DTC POD - Scout & Blaine final

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

✨ Preset prompt

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Blaine Bolus 00:00:06 00:01:35

Growing a D to C Brand with Scout Brusan, CEO of Desoa: "As a D to C brand, you need real time financial visibility to save money and make better decisions."

Blaine Bolus 00:10:03 00:10:36

The Rise of Non-Alcoholic Beverages: "One of the first things I want to talk about just from a cultural sort of perspective, because I know nonalcoholic as a category is like, blowing up. So your guys'timing is obviously awesome, but what can you just tell us about the category as a whole?"

Blaine Bolus 00:12:59 00:14:18

The Impact of Constant Connectivity on Drinking Habits: "I drink way less than I ever did just because I can't afford to be slow in the morning or even in the evening."

Blaine Bolus 00:15:12 00:16:02

"The Impact of Fitness Trackers on Perceived Health: 'Now it's not just I feel a certain way, it's like I quantifiably am a certain way,' " - The speaker discusses how fitness trackers have changed the way people perceive their own health, moving from a subjective feeling to a quantifiable measurement.

Blaine Bolus 00:18:43 00:20:03

Launch Preparation: "I think the fact that she's able to get all the way into the weeds and have her fingerprints across the brand, I think it's really important and makes a huge difference."

Blaine Bolus 00:27:12 00:27:43

"Retail Placement: Where do you guys show up physically in retail?" - "Do retailers have specific shelf space set aside for non ALK? Where do you guys sit? Are you in the soda section? Are you in the next to the alcohol section? In the mixer section?"

Blaine Bolus 00:30:42 00:31:40

Marketing Strategy: "It has a cost to execute, it has a cost on product. And for a seed stage business that can't just go away, drowning the world with their beverage, how do you think about where to show up at your stage?"

Blaine Bolus 00:36:23 00:37:43

Celebrity Brands Done Right: "When you're trying to show up personally as a brand and you're trying to grow and get all those learnings, I think traditionally a lot of celebrity lines, one, the talent themselves wasn't as involved in the process, right? And then two, like you were saying, you would layer in agency and all these other kind of factors on top of it and then it becomes a really impersonal experience."

Blaine Bolus 00:44:54 00:45:45

The Power of Transparency: "it's like rather than just trying to hide information and sugarcoat things, a lot of times the best way to communicate, especially with a team, is just be open and transparent."

Blaine Bolus 00:47:24 00:47:56

How to Support DTC Pod: "A rating and review would go a long way as we continue to host the best builders in DTC and beyond."

💬 Keywords

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master distiller, non-alcoholic beer, spirit proxies, ready-to-drink, aperitif-inspired, minimum viable product, direct-to-consumer, product market fit, media attention, brand awareness, partnerships, investor relations, fundraising, marketing, sales, health and wellness, sober curiosity, brand development, brand marketing, target consumer, geography, brand ambassadors, presentation, entrepreneurship, profitability projections, overhead costs, commission models, sustainable growth, omnichannel growth, social media, DTC, wholesale, education, non-alcoholic beverages.

📚 Timestamped overview

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03:16 From Curiosity at McKinsey to Dough Ventures

06:22 Master distiller and musician duo launch non-alcoholic wine.

10:36 The Sober Curiosity Movement: Redefining Alcohol Consumption.

16:02 "Behind the Scenes of DA SWA Branding"

20:03 "Scaling a start-up: Higher expectations, higher costs"

24:54 "Omnichannel Growth: From Instagram to In-Store Shelves"

31:40 Marketing strategies for target consumers and markets.

34:33 "Scouting Brand Ambassadors: The Art and Strategy"

37:43 The multifaceted role of a podcast editor.

41:39 "Shifting focus to efficient and sustainable growth"

