Ideas Post
Redefining Cheers: Tribu’s Take on Brēz’s Market Shake-Up
Discover how Brēz is redefining social sipping with mindful drinking and learn from their success.
A Fresh Wave in Social Sipping: Mindful Drinking Takes Center Stage
We’re riding a new wave in social sipping – one where mindfulness isn’t just a buzzword; it’s a lifestyle choice. As we bid adieu to hangovers and welcome health-conscious alternatives, Brēz emerges as a beacon for change in our glasses.
The trend towards mindful drinking has been gaining momentum, with consumers increasingly seeking alternatives that offer the social benefits of alcohol without the unpleasant after-effects. This shift is particularly pronounced among younger generations, with a Gallup Poll revealing a significant decline in alcohol consumption among adults under 35. While Millennials still enjoy their cocktails, Gen Z is gravitating toward non-alcoholic options, with non-alcoholic cocktails seeing a notable uptick in popularity.
Meet Brēz: A Social Tonic That’s More Than Just Bubbles
Imagine sipping on Italian lemon and elderflower without worrying about tomorrow’s headache. That’s Brēz for you – not just another non-alcoholic drink but a cannabis and mushroom-infused tonic that’s redefining what it means to ‘cheers.’ At just 30 calories per serving, it’s vegan, non-GMO, and gluten-free—perfect for the modern, mindful consumer.
The Secret Sauce: How Brēz Stands Out
Launched in April 2023, Brēz has quickly set itself apart in the crowded alcohol-alternative market. But what’s the secret to their rapid success? The brains behind Brēz include Aaron Nosbisch and Nick Shackelford, seasoned marketers with a proven track record in the cannabis and performance marketing spaces. They’ve expertly navigated the complex legal landscape to create a product that can be sold in all 50 states, leveraging the 2018 farm bill to include hemp-derived psychoactive cannabinoids like Delta-9 THC within legal limits.
This strategic positioning, combined with Brēz’s eye-catching, holographic packaging and spot-on branding, has made it a standout in the market. The branding feels as forward-thinking as the product itself, making consumers feel like they’re part of something truly groundbreaking.
E-commerce Excellence: January 2024 by Numbers
Despite being a young brand, Brēz is already setting benchmarks in the e-commerce space. With $640k ringing in January 2024 alone, Brēz isn’t playing catch-up; they’re setting new standards. An impressive average order value (AOV) of $90 speaks volumes – this brand knows its audience.
While their repeat order rate of 39% is lower than more established brands, it’s clear that Brēz is in aggressive growth mode, with a significant portion of orders coming from new customers. Their smart ad spend strategy, with a blended customer acquisition cost lower than their peers, shows they’re not just spending more—they’re spending smarter.
Blueprint for Budding Brands
Looking at Brēz, there’s much to learn about breaking into markets with gusto. It all boils down to spotting opportunities and seizing them with both hands – something we at Tribu are well-versed in.
At Tribu, we understand that launching a brand in a competitive space requires more than just a great product. It requires thoughtful branding, strategic campaign planning, and expert execution across all channels. Our team is equipped to help you navigate the complexities of launching a new product, ensuring that your brand not only enters the market but dominates it.
Ready to Launch Your Brand?
As Brēz has shown, there’s never been a better time to introduce an innovative product to the market. Whether you’re looking to develop your brand, plan and execute a high-impact campaign, or optimize your paid media efforts, Tribu is here to help. Let’s work together to create a brand that resonates with today’s mindful consumers and sets the standard for the future. Contact us today to get started.
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Explosive creative and messaging that helped a Texas-based legacy brand reignite its identity and dominate a highly seasonal market.
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