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Premium Brands' Strategy: Innovation for Organic Growth Within Three Years. James Le Grys #PremiumBrands #OrganicGrowth #Innovation #BeverageIndustry #MarketTrends #ProductDevelopment #ConsumerDemand #QualityProducts #BrandStrategy #IndustryGrowth

🫑 The Well-Lazy, Piss-Easy Way to Build a Food and Drink Brand 🫑 Two ways to build a brand, which one are you gunna pick 1. The Common Hard way (everyone picks) 2.The Well-Lazy, Piss-Easy way (no one picks) The common hard way: - pick a category that’s on trend and growing - find a USP - create quirky packaging - keep persisting until you get a listing The harsh reality? The world doesn’t really need another healthy snack or functional drink. Unique Selling Points are overrated, especially in crowded categories. Being MORE prebiotic. Being MORE CBD Being MORE Keto The Well Lazy and Piss-Easy Way to Build a Brand: First, we must DITCH USPs. They’re overrated and outdated. We must replace USPs with UCPs. Unique Selling Points are OVER RATED. Unique Category Play are UNDER RATED. Unique Category Perspective - Find a dead category that hasn’t been touched in years - Where there are LITERALLY no brands playing - Create a vibrant fun brand there Why? - You’re in a category of one. - Buyers in that category are GAGGING for innovation - You’ve got tonnes of case studies of other categories - So easy to drive accretive cash margin and incrementality. Unique Selling Point definition: find a unique point of difference that makes you STAND out in your category. Unique Category Play definition - find a category that absolutely no one is playing in, create a brand there. Jolly Hog did it with Bacon Liquid Death with Water Bold Bean Co. with Pulses Beans Crosta Mollica with Pizza Little Moons with Ice Cream Unique Category Play > Unique Selling Point. 10x easier to inject fun and newness to a dead, untouched category vs. trying to STAND out in a crowded, growing on trend category. Every top food and drink founder reads our Newsletter. Come join the party. Subscribe below xx

The Brand That Made Cottage Cheese Ice Cream a thing. Let’s talk about Smearcase—a brand that didn’t just jump into a new category; they created it. I mean, Cottage Cheese Ice Cream? That’s bold. And honestly, they nailed it. Being first to market with something so unique is both a blessing and a challenge. On one hand: Pro: You get to set the rules. Smearcase has the chance to define what Cottage Cheese Ice Cream looks like, tastes like, and stands for. They’re the OGs in a space that’s bound to blow up as Americans get more into healthier options. Pro: All eyes are on you. When you’re the first, you get all the buzz. Smearcase is making waves because they’re doing something no one else is. But it’s not all smooth sailing: Con: You’ve got to educate the market. Not everyone is ready to swap their usual dessert for something as different as Cottage Cheese Ice Cream. Smearcase has to work harder to get people on board. Con: The competition is coming. Fast. Once people see Smearcase’s success, you can bet other brands will try to ride the wave. Staying ahead won’t be easy. The thing is, Smearcase is playing the long game. They’re not just selling a product—they’re shaping a whole new category. And with the way health trends are going, I’d bet Cottage Cheese Ice Cream becomes pretty normal. Plus, you don’t have to dip your Doritos in cottage cheese anymore to get that extra protein in. Big props to Smearcase and Joseph R. Rotondo for taking the leap and showing us all how it’s done. #Branding

