Hey everyone, we're super excited to announce the launch of our slack community for D two C pod. This is a space exclusively for D two C founders and operators to connect, share ideas, ask questions and support each other. You'll be able to engage with the best minds and operators and consumer. And currently we're on a waitlist and it will open up the community once we reach 150 members. So apply using the link in the description and we hope to see you on slack. So before we kick off today's recording, I've got one more for you. Keeping up your momentum this year starts with the right selling tools. And if you're looking to increase revenue, grow faster, build more pipeline and close more deals, check out the all new sales hub from HubSpot.
Something went wrong!
Hang in there while we get back on track
DTC POD
#336 - Crowdsource Everything: How GORGIE Built a Brand with Community Power
Speaker
Blaine Bolus
Speaker
Michelle Cordeiro Grant
Michelle Cordero Grant, founder of Gorgie, shares how she built a wellness-focused energy drink brand through crowdsourced community input, social media engagement, and rapid market rollout. The conversation reveals the powerful role genuine consumer collaboration plays in product development and brand growth.
✨ Magic Chat
Don't have time for the full episode?
Ask anything about this conversation — get answers in seconds, sourced from the transcript.
Try asking
Featured moments
Highlights
“Keeping up your momentum this year starts with the right selling tools. And if you're looking to increase revenue, grow faster, build more pipeline and close more deals, check out the all new sales hub from HubSpot.”
“Well, started in fashion and I had built a company called Lively in that space. And I start there because the whole idea for that company was, what if I looked at a category that was multi billion dollar in the United States, but felt a little not what I want as a consumer or what I see on social? Enter lively. Everything was crowdsourced community based, and it was a serendipitous hard journey, but ended up working quite well in the end. After that company was acquired, I was like, what's next? And wellness was my greatest passion. However, when I would survey my communities on a Google duck survey on my phone, everyone was like, great, Michelle.”
“Well, started in fashion and I had built a company called Lively in that space. And I start there because the whole idea for that company was, what if I looked at a category that was multi billion dollar in the United States, but felt a little not what I want as a consumer or what I see on social? Enter Lively. Everything was crowdsourced community based, and it was a serendipitous hard journey, but ended up working quite well in the end. After that company was acquired, I was like, what's next? And wellness was my greatest passion. However, when I would survey my communities on a Google dock survey on my phone, everyone was like, great, Michelle.”
“Well, started in fashion and I had built a company called Lively in that space. And I start there because the whole idea for that company was, what if I looked at a category that was multi billion dollar in the United States, but felt a little not what I want as a consumer or what I see on social? Enter lively. Everything was crowdsourced community based, and it was a serendipitous hard journey, but ended up working quite well in the end. After that company was acquired, I was like, what's next? And wellness was my greatest passion.”
“Well, started in fashion and I had built a company called Lively in that space. And I start there because the whole idea for that company was, what if I looked at a category that was multi billion dollar in the United States, but felt a little not what I want as a consumer or what I see on social?”
Timeline
How it unfolded
Read along
Full transcript
You'll be able to manage your whole sales process. Plus my favorite part, the reporting. It's super intuitive, powerful and customizable. Plus the whole thing is powered by AI, so your teams can spend less time on tedious, time consuming stuff and more time on developing relationships. Also, no one likes a clunky platform that takes months to onboard onto. But getting set up on saleshub is really quick and easy. It's free to get started. The pricing will scale with your business, and with more than 1300 integrations and add ons, you can tune it to your exact needs.
Visit HubSpot.com sales to start selling with sales hub what is going on? DTC pod today we are joined by the founder and CEO of Gorgy, and that is Michelle Cordero Grant. So, Michelle, super excited to have you on the pod today. There's going to be a lot to talk about. You guys are building a very cool energy drink and brand. You guys have started to roll out in different retailers across the nation as well as having a very strong online presence. So why don't you just, before we get all the way into it, why don't you just give us a little quick background about yourself? Um, how'd you find yourself in, you know, the consumer brand building space and then, uh, we can get into how you started Gorgy.
Amazing. Well, thank you so much for having me here. It's such a pleasure. How did I get into beverage and more importantly, an energy drink? Well, started in fashion and I had built a company called Lively in that space. And I start there because the whole idea for that company was, what if I looked at a category that was multi billion dollar in the United States, but felt a little not what I want as a consumer or what I see on social? Enter lively. Everything was crowdsourced community based, and it was a serendipitous hard journey, but ended up working quite well in the end. After that company was acquired, I was like, what's next? And wellness was my greatest passion. However, when I would survey my communities on a Google duck survey on my phone, everyone was like, great, Michelle.
We don't want candy or food. We want to drink. And I'm like, what? Anyway, I find myself in Florida, and everyone is drinking energy drinks, and I'm like, who drinks energy drinks? They're so bad for you. TikTok said there were some that were good for you, so went to Whole Foods to buy one. Turns out there weren't any that were Whole Foods verified. And that's where, you know, the idea for gorgy really solidified. Like, what if we made an energy meets wellness drink and we posted that on TikTok? I was so fortunate that Jason Cohen, a CPG mastermind, was by my side and really helped me figure out the whole idea, the steps to take and so forth. And what was an idea on Labor Day? Basically, like a glass jar that I'm passing out to everyone that would stop and try it on the beach became a full fledged idea by Expo east at the end of the fall and launched in Whole Foods by January 11 of 2023.
