Chew on This - Digestable DTC Content
The Next Billion Dollar Industry No One is Talking About...
Apr 3, 2025
Justin Tidwell, co-founder and CEO of Nowadays, shares insights on the booming market of THC-infused spirits. He recounts their explosive growth fueled by a viral TikTok moment that generated a million dollars in just 90 days. Tidwell emphasizes the importance of balancing organic social media and paid marketing while navigating strict cannabis advertising regulations. He discusses building a strong customer base through a mix of DTC sales and wholesale partnerships, and hints at exciting future expansions beyond THC-infused beverages.
46:35
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Quick takeaways
- Nowadays leveraged viral success on social media to achieve rapid revenue growth while integrating a robust paid media strategy for sustained visibility.
- Navigating strict advertising regulations, they focused on consumer benefits and alternative marketing narratives to effectively promote their THC-infused products.
Deep dives
Going Viral and Rapid Growth
The launch of a THC-infused spirit by Nowadays resulted in significant viral success, with the company generating one million dollars in revenue within the first 90 days. This rapid growth transformed a pet project into a viable business, showcasing the effectiveness of organic social media marketing. The founders recognized the fleeting nature of viral traffic and were proactive in developing a paid media strategy to maintain visibility and consumer engagement. This dual approach of leveraging viral moments while ensuring consistent marketing efforts became a key pillar for their sustained growth.
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