: Installing this way places the commands under a namespace, so you would need to run /ontradesales:brandreport instead of just /brandreport.

Example Workflow

/brandreport                              → Full brand audit
/marketlaunch London                      → Find target venues in London
/pitchprep "The Connaught Bar"            → Prep for a specific meeting
/menuplacement https://example.com/menu   → Analyse a menu before a meeting
/contentaudit https://instagram.com/brand → Check if your content supports trade sales
/distributorfit https://distributor.com   → Evaluate a distributor before a meeting

About Chris Maffeo

Chris Maffeo is a drinks industry strategist challenging conventional wisdom about how spirits brands build sustainable growth. His philosophy: bottom-up strategies grounded in observable consumer and bartender behavior, not inherited playbooks. Learn more at maffeodrinks.com.

License

MIT