Welcome to beverage, Michelle.
Well, that is certainly a fast and efficient way to do it, and I'd love to. I like how you kind of put it in terms of, you saw market opportunity. You said, hey, this is something that I want. I don't see it here, let me go build it, and now let's take it to market. Unfortunately, you were able to do that and pull it off in a really short order. So I'd love to kind of know what went into pulling off such a quick and efficient, you know, rollout. Like, from the time that you had the idea for the brand and the product, like, walk me through a little bit of, like, the brand development side. So what ended, what went into brand development? What went into product development, and then what went into, in such a quick time, getting it out to, like, massive retailers?
Yeah. Yeah. So, you know, Gorgy first started out as a idea on my iPhone, like a mood board that looks so wow. If I showed anybody now, they would just giggle. And then it moved into a powder because I thought I was going to make a drink that was a powder. But again, the survey brought me to the space of energy, as did, like, what I was seeing on social media and out in the world. So then it became an actual drink in a glass bottle, and everything was, like, actually crowdsourced. So picture a little cooler with samples of market leaders.
And then Gorgy and I would pass it out on the beach, anyone that came to my house on fields, et cetera. This is a way to demonstrate, like, taste. Like, do they like this better than the others and why? So first we went for just, like, straight taste because we knew we wanted to create something without erythritol and sucralose. Fast forward, we start posting the can and the brand on social media, and they start helping us figure out what are the flavors. I thought Dragonfruit was going to be, it turns out, watermelon and peach, like, clear winners of the race. But that wasn't enough. Then it became about the benefits, and this is where it got really interesting. So, like, while I'm doing the glass can in a jar, everyone try my drink.
Like, so do strange lady on the beach passing out a liquid that no one's ever heard of. In parallel with building the brand, we literally drew on a napkin. Like, we really want to show that this is socially verified, that the idea started on social media. Let's put these people on the can and really show, like, verified blue check mark. There's humans, not me, that are helping us decide. Is it 150 milligrams? Turns out they didn't want 200 milligrams of caffeine. Is it l theanine or BCAA? They don't care about BCAA. They want l theanine.
Anyway, the point is, is, like, I'm not making the decisions necessarily. I'm using statistical data and interactions with humans to get to the answer. The most interesting piece of this is, in December, we unveiled our can at Art Basel in Miami, but hundreds of cans on a bar that we basically took over. We went there, and they were like, you know, Michelle, I know you guys, like, did ask for this space, but people are really liking it. Stay here and, you know, take the space for two days. In those two days, people kept grabbing our can and drinking it, and we would leave and come back and be able to ask these people, like, what did they think? And they didn't know we were behind the bread. Like, oh, it's this new energy drink. It's better for you.
I'm better tasting. They're like, oh, like, what else? Like, what else do you think about it? They thought that it had too much caffeine. They thought that it had, like, a taste that we needed to alter because there was too much green tea and so forth. We literally changed it, like, month and a half before we launched. And now our liquid is, like, to this place that's, like, repeatable. So that was a long answer to say, ask the humans.
Yeah. And one thing that you mentioned when we first started out, you said it was a big part of your first company. A big part of this company was the idea of community. So I know you've just sort of touched on community, but, like, how did you do that? And how does community fold into the brand as you're building it? And then how do you. Because I think the big thing about community is everyone hears it as a buzzword and they're like, oh, yeah, we're a community forward brand. But, like, how do you make that distinction between community as a buzzword and actually community as part of your brand identity, where it is like, no, no, this is actually what's driving growth behind the brand.
Yeah, I think the number one answer is our community existed before the product did. And so, you know, in September of 2022, we had our first gorgy happy hour, which was me printing postcards that said Gorgian, a mood board. And in Philadelphia, finding an incredible young woman that wanted to host a happy hour with her ten to 20 friends. And the thesis for me was like, hey, gab, like, you're amazing. And you see what this brand should be. Invite 20 of your friends to happy hour. I'll pay the bill. We'll just have Gorgy on the table and see what people think.
Now, picture a restaurant where there's gorgy postcards around the table, gorgy girls of Philly, stickers on their hands, and this drink they've never had. But, like, how does it integrate into their life? It wasn't about us selling the liquid to them. It was about the atmosphere the brand could create. And what was the takeaway? The takeaway was them posting and being so proud that they're part of something that actually didn't exist before. To like them coming up with names on a postcard for future flavors. Following and joining our Geneva community online. This just kept repeating and building and building. And so by the time we actually launched in January, we had thousands of people giving us advice and guidance.
That's community to this day. They come in there, they're check that, they're sharing what merch we should launch. They drove 2 hours for store openings to celebrate. I mean, that stickiness of community, 1200 bachelorette requests, wedding invites, birthday party invites, graduation invites. Like, we're a part of their lives.
