Watch: Emerging Beverage Brand Leaders Discuss Sales Strategies

Leaders of four emerging “beyond beer” brands shared their strategies for differentiating in an increasingly crowded field during the annual Brewbound Live business conference, which took place virtually earlier this month due to the COVID-19 pandemic’s cancellation of in-person events.

“Your product has to be amazing,” canned cocktail producer Five Drinks co-founder and CEO Felipe Szpigel said during the discussion. “In craft, there are so many options, but also in our space now, every week a couple of dozen products come out. If you’re not really unique product-wise, you might get some awareness, you might get some traction, but then you won’t get the rate of sale and you will struggle very quickly.”

Joining Szpigel on the panel were:

  • Luke Anderson, co-founder of non-alcoholic, THC-infused beverage producer Cann;
  • Katie Beal Brown, founder and CEO of Lone River Beverage Company, which makes Ranch Water;
  • Aimy Steadman, co-founder and COO of Future Proof, which makes party punch BeatBox and Brizzy Hard Seltzer.

The panel discusses how the pandemic has affected their young brands’ go-to-market strategies and what it has been like to introduce new products to consumers during this time.

Watch all video content from Brewbound Live here.