India’s most innovative brand may not be in apparel or beauty, but 5,000 Cr beverage maker Bira 91 Bira makes beers, which isn’t new. Bira has lost money each year since it started. Bira’s valuation has remained flat for 2 years. Brands in other categories like Zudio and Forest Essentials, have exploded at the same time. Pandemic almost killed Bira. Far from being innovative, it looks like an expensive mistake. But opening bottles reveals a 1,000 Cr resilient brand attempting to win India’s toughest market Ankur Jain was a Delhi kid who studied in the US in 2002. An engineer, he started up in healthcare. Visiting NYC’s Brooklyn Brewery, he developed a taste for craft beer. He sold his startup to return to India, briefly working for Reliance. But the taste of beer lingered. Deciding to become a beerpreneur, his Dad refused to speak to him for 5 yrs. Beyond the “taboo,” the market was hard Ankur started Cerena Beverages in 2009 by importing EU craft beer By 2010, Cerena was an instant success with sales growing 25x. By 2014, Ankur realized India market needed Indian and new. Deciding to move from distributor to producer, Ankur looked for a name. Coming up with what meant brother, beer and evoked India, a new brand was born. Bira 91 launched in 2015 Bira focused on craft beer rather than regular/strong. Leaders like Kingfisher ruled to keep pygmies like Bira out. Yet Bira was ambitious. Growing from 1.5L cases in 2015 to 7L cases in 2016, it reached modest 4 Cr. Yet, Bira’s eye-catching branding, crazy monkey, and hip vibe had premium consumers turning Bira was soon scratching a 20,000 Cr market, hard both literally and figuratively Opposite to global trends, beer’s 30% lagged spirits’ 70% in market share. Craft was a mere 2%. But younger, higher-income flocked to craft. Craft’s higher 30% margin helped. Demonetization and GST hit Bira hard, escalating losses. Yet, by 2018 Bira grew to 1M cases, taking 1% beer share, raising 300 Cr. New brands imitated Bira. By 2019, Bira moved to Tier 2. 55% of beer’s margin went in taxes, pushing newcomers out But by FY20, Bira exploded to 480 Cr of revenue As Bira exploded, the pandemic closed everything. By ’21, restaurants caved, beverage makers struggled. Yet Bira kept innovating. Launched new products, quietly built its brand, expanded internationally. By 22, it emerged almost unscathed. B91 acquired Beer Cafe to own distribution, Chattisgarh distilleries for supply. B91 reached a valuation of 4,000 Cr By FY23, revenue ramped to 824 Cr 100-year-old Japanese Beer maker Kirin Holdings built a 20% stake. Unbelievably, B91 was now India’s fourth-largest beer company. Present in 1000+ towns across India, it was in 20+ countries. Building a startup in a competitive, tough, hard-to-market category was hard; winning was inspiring. By 2024, it was a deep brand leading in a 62,000 Cr market With its story here (https://bit.ly/4cS3JZe), Bira could transform a buzzy brand into big business

We are extremely excited to see our client’s SAVOURSMITHS delicious chips on the shelf in China for the very first time! Congratulations SAVOURSMITHS 🎉. We look forward to seeing a new country discover and enjoy these tasty chips! Here's how we got here: We've adopted a dual approach, ensuring SAVOURSMITHS chips are available both online and offline from day one. This unconventional strategy stems from the immediate interest shown by supermarkets, sparing us the need to build an online presence first. Wondering what caught the eye of retailers from the get-go? Here are the key ingredients: 👏Standout Branding: Savoursmiths exudes sophistication and charm, making them an instant hit in the market. 🤩Perfect Positioning: Nestled within the snacks category, Savoursmiths knows just how to satisfy the cravings of snack enthusiasts. 🤑Competitive Pricing: Offering top-notch quality at an attractive price, Savoursmiths strikes the perfect balance, winning over both consumers and retailers. 🎩Premium Packaging: Dressed in packaging that screams luxury, Savoursmiths chips effortlessly stand out on the shelves, ready to entice premium market shoppers. 🦄Unique Flavors: With a range of distinctive and tantalizing flavors, Savoursmiths promises a snacking experience like no other. As we celebrate this milestone, we extend an invitation to brands eyeing the Chinese market. Drop your website link in the comment section below and we will provide a free consultation to see if there is a fit. Let’s XPAND! 🚀💫🖖

We made a big adjustment to our packaging. At FFUPs, we constantly listen to our customers and retail partners to make sure that we are putting the brand in the best position to succeed on shelf. Our customers do not reach for snacks with excessive health claims. They enjoy indulging in snacks that serve no purpose other than tasting great. So, we haven't positioned ourselves as a "better-for-you" brand luring customers in with health claims. However, we heard loud and clear confusion around our "Not Healthy" claim. So, we changed up our packaging to better communicate who we are as a brand to potential customers encountering us for the first time on shelf. We also heard that our flavor names should be in a more prominent position. We made three key adjustments: First, we moved the flavor names to the middle of the packaging. When multiple flavors are on shelf, it is much clearer to the shopper that we are a brand focused on flavors. Second, we put "Tasty Tubes" where "Not Healthy" previously was. This is the most eye-catching part of our bag and leading with a positive claim that our product is all about taste creates a better first impression. Third (and this is the big one), we updated our "Not Healthy" copy to say "No Health Claims Here, Just Delicious Puffy Goodness." This better articulates who we are as a brand: we don't make health claims, we just focus on taste and flavor. Our core customer insight and brand positioning remain the same. But thanks to feedback from our customers and retail partners, we believe we're communicating who we are as a brand more clearly! Check out our new design for our 4oz product and be on the lookout as the new design starts to roll out with our retail partners in the northeast and mid-atlantic in the coming months:

