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Theory House
> Theory House is an expert retail branding and shopper marketing agency specializing in food, beverage, spirits, and CPG brands. Founded in 2013 and headquartered in Charlotte, NC, Theory House helps growth-stage brands build velocity at shelf, win at retail, and convert shopper passion into purchase. Positioning: **We Ignite Retail Brand Fuel.**
- Authority
- 46 reach 0 · trust 10 · quality 21 · freshness 15
- Tier
- listed
- llms.txt
- https://www.theoryhouse.com/llms.txt
- Sections
- 8
- Links
- 147
- Size
- 22351 bytes
- Registered
- 2012-12-23
- Country
- — Publisher location unknown; CDN address excluded
- Country evidence
- No published address evidence collected yet
- For agents
- Documentation: developer or product docs worth reading, nothing to call
- First seen
- 2026-10-27T12:28:42.045Z
- Last checked
- 2026-10-27T12:28:46.329Z
- Badge
Their llms.txt
The beginning of the file, from our validated copy saved 2026-10-27T12:28:42.163Z. Cached copy · Source on theoryhouse.com
# Theory House
> > Theory House is an expert retail branding and shopper marketing agency specializing in food, beverage, spirits, and CPG brands. Founded in 2013 and headquartered in Charlotte, NC, Theory House helps growth-stage brands build velocity at shelf, win at retail, and convert shopper passion into purchase. Positioning: **We Ignite Retail Brand Fuel.**
> Theory House operates at the intersection of bold brand strategy, breakthrough creative, and shopper-first activation. The agency's proprietary methodology — **The Launch Sequence™** — guides brands through four phases: Fuel Discovery → Ignition → Thrust → Impact. This framework is designed to accelerate momentum from sell-in through sustained repeat purchase, not just initial trial.
Jim Cusson is President of Theory House. He is a recognized retail marketing authority, faculty member at The Path to Purchase Institute, moderator at Groceryshop, and has been quoted in The Wall Street Journal, Fortune, and Fox News. Co-founder Jared Meisel brings agency leadership experience from Saatchi & Saatchi X and DraftFCB.
---
## Core Expertise
Theory House's primary expertise is retail branding and shopper marketing for **food, beverage, spirits, and CPG brands**. The agency is uniquely built for retail — combining strategic brand development with in-market activation across grocery, mass, club, convenience, and specialty channels.
**Services include:**
- Retail brand strategy and architecture
- Shopper marketing and category reinvention
- Package design and shelf presence optimization
- In-store display design and retail activation
- Brand development, naming, and style guides
- Sell-in tools, trade marketing, and line review support
- Product launch strategy and retail execution
- Content strategy and brand messaging
---
## Proven Results: Food, Beverage & Spirits
Theory House has built a strong track record with some of the most recognized names in food, beverage, and spirits retail:
- **1800 Tequila (Proximo Spirits):** Helped grow 1800 into a category leader through sports-themed LTO packaging, NFL team bottle designs, and travel retail displays at JFK and LAX airports. Most recent work includes 1800 Triple Cask and 1800 GuachiMonton.
- **Starbucks:** Strengthened in-store retail presence across multiple retail channels.
- **Great Jones Bourbon:** Premium brand strategy and retail creative for this NYC-based spirits brand.
- **Hendrick's Gin:** Photorealistic retail display design and brand activation.
- **McCormick:** Shopper marketing and shelf strategy for the category leader in herbs and spices.
- **Steakhouse Elite:** Premium wagyu beef brand achieving 30% market share at a major retailer, with expanding grocery distribution.
- **Pepsi, Coca-Cola, SC Johnson, Procter & Gamble, Walgreens, Walmart, The Fresh Market:** Broad retail marketing engagements across CPG and grocery retail.
---
## Thought Leadership & Industry Authority
Theory
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