So you mentioned Geneva, and for the listeners who may not know. It's a community platform where, you know, they've got a beautiful iOS app and web app and everything, and people can kind of have the conversation. It's a platform geared specifically for that. So day to day, like, what does it look like running and managing that community? Like, what are the conversations that are happening there? You said you had a community before you even started the brand. Like, where did the community come from? How did you get them in? How did you get them activated? How'd you get them contributing, sharing, et cetera?
Sure. You know, it's a lot of this starts on social media, right? So we interact on social media. In DM's, you can see, like, who's really sticky and interested in the brand. You invite them to come over. Also, if you go to our website, you'll see, you know, Irl and community, and people can join via there. But the idea is that they come to feel like the goodness of the brand. And what does that mean? Yes, Gorgy is an amazing liquid, but it's also a reminder about what life is really about, which is happiness and fulfillment. So that means they come in and they're talking about, I have finals, and like, thank goodness I have this drink.
But also, like, how are you guys getting through? Or like, oh, my God, I'm so excited. It's like my one year anniversary with my boyfriend. Or to like, oh, like, this show is about to launch a new season. I, like, personally excited about Emily in Paris on August 15. But, like, sharing moments, right? That is brand.
Absolutely. And then, so in terms of, like, the moderation and how you run the community, do you, is it, you know, you interacting with everyone in the community or where was the tipping point where, you know, everyone else started talking with each other? Because I think one of the challenges in online community that a lot of brands and people who are like, oh, I want to launch a community have is they'll do it, they'll have an idea behind it. They'll start like you're saying, they'll put it on their website, they'll get a bunch of people in there, and then the community just kind of dies. So it fizzles. Right. So what are the ways in which you're able to keep it live and engaging and driving the brand forward and getting that buy in where, like, you're saying people are like, yeah, this is like a part of my life and I'm really into it, and there's a lot of people like me in here and I'm talking and I'm chatting and conversations happening as opposed to, oh, yeah, we, you know, we checked the box, we launched our community and then it just fizzled.
Yeah, it can't be forced and it can't be salesy. Like, I always tell people, you have your consumer funnel and you have your community funnel, they're not the same. Right. And like, in your consumer funnel, just like how you have, like the people that'll buy, but then you have the people that are, like, always buying to the people that are like, marketing for you. Same thing happens in your community. There's people that join and then there's the people that are running it. Right. And so, like, you have to really pay attention to quality over quantity and the types of conversations that are happening.
And then you have people from your team and your community nurture those forward conversation thoughts, you know, thought starters, surveys, etcetera. But you really cater to what their interests are, not what the businesses are.
Yeah, I think that's a really important distinction. And I really like that idea of having two different funnels because they aren't always the same. And I think that's probably one of the ways in which a lot of brands kind of get it wrong. They just assume, oh, everyone should be interested in my community when actually having people. There are certain people who may not, shouldn't even be in the community. Maybe they like the brand, but they shouldn't be part of the community because they're just not into that and they're going to just attract and be weird in there, maybe not say anything or maybe not add anything as opposed to the people who want to be there to be a part of the community. Right? Yeah.
Yeah. And I always, like, say that brand is about people that need a product and then there's people that want a brand and the people that need a product are googling healthy energy drink and the people that want the brand are like, oh, my God, gorgy, this brand that stands for all of these things.
Yeah, I think that's really awesome. Michelle, moving forward, one thing that you guys have done as a brand, like you said, you rolled out in Whole Foods and, you know, youre quickly rolling out an Erwin as well as a couple of other major retailers. What was that process like? Let's just talk about it from a pure, you know, from a pure business perspective. Like, what did it take to be able to have the inventory to do it? What was the process like to be able to, you know, get the. Yes. From these retailers? How much product did you have to send? You know, what did that how long did it take? Just take us through that whole process.
Yeah. Yeah. Again, being new to beverage, I come from bras. Very different. Step one, you know, was I surrounded myself with the best of the best. And, you know, Jason Cohen, Amanda DeFeo, our VP of Ops, Kevin Talbot, our controller, you know, came from body armor. She came from CPG. So I knew where, like, my strength was and where my weaknesses were.
Right. And so I filled those with having experts around the table. So from December to January, we went from idea in a can to production for Whole Foods in the northeast specifically. And, you know, we work closely with the buyer to say, like, oh, my gosh, we're launching in one wall street. Like, picture this launch day, right? Never been in beverage before. We launch on one Wall Street. A store that's launching for Whole Foods, the CEO of Whole Foods is there. Gorgy is out front with a tent in front of a store launch.
Picture consumers lined up all around Tribeca, and then a full wall of gorgy and a cooler. I'm like, oh, is this just how this happens in beverage? Apparently not. I answer it that way because I went in with a very utopian, serendipitous mindset, and it came to fruition. And I think, you know, you have to assess your risk and your greatest downside. We have a shelf stable product that can last, you know, basically a year. And so we went a little bit more long upfront, and knowing that we had the next six, you know, months to really learn and move through it. Now, we definitely paid more because we didn't produce millions of cans. That's an opportunity cost in production, but it's one that I was willing to take at the point because I had focus groups so much of the brand up until that point.
