July 20, 2026 · 7 min read · coffee · roasters · wholesale
How a coffee or beverage brand builds its Where to Buy page
A step-by-step workflow for coffee roasters and drink brands to build a Shopify Where to Buy page from wholesale orders, using Rare Brew as the working example.
Joshua
Co-founder, Rare Brew & SyncaMap · Updated October 12, 2026
The short answer
A coffee or beverage brand builds a reliable Where to Buy page by mapping wholesale orders automatically, cleaning up product names, and expiring cafes that stop reordering. Drinks sell through cafes, grocers, and bottle shops that change often, so a hand-edited list rarely survives a busy season.
Why is this harder for drinks brands?
- Short reorder cycles mean you quickly see who stopped buying.
- Many small accounts across Faire, Airgoods, and direct wholesale.
- Wholesale SKUs like 12-packs or 5 lb bags look odd to shoppers.
- Mixed venues: some cafes serve your drink but do not sell it to take home.
The Rare Brew example
Rare Brew, a functional drinks brand, kept its stockists in a spreadsheet until the list passed 100 retailers and stopped matching reality. The team built SyncaMap for its own store. Today its Find Us page shows 150+ wholesale locations auto-mapped from orders across Faire, Airgoods, and direct wholesale.
The workflow, step by step
- Tag wholesale at the source. Use an order tag or sales channel for marketplaces, and a "wholesale" customer tag for direct accounts.
- Clean product names with Product Rules. Map "Cold Brew 12-pack case" to the retail product shoppers know, and hide samples and fees.
- Start with one channel. Get your biggest channel right before adding the next.
- Pick an expiration window that matches your sales velocity; 2 to 4 months often suits fresh coffee and drinks.
- Ask cafes to confirm their listing and whether they sell retail bags or cans.
- Add the Store Locator block to your Find Us page and link it from the main menu and product pages.
What should shoppers be able to filter?
| Filter | Why it helps |
|---|---|
| Product | Find the flavor or roast they want |
| Venue type | Separate "drink here" cafes from "take home" shops |
| City or distance | Answer the "near me" question fast |
Common mistakes to avoid
- Mapping distributor warehouses instead of the cafes they serve.
- Leaving wholesale case names visible on the map.
- Hiding the Find Us page in the footer only.
- Never removing cafes that closed or switched roasters.
Sources
About the author
Joshua, Co-founder, Rare Brew & SyncaMap
Runs wholesale at Rare Brew. Built SyncaMap to solve his own stockist-map problem before selling it to anyone else.