The reality tv star of Bravo's Summer House (and soon Winter House), Kyle Cooke and COO Nick Califano join Harry and the gang to talk about their hard iced tea line, Loverboy.
---Time-Stamped Contents ---
00:00 intro - aimless banter
00:50 can you take dogs anywhere now? niet
01:30 jenn going to vermont to bank some marriage points with hubs.
02:35 pre-gaming the loverboy hard tea and summer house story
05:45 kyle and nick join us with loverboy
06:00 summer house spared by storm
07:10 kyle on merch
07:30 lifestyle brand
07:50 loverboy #2 hard tea in some cuts
08:20 kyle on using dtc to test concepts
09:32 expresso martini so strong in dtc, probs taking to retail
09:50 but ultimately go thru "best in class" beer distributors
10:40 loverboy expects to expand or launch 43 states in next 9 months
10:50 choosing a mix of ab/mc/craft distribs
11:35 nick: start with best in class, then go to best fit
12:00 example of fire with lakeshore in chicago
12:40 jenn asks if seltzer slowdown is concern. no, clears the field
14:15 as category matures it will form into segments
14:20 pricing of loverboy: toward the high end
15:10 variety packs aren't the bee's knees anymore, premium one flavor say retailers
15:50 loverboy distribs make $10 a case gp
16:05 best selling flavor by a hair: white tea peach, then hibiscus
16:20 kyle can't choose a favorite
16:25 first hard chai tea
17:05 jordan: where the volume coming from, and is it incremental (and then he tells an anecdote).
17:45 show brings 'em in, taste keeps 'em: start with tea add tiny amt juice then "bring it to life" with monk fruit
18:50 jenn: is there an on-premise play?
20:20 will you flip this or take on strategic partner?
22:05 nick: covid leveled playing field on supply chain
24:30 what happens after summer house? spoiler alert: winter house
26:30 reaching an order distrib and retailers: demo is key
29:50 kyle: we're d-list celebrities if you even want to call us celebrities. not about followers, about engagement
30:50 kyle on blurring of lines
32:30 harry fanboys on kyle: asks about balance of party and biz life
34:50 now jenn fan girls on him, and we bring it home.
---About---
Beer Business Daily publisher Harry Schuhmacher joins his editors and other guests every workday as they grok the industry issues of the day.
-Text or call Harry in confidence at: (262) 345-2501
-Audio/Video feeds at HarrysPod.com
-Articles referenced at beernet.com
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