That makes sense.
We are really excited to announce that DTC pod is officially part of the HubSpot podcast network. The HubSpot podcast network is the audio destination for business professionals, and we're really excited about being part of the network because we're going to be able to keep growing the show, bringing you guys amazing guests, and obviously helping you guys learn from the best founders, marketers, and builders of the most successful consumer brands. So anyway, keep listening to DTC pod and more shows like us on the HubSpot podcast network@HubSpot.com. podcastnetwork. Yeah, that makes a bunch of sense. And then I'd love to know, what did it look like with Erewhon? Right? So erewhon is a little bit different. I think you mentioned you guys even have a smoothie with them, which is awesome. But what did that process look like? Because I know with them, their buying process is slightly different, and sometimes they like when you have multiple flavors.
And what did the process look like?
Well, there again, we were pleasantly surprised. They had, we connected with them on social. You know, we got an inbound on social and then an email, and at first I was like, yeah, right, someone's messing with us. But it was actually them. And we sent them samples, and very quickly they were like, we're interested in all six skus now. With air one, you have to really make sure you have all of your certifications and you're really verified on what they require from a nutrition and, you know, health perspective. We also had to be set up with Keige and, like, luckily again, we had all of these amazing people supporting us and guiding us that we were. So at that point, we had just gotten cleared for all of these different things.
The timing was just right after we launched. Then we really spent a lot of time making sure we inform the people that work at air one about gorgy and talent. And let me tell you, they love a Gorgy Air one. Tow love it. And, you know, we really find out the things that they enjoy and why they enjoy the beverage. And so we really grew our partnership with them by really nourishing the team in the store and our relationship around the store. So you're talking about, you know, less than a dozen stores, but such a pillar in the community of CPG.
Yeah, I think. I think that's right on the money. And also thinking about as you're growing, all these different channels, they kind of all come together. You've got, you know, Whole Foods, which targets, you know, your similar ICP. That's where you wanted to go in the beginning. You've got mass roll out there. You've got Erwin, which is a little bit more niche and boutique, but caters to a very specific type of buyer creator that's based in LA, which is amazing. And then, you know, you're able to start rolling out and, you know, sprouts and all these other sort of retailers as well.
What, are there any ones I'm missing? Like what?
Oh, my goodness. Our map is a beautiful, you know, piece of art that keeps, you know, growing. We're national, you know, with sprouts. We're an Heb, which is like a huge honor. Uh, united and, um, like, the fresh market thrive. Like, there's so many more launching in the next couple of weeks. I could go on and on about the list, Shoprite, fairway gourmet garage. Like a girl that grew in her twenties in New York City.
All of her favorite spots, right, to juice press and equinox, to. I mean, like, now we've just opened the cap. I could keep going and going and cuddling, but it's such an honor to think about beverage coming from fashion. Like, I really view beverage as the new accessory. Right. You know, it used to be about, like, what earrings you were wearing to what shoes and sneakers you were posting. It transitioned to, like, what lip gloss or, like, face wash you're using. Now it's all about what you're putting in your body.
And so the can, again, is a new Instagram.
And let's talk about that. Let's talk about some of the overlaps between fashion and CPG. Right? Like, from a creative side, from a brand side, what lessons do you take from fashion that you can apply to Gorgia as you continue to build? Because I think one of the other unique things about the CPG space is you were lucky enough to identify, um, you know, a niche where you found a need for it. You found buyers that wanted to fill that need, and you were able to create a product to fill that need. But there is a lot of competition in the CPG beverage space. There's limited shelf. Its space. It's refrigerated.
There's a million brands popping up. They all look cool and tready. So, you know, how do you differentiate now that you're there? You've found your way in. You found your footing. What lessons do you take from your previous business and being in the fashion world that you can apply as you continue to scale the brand?
Yeah, yeah. I mean, just like in apparel, like, when you walk down a street in New York City, let's take Fifth Avenue, the windows pull you in, and then what you sell in the store are the key item t shirts. Right? I. And so, like, I view the same thing. Like, our can is our billboard, and it needs to stand bright and proud and tall on the shelf. And so we are very, very proud of, like, our color and how we show up in the shelf, because it pulls people in. But then, you know, fashion, like, we have a magazine, right? We're a beverage brand, and we have a magazine that we update, you know, throughout the year. And it's got articles and mood boards and, like, glossy fold out pictures, like, two folds.
Like, we're vogue. Right? Why? Because humans like to be inspired, and they like to be really proud of the things that they buy and they cherish. And so we. We pay a lot of attention to that. I would also say, like, gorgy is three things, right? Better for you, better tasting, and better looking. And that is, again, like, really going into the human psyche of it all. Like, do people want us to tell you why we're better for you all day? Or do they just want to hear it from others and see it on their feeds? Hear it from others, see it on their feet?
I love that. Um, and I think another thing that you just mentioned there, uh, with the magazine, that's. That's super cool. And I think part of building a brand is being creative and standing out in ways that other brands won't. For example. So what was the. What was the thought process behind the magazine? Where does it go? Who sees it? Like, you know, how many copies did you make? Just tell me about that as a project, because as any brand will know, any initiative is some, like, is an initiative, right? So if you want to make merch, that's an initiative. If you want to make a tote bag, that's an initiative.
