DTC Podcast
Ep 368: Nick Shackelford BREZes to a Milly in 8 Months – THC Meets CPG
Jan 8, 2024
Nick Shackelford, founder of Structured and builder of BREZ, a new low dose cannabis beverage breaking the million dollar mark in their first 8 months, talks about advertising in restricted categories, building a premium brand, the evolution of user-generated content, leveraging influencer marketing for cannabis products, and predictions for the cannabis beverage industry in 2024.
39:55
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Quick takeaways
- Breeze, a low-dose cannabis beverage, achieved explosive growth by focusing on building a premium brand image and targeting a market interested in alternative mocktails and conscious consumption.
- Breeze's success can be attributed to its digital marketing strategies, including influencer collaborations, affiliate programs, and prioritizing high-quality, polished content over user-generated content.
Deep dives
Breeze: A Successful Low-Dose Cannabis Beverage
Breeze, a low-dose cannabis beverage, has experienced explosive growth in just eight months, surpassing the million-dollar mark. The brand focuses on building a premium image and targeting a market interested in alternative mocktails and conscious consumption. They aim to provide a buzz without the negative effects associated with heavy alcohol or cannabis use. Breeze positions itself as a high-end product with an equinox aesthetic, offering a unique experience for consumers. Despite regulatory challenges and restrictions, the brand has achieved success through digital marketing, affiliate partnerships, and building a loyal customer base.
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