What founders say
Cafés, restaurants, hotels, liquor stores and c-store. The channels most brands are told to avoid, and what it takes to hold that shelf.
“In the beginning we were selling to a lot of liquor stores, and obviously liquor stores are trying to sell liquor. And so then it's kind of showcasing why they need to improve their NA set.”
She sold into a channel that had no shelf for her category by arguing the shelf should exist. That is slower than fitting an existing set, but it means arriving with no competition on it.
“We're at a hundred and eighty seven new gas stations across Tennessee right now. We are sold out in the first six days… our brand awareness is small… But we convert really well at the register.”
Low brand awareness is survivable in convenience if the product converts on impulse. He treats the register as the point of discovery rather than something brand spend has to warm up first.
Keep reading
“I would go into my local grocery stores or liquor stores and pretty much just pitch my product… we had so many places say yes, we had some places say no.”
Isabella Hoag, A.J. Calvin
Read the answers →1 founder · 2 answers“in the beginning we were selling our a single can wholesale for six dollars, and now we're selling retail for four ninety nine. So you can just imagine the trial and error it took.”
Isabella Hoag
Read the answers →1 founder · 3 answers“I didn't add one very specific section, distributed by OSIA… that really held us up in a lot of different ways. We couldn't get it into distributors. And so we had to self-distribute for a long time.”
Isabella Hoag
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