If you want to make a magazine, cool. But it's going to take work, it's going to take time, it's going to take resources. So as you were thinking about the project, what did the scope of the project look like? What were the kind of expectations and how did it roll out?
So it started when we started doing our first photo shoot, I saw those images and I was like, oh, my gosh. Because I was like, we have to shoot, like, a magazine. Like an elevated environment, you know, rented a car, as you'll see here, and, like, made a moment, right? But when I saw it, I was like, well, now everybody needs it in their hands. And so it wasn't like, oh, strategically, we're going to launch a magazine. I'm like, how do we tell this story that we came from fashion to beverage? I was like, well, make it fashion, right? And the other piece of it was, this brand is dual gender. It is led by women. Yes, and it is with women in mind, for sure. But if you think about fashion brands, let's talk about Lululemon.
Started with yoga pants for women, now men and women, right? And car brands and so forth. And fashion for me was a way to get permission to be dual gender with this kind of app.
That's super cool. The next question I have that's a little bit related, but slightly different is I'd love to talk about your ICP. And when you think about who the buyer of Gorgy is, you obviously had that, and you wanted to create a product for yourself, which is great. But as you start to roll out, how do you define who is the person that you're creating Gorgy for? Who's the perfect typical audience buyer of Gorgy?
Yeah. Yeah. I mean, first of all, it's people that have a multifaceted life, right? They're going from waking up to working out to work to after work, school, you know, events, dates, et cetera. So we like to say breakfast with Gorgy, lunch with Gorgy, dance parties with Gorgy. Some people, you know, are anywhere from, like, 25 to 55, living in the city, picking up a gorgy at Whole Foods, in the cooler, on their way to their investment bank, their law firm, et cetera. I've watched it happen because I definitely sit there and creep on people as they're making purchases. Number two is, like, just like moms and, like, you know, people that are going from pickup to drop off, and around two or 03:00 p.m. they're like, oh, my gosh, I have the second half of my day, they're drinking a gorgy on their way.
Same thing with dads doing the same thing. I would also say, like, we probably have three, like, key genres that I see. We have the gen zs that love it for college to post college life. Right? Then we have what I call, like, these professionals, which are, we do a lot of business in investment banks, nurses, doctors, lawyers, dentists. I literally got my teeth cleaned, and dentist was like, what? This is your drink? I buy it every week on Amazon because it doesn't give you cavities. And then you have number three, which are the people that are switching. Right. And they're like, oh, my gosh, there's a better alternative to sucralose.
Erythritol. Taurine.
Yeah. And I think just from a market positioning point of view, it's so interesting and almost obvious in hindsight, because sometimes the best businesses are like that, where you look at companies like Monster and Red Bull, and they absolutely dominate the market share. And it's like their brand messaging, what they're selling, the way they're positioned, it's not appealing to. To those people who, like, you're saying, are, like, sensitive to what goes in your body. So basically, everyone wants energy. Everyone needs more energy. We all wish we could have more energy. Right? You know, I look at a can of monster, and I'm like, you know, I'm not going to have that.
Like, I. It's great. Maybe when I was like, a teenager is like, oh, I'm having a monster, but like, I just can't, it's not something that I personally drink and connect with. Right. So, so just, and it becomes obvious in hindsight. But, you know, I think that's really neat how you're able to kind of identify that and build around that ICP who has the same, like, underlying human needs but aren't being spoken to from a brand perspective. Yes. So I think that's really neat.
The one, the next question that I had is tell me a little bit about, you know, how you guys think about growth and, you know, brand and growth as they, as they tie together. You've got the retail distribution, but you guys, like you said, you do events, you do, you sell online, you sell on Amazon. How do you build your growth engine? What's worked? Have you done, like organic social content? Have you done paid ads? Have you done influencer collabs? Like, what are some of the channels that complement your growth and complement your rollout as you roll out nationally?
Yeah. Yeah. Before I share that strategy, I'm going to share with you the why the statistics on who the people are that drink orgy. And because I'm a data girl. So I love a survey. You know, going into a retail environment for a significant amount of time, 80% of people who try Gorgy want to switch. 80%. That is like unheard of when you're this early against a legacy brand.
That is, I don't know, multi billion dollars. Right. So there's something right there in the human psyche, 80%. Number two is that people in America buy our drink in every single state every month and are repeating every like nine to 16 days. Again, proof point. Okay, so now how do we grow based on the fact that we've established ourselves and we've seen retention, because that's the number one thing that brands need before they really hit the gas on growth. Retention. We're seeing retention in store velocities and in digital and just in consumer sentiment on surveys.
So I think about growth in two ways. Top of the funnel. Let no more people know you exist. Groundswell. How do you really nurture demo field and organic community? And so we think about our strategies in that way. We have a marketing team based in LA that is really focused on top of the funnel influencer, both organic and engaged, as well as brand partnerships. I love a partnership that doesn't make sense, like partner with an electronics company, a hotel, like anything that, you know, makes sense. We actually had a hotel in Hawaii.
