Over the years I’ve observed the same easily avoidable, frustrating phenomenon of first-time drinks founders…
They try to solve for a subjective problem by appealing to logic: “The world needs a better-tasting flavored hard seltzer; our hard seltzer tastes better because XYZ.”
Successful, innovative brands are successful for the same reason:
They fix an objective issue by engaging emotion.
Athletic Brewing
Problem: “I want a beer, but not the alcohol.”
Emotion: “I don’t want to feel like I’m giving up taste or socializing with my friends.”
BeatBox
Problem: “I want an alcoholic drink, but wine is confusing. What does it even taste like? I need a corkscrew and what if I don’t want a full bottle.”
Emotion: “I understand this and it’s fun.”
Liquid Death
Problem: “I’m thirsty. Plastic pollutes. Bottled water is what Boomers buy at Costco.”
Emotion: “I can look cool drinking water.”