❇️ Key topics and bullets

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Topics covered in the podcast episode:
- Introduction of Morgan, a master distiller, and her motivation for creating a non-alcoholic beverage option for women - The story of how Katie and Morgan met and came up with the concept for Daswā - Launch timeline and aims of Daswā - Discussion of minimum viable product (MVP) - Benefits of successful launch and opportunities for partnerships - Speaker's role and priorities in the company, including investor relations, fundraising, and strategy - Representation at events and use of brand ambassadors - Trends in health and wellness and drinking less among Millennials and Gen Zers - Brand development process and ethos of Daswā - Importance of target consumers, geography, and brand marketing strategies - Speaker's background and entrepreneurial journey - Impact of COVID-19 on businesses and trends in the beverage industry - Education and importance of presence on multiple channels for growth
Bullets for each topic:
- Introduction of Morgan, a master distiller, and her motivation for creating a non-alcoholic beverage option for women: - Experience in creating products in the beverage alcohol space - Noticed growth in non-alcoholic beer and spirit proxies - The story of how Katie and Morgan met and came up with the concept for Daswā: - Met when both were pregnant and couldn't drink alcohol - Wanted to create a ready-to-drink option that mimics the taste of alcohol - Complex and nuanced original liquid that is aperitif-inspired in its flavor profile - Launch timeline and aims of Daswā: - Working on the brand for 18 months before current CEO joined in fall of 2021 - Launched in January 2022 - Aims to provide optionality and inclusivity for those who are taking a break from drinking or drinking less - Discussion of minimum viable product (MVP): - The nature of MVP looks different for each startup - Speaker's focus is on achieving product market fit for their direct-to-consumer business - MVP was a full-scale production - Benefits of successful launch and opportunities for partnerships: - Media attention, sales inquiries, and brand awareness - Unique opportunity to educate and raise awareness about their new category through partnerships - Speaker's role and priorities in the company: - Investor relations and fundraising are major areas of focus - Building Daswā in a way that maximizes potential in the current economy - Working with marketing team, sales team, and COO to move the business forward - Leveraging investors and the board to achieve ambitious goals - Representation at events and use of brand ambassadors: - Roughly 80% of the time, someone from the company's team in LA goes to events to represent the brand - The team consists of around seven full-time people - Founder or leads in brand or E-commerce attend events - Found success in finding individuals who specialize in demoing and selling - Plans to continue finding brand ambassadors in a "scrappy" way - Trends in health and wellness and drinking less among Millennials and Gen Zers: - Health and wellness is a lasting trend that drives consumer behavior across different industries - Millennials and Gen Zers are driving the trend of drinking less every year, with dry January being a significant moment - The idea of sober curiosity is redefining the taboo conversation around not drinking - Brand development process and ethos of Daswā: - Katie was very involved in the brand development process of D'Sua - The brand ethos of D'Sua is about opening up to all of life's experiences and the beauty of restraint - Important for D'Sua to be its own brand that stands on its own, resonates with Katie's personal values, but also lives and breathes on its own - Importance of target consumers, geography, and brand marketing strategies: - Two important factors to consider in brand marketing: target consumer and geography - Traditional strategies like putting a brand ambassador at events still work despite difficulties in measuring impact - Prioritizing relationships with strong brand ambassadors and communities can help showcase a brand effectively - Speaker's background and entrepreneurial journey: - Worked as a generalist at McKinsey but was drawn towards consumer projects and the entertainment space - Attended MIT, which provided a technical education but wanted to explore the entrepreneurial world more - Passionate about creating "better for you" products - Enjoyed the experience of bootstrapping and finding product-market fit, which led them to meet Katie and Morgan and join their venture in its earliest stages - Impact of COVID-19 on businesses and trends in the beverage industry: - COVID-19 has impacted businesses differently, causing them to shift focus towards profitability projections rather than hypergrowth - Beverage industry tends to be competitive and expensive due to overhead costs - Companies are now focusing on efficient and sustainable growth and considering margin burn and profitability as part of their growth strategies - Education and importance of presence on multiple channels for growth: - Omnichannel growth is important in the beverage industry - Presence on social media platforms like Instagram and TikTok can benefit both DTC and brick-and-mortar accounts - DTC helped the company understand consumer preferences and now wholesale is becoming more important - Education is important for consumers, distributors, and retail buyers - Aims to have their products in every account's four-foot set of non-alcoholic beverages to prove themselves and the category.

🎬 Reel script

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Hey guys, today's episode is all about the amazing brand Daswā. Founded by master distiller Morgan and her friend Katie, Daswā offers a range of non-alcoholic drinks that mimic the taste of alcohol. They aim to provide inclusivity and optionality for those who want to take a break from drinking or drink less, especially for women. The brand has a unique opportunity to educate and raise awareness through partnerships and events. The company's focus is now on achieving product market fit for their direct-to-consumer business. Millennials and Gen Zers are driving the trend of drinking less every year, making Daswā a perfect fit for those who prioritize health and wellness. In addition to discussing the brand, the episode covers important topics such as brand marketing strategies, target consumers, geography, and sustainable growth. Check out the full episode to learn more about this exciting brand and the beverage industry! #Daswā #nonalcoholicdrinks #healthylifestyle #drinkless #productmarketfit #brandmarketing #sustainablegrowth #podcastsummary

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