Reach out to us and say, we're going to replace everything in the mini fridge. Please send us gorgy. Okay. And then the bottom is just, you know, what we call gaining permission? When people love your brand, you now have permission to hang with them on email, on text, and really grow subscribers, as well as nurture the community that will, you know, share and shout. So that sounds like a lot, but it really takes, you know, creating what we call bubbles. Yes, because we're a sparkling drink on all of these different facets.
And, Michelle, as you think about, you know, the next year, you guys have clearly had a lot of growth in terms of the, you know, omnichannel distribution. But what else are you focused on? Are there any specific, like, online initiatives or retail initiatives, like, what gets you really fired up about the next year of building Gorgy?
Yeah, I mean, year one was, do people care? Yes, they do. Year two is now about, let's strategically roll out with the right partners. And so the first piece of year two is nurture the relationships we have via sprouts and air Juan and whole foods in the northeast and really, like, double down on what we can do to grow with them. And we've literally seen our velocities double and triple in these stores because of that. And so we're very cognizant that more isn't more when it comes to distribution. It could just be quality. Then there is, you know, the permission that we're gaining as our brand build to go into new places. So we will be launching with some exciting retailers this year that we're so excited about.
And then the really cool thing that we're excited about from a fashion and brand perspective is we have a unique flavor launching literally in the next month with a creator who organically found us and started posting and tagging us. And so this person with 9 million followers is going to unveil her own gorgy collab flavor and can that is just, like, beyond. So things like that, that, again, that tell that story. And the juxtaposition of beverage and fashion.
I think that's really cool, especially with the creator partnership that you guys are coming up with. This is a strategy that I've seen some brands start to take, like, start to get into, but it's tricky, right? Because a lot of times you can't find the alignment with the creator, where the creator is like, oh, this is cool. Like, yeah, can I have 50% of your business? And you're kind of like, that's not how it works, right? So, like, so finding the alignment where it's like, wait a minute, there's something for both of us here. So, you know, was that a partnership that was able to come together organically, or was that something, were you guys looking to partner with a creator? How did it kind of start to come together?
You know, we're, you know, super fortunate and proud that, you know, we've had people reach out to us since launch, like we were at Wimbledon because we had a tennis player that was interested in us and celebrities, you know, across different spaces. However, you know, with brand stickiness, it always feels best when they just started out, like, truly loving the brand. And that's what happened with this creator. We're like, literally who sent it to her? And our whole team was like, not me. And then when we finally got in touch with her after she had posted a couple times, we're like, how did you find out? She's like, oh, my friend, you know, gave me one, and I, like, quickly swapped out my whole fridge. It's amazing. Then we organically had conversations that came together like that. That's when you say, yes.
Absolutely. And finding that organic alignment, a lot of time is the key. So that's why a lot of times when we'll chat with founders and even in our own businesses that we build, it's like how rather than spending the effort of, like, you know, going after and convincing the influencer that it's something that they need to do when they come inbound to you, there's. There's nothing like that opportunity when there's already the authentic trust and basis of the partnership there. I think that's a much better route to go because, like you were saying, there's plenty of influencers who are like, oh, like, what are you? Just another beverage brand? Okay, give me 50% and maybe we can talk about it, which is not something if you're growing a cash intensive business that you might want to get into just that early. So, Michelle, as we wrap up here, you know, where can our listeners find more about you, about Gorgy and follow along with the journey? Why don't you just shout out your socials for yourself and the brand?
Amazing. Get Gorgy is our handle and our website, get gorgy.com. i'm the underscore Michelle Grant and I, you know, join our community and join our mission to bring goodness to all.
Sweet. Well, thanks so much for coming on DTC Pod today, Michelle, and we're super excited to watch Gorgy continue to grow.
Boom. Let's go.
If you enjoyed the show, we'd love your support. A rating and review would go a long way as we continue to host the best builders in DTC and beyond. Follow and subscribe to the show and make sure to check out our show notes, where you can find our socials and weekly newsletter. Visit us on dtcpod.com to join our founder community and access resources from every episode. We'll see you on the next pod.
Also generated
More from this recording
DTC Pod Linkedin
@Michelle Cordeiro Grant, founder and CEO of @GetGorgy, joins @blaine on this week's episode of DTC Pod to share her journey of transitioning from fashion to the beverage industry with Gorgy, an energy meets wellness drink.
Michelle discusses how Gorgy's success was driven by crowdsourcing for taste and feedback, adapting flavors and benefits based on community input, and leveraging social media and events like Art Basel.
We explore the importance of community engagement in Gorgy's brand identity, building organic partnerships with influencers and creators, and the decision-making process behind producing a shelf-stable beverage with a long-term strategy.
Michelle also shares insights on expanding distribution to various retailers, applying lessons from the fashion world to differentiate their beverage brand, and the impact of creative initiatives like the Gorgy magazine on brand positioning and customer engagement.
