The Hooch Lab

The Hooch Lab is a network of beverage industry specialists that unlock ideas and tap into consumer and commercial insights to bring brands to life. They offer services such as strategy, innovation, ideation, and design, guiding brands from ideation to production and beyond. Their expertise includes corporate, category, and brand strategies, identifying market opportunities, creating demand, and developing brand architectures and packaging designs. Founded by Christian McMahan, a seasoned beverage industry professional with over 25 years of experience, The Hooch Lab has been recognized for its innovative work in the industry.