I’m starting to notice a significant shift in the beverage industry. Particularly with non-alcoholic options like Kin Euphorics reaching a broader and more health-conscious audience. Bella Hadid’s non-alcoholic brand, Kin Euphorics, exemplifies how vibrant branding and strategic product positioning can captivate consumers, especially Gen Z. The brand’s use of gradient colors cleverly signifies the energy the beverage imparts, appealing not just visually but aligning with the wellness trends that are driving market growth. However, even a visually appealing brand like Kin could enhance its connection with consumers. Featuring Bella Hadid more prominently could leverage her sober lifestyle, bolstering the brand’s authenticity. Furthermore, rethinking incentives beyond free shipping might better convert browsing into buying. The non-alcoholic beverage market is on a robust growth trajectory, projected to grow at a CAGR of 4.7% through 2028, driven by a surge in demand for healthier beverage options and functional drinks. This makes it an exciting time for brands like Kin Euphorics, which are well-positioned to capitalize on these trends. 🥂 What strategies do you think are most effective for non-alcoholic brands trying to make a mark in this growing sector?

The non-alcoholic beverage industry is ripe for success when paired with social marketing. Hitting markers with social groups that strive for a healthier work/life balance is key. The question of successful marketing will come down to product delivery, reach, and the sell-through not just placement. And sell through is usually followed after a strong story is told. What if we could have happy hours that didn't tie us to slower mornings? What if every drink had a purpose and feeling associated it and not health risk? What if the Super Bowl wasn’t sponsored by a beer but a cannabis beverage? What if healthy lifestyles weren’t just about the finish and enjoyment but rather the preparation of body? The industry is matching lifestyle demands in a cultural shift beginning with the age old “why?”and being accepted not only in social circles but reinforced in corporate cultures. Purposeful consumption and meaningful connection matter. Truly above the influence! #beverageindustry #nonalcoholic #healthylifestyle #socialmarketing

Great designers and brand builders listen to their customers. 👏 Great designers and brand builders also have to pivot their efforts. 👏 It is not uncommon to design something to the best of your ability and then have to revisit the package design months later to address unforeseen challenges. We try out best to knock it out of the park, but it's ok to pivot when you get more information. Isn't that all of entrepreneurship? PIVOT!

Want to discover the coolest bev brands in DTC right now? 🥂🍺🍸 Here are some of our faves! 🍷 A Glass of: Revolutionizing the wine scene, A Glass of offers eco-friendly pouches featuring Australia's indie winemakers, making quality wine exploration affordable and sustainable. 🥤 ANDSODA Inc.: With a chic take on vodka sodas, And Soda is more than a drink; it champions collaboration and creativity. 🌱 Avaline Wine: Cameron Diaz and Katherine Power's brainchild, Avaline redefines wine with organically farmed, additive-free bottles, sparking conversations about transparency in the wine industry. 🍺 To Øl Denmark's rebellious microbrewery, To Øl, defies tradition by crafting contemporary, boundary-pushing beers since 2010. From hoppy to floral, their beers prioritize taste, balance, and innovation, propelling them to global acclaim. 🍇 Fallen Grape Wine Co.: Celebrating low-intervention wines from California's central coast, Fallen Grape focuses on sustainability, handcrafted quality, and the essence of the region. 🍸 Troop Beverage Co.: Rejecting toxic drinking norms, Troop crafts honest, fresh cocktails since 2019, challenging excessive drinking culture with a focus on quality, creativity, and a new standard of enjoyment. It's for those savoring drinks and genuine moments over shots, setting a refreshing drinking culture. We're excited to see what these brands achieve in 2024 🤩 If you're a DTC brand looking to partner with other like-minded and value-driven brands, be sure to head over to ShopSwap and see your matches!