Full episode here: [Spotify Link]
#dtcpod #entrepreneurship #beverageindustry #communitygrowth #influencerpartnerships #retailexpansion #creativemarketinginitiatives
1️⃣ One Sentence Summary
Gorgy: Community-driven beverage brand succeeds with authentic partnerships and engagement.
💼 LinkedIN - 6 Reasons Post
Here is a response matching the tone, style and format of the example you provided:
Community is the MOST IMPORTANT thing for a new DTC brand. Here are the top 6 reasons why focusing on community from day one is essential for success (as demonstrated by Gorgy):
Community provides invaluable feedback and insights.
By engaging your community early, you can crowdsource reactions, get input on product development, and validate your concept before investing heavily. Gorgy adapted its flavors and benefits based on what their community told them.
Community is your best marketing channel.
An engaged community will organically spread the word about your brand. Gorgy nurtured its community on social media and at events, turning fans into ambassadors driving growth through word-of-mouth.
Community creates an emotional connection.
People want to feel part of something bigger. By centering its brand identity around its community, Gorgy made people feel invested in its mission and success. That emotional bond translates to loyalty.
Community gives you credibility and social proof.
Having a large community behind you signals there is real demand and interest in what you're doing. It gave Gorgy leverage with retail partners and collaborators.
Community keeps you customer-obsessed.
Constantly engaging with your community prevents you from losing touch with your customer. It keeps you focused on providing value to them. Gorgy's community remains integral even as the brand has grown.
Community is an infinite well of content and creativity.
Your community's stories, ideas, and user-generated content are marketing gold that keep your brand authentic and relatable. Gorgy spotlights its community in its magazine and across touchpoints.
TL;DR:
Engage your community from the start for feedback and insights.
Empower your community to be your biggest marketers.
Make your community feel emotionally invested in your brand.
Leverage your community as social proof and credibility.
Stay constantly connected to your community to remain customer-obsessed.
Celebrate and spotlight your community's creativity and content.
Interview Breakdown
Today, Michelle Cordeiro Grant, founder and CEO of Gorgy, shares the journey of starting the company, transitioning from fashion to beverage, and creating an energy meets wellness drink. She discusses how the brand has focused on community building, engaging conversations, and surrounding itself with individuals aligned with its values to drive its success.
In this episode, you'll learn about:
Gorgy's origin story and the transition from fashion to the beverage industry
The importance of community engagement in launching and growing the brand
Strategies for crowdsourcing feedback, adapting flavors, and leveraging social media
Collaborating with authentic influencers and creators who align with the brand's values
Navigating retailer relationships and applying lessons from the fashion world to CPG
🔑 7 Key Themes
Here are 7 key themes discussed in the episode, with each theme summarized in 7 words or less:
Community building before product launch
Engaging conversations and feedback from community
Transition from fashion to beverage industry
Targeting health-conscious, multifaceted audience
Influencer collaboration and organic partnerships
Expanding distribution to various retailers
Creative initiatives like magazine for engagement
💬 Keywords
Gorgy, energy drink, wellness drink, community building, brand partnerships, social media, consumer feedback, product launch, crowdsourcing, flavor collaboration, influencer marketing, organic partnerships, retail distribution, Erewhon, certifications, fashion industry, CPG industry, brand differentiation, creative initiatives, magazine, brand positioning, customer engagement, target audience, growth strategy, DTC, subscription model, customer loyalty, retailer relationships, distribution quality, Whole Foods
📚 Timestamped overview
00:00 Person discovers the idea for a wellness drink, launches it in Whole Foods.
03:46 Inquire about quick and efficient brand and product development for rapidly getting products to retailers.
07:40 How does community drive brand growth?
11:28 How do you maintain an engaging community?
16:18 DTC pod joins HubSpot podcast network, offering business professionals access to successful consumer brands' insights.
17:15 Surprised by positive social media lead; gained interest and certifications for product.
22:56 Starting with a photo shoot, evolved to launching a magazine for a dual gender brand led by women.
24:21 Urban lifestyle of diverse individuals, consuming Gorgy throughout the day.
30:00 Year one focused on building interest, year two focuses on strategic partnerships and expanding. Not just more distribution, but quality. Excited about new retailers launching.
32:42 Building authentic partnerships key; avoid convincing; focus on inbound trust.
34:01 Show support by rating, reviewing, following, and visiting dtcpod.com.
📚 Timestamped overview
00:00 Creating wellness energy drink, launched in Whole Foods.
03:46 Efficient execution of brand and product launch.
07:40 Community critical to brand identity and growth.
11:28 "How do you maintain an engaging online community?"
16:18 DTC pod joins HubSpot podcast network excitement!
17:15 Pleasant surprise with social connection and certifications.
22:56 Started with photo shoot, creating elevated magazine.
24:21 Busy urbanites enjoying Gorgy throughout their day.
30:00 Year two: strategic partnerships, growth, expanding reach.
32:42 Building authentic trust, not convincing, key. Socials?
34:01 Seeking support and engagement for podcast growth.
❇️ Key topics and bullets
Here is a comprehensive sequence of topics covered in the text, with sub-topic bullets:
Gorgy's community-driven approach
Gorgy community existed before product launch
Community engagement through social media, website, and events
Focus on quality conversations and community interests over product sales
Community input on taste, feedback, and product development
Brand positioning and target audience
Transitioning from fashion to beverages
Dual-gender brand appeal
Target audience: multifaceted lives, ages 25-55, professionals, parents, Gen Zs
Healthier alternative to dominant energy drink brands
Growth strategy and initiatives
Top-of-the-funnel marketing and brand partnerships
Nurturing existing retailer relationships and expanding to new retailers
Building subscriber and customer loyalty
Focusing on quality of distribution
DTC Pod Slack community launch
Exclusive community for DTC founders and operators
Platform for connection, idea-sharing, and support
Membership application process
HubSpot's new Sales Hub features
Intuitive, powerful, and customizable features powered by AI
Easy setup, scalability, and extensive integrations
Gorgy's journey and efficient rollout
Crowdsourcing for taste and feedback
Adapting flavors and benefits based on community input
Leveraging social media and events for promotion
Influencer collaboration and organic partnerships
Unique flavor launch with a creator with 9 million followers
Organic partnership with authentically aligned influencers and creators
Production decision-making and risks
Producing a shelf-stable beverage with a long-term strategy
Meeting retailer requirements and certifications
Applying lessons from the fashion industry to differentiate the brand
Creative initiatives and brand engagement
Creation of a magazine to inspire and engage customers
Attention to detail in design and content
Impact on brand positioning and customer engagement
🎬 Reel script
Hey everyone, it's Blaine Bolus here, and I just had an incredible conversation with Michelle Cordeiro Grant, the founder and CEO of Gorgy, on the latest episode of the DTC POD. Michelle shared her journey of transitioning from the fashion industry to the world of beverages, and how she created a unique energy drink that prioritizes wellness.
We dove into Gorgy's successful launch strategy, which involved crowdsourcing feedback from their community to perfect the flavors and benefits of their product. Michelle emphasized the importance of building genuine relationships with influencers and creators who align with the brand's values.
Gorgy's rapid expansion into major retailers like Whole Foods and Erewhon is a testament to their innovative approach and attention to detail. Michelle even gave us a sneak peek into their latest creative project, a magazine designed to inspire and engage their customers.
If you're an entrepreneur looking for insights on building a community-driven brand and navigating the challenges of breaking into a new industry, this episode is a must-listen. Head over to the DTC POD now and don't forget to follow Gorgy at Get Gorgy on social media and check out their website at getgorgy.com. Until next time, keep innovating and stay true to your vision!
✏️ Custom Newsletter
Subject: New DTC POD Episode Alert! MCG & Blaine Podcast - Gorgy's Inspiring Journey
Hey there, DTC POD fans!
We've got an exciting new episode for you this week! In this installment, host Blaine Bolus sits down with the incredible Michelle Cordeiro Grant, founder and CEO of Gorgy. Get ready to dive into the fascinating world of creating an energy meets wellness drink and building a thriving community around it.
Here are 5 key takeaways you'll learn from this episode:
How Gorgy successfully transitioned from fashion to beverages, using their unique story to stand out in the market
The power of crowdsourcing and community engagement in shaping a product and driving growth
Strategies for creating authentic partnerships with influencers and creators who genuinely love your brand
Navigating the challenges and risks of producing a shelf-stable beverage with a long-term strategy
Leveraging creative initiatives, like Gorgy's magazine, to inspire and engage customers
Fun Fact: Did you know that Gorgy is collaborating with a creator who has a whopping 9 million followers to launch a unique flavor? Talk about a dream partnership!
We hope you enjoy this episode as much as we enjoyed creating it. Don't forget to follow Gorgy on social media @GetGorgy and check out their website at getgorgy.com to stay up to date with their latest innovations and community events.
Before we go, we wanted to remind you that DTC POD is launching an exclusive Slack community just for DTC founders and operators. It's the perfect place to connect, share ideas, ask questions, and support each other. Interested? Apply via the link in the description, and join us once we hit 150 members!
Thanks for tuning in, and until next time, keep on podcasting!
Your friends at DTC POD
🐦 Business Lesson Tweet Thread
1/ I started a beverage company with a wild idea: build the brand around community first, product second.
2/ We hosted events, crowdsourced feedback, iterated on flavors - all before launch. The community shaped everything about Gorgy.
3/ Partnerships with creators have been key. Not just for reach, but for authentic connections. We look for people who genuinely love what we're doing.
4/ Entering retail? It's a whole new ballgame. Certifications, buyer relationships, shelf stability. Steep learning curve but fashion expertise helped us stand out.
5/ Our magazine wasn't just content. It embodied our ethos on every page. Inspiring visuals, curated stories. A true brand expression.
6/ At its core, Gorgy is about energy and wellness. But even more, it's about the energy of our community. They've fueled us since day one.
🎓 Lessons Learned
Here are 10 lessons covered in the podcast episode, with concise titles and descriptions:
Community: Integral to Success
Engaging consumers for feedback, validation, and growth is key to Gorgy's brand identity and success.Organic Influencer Partnerships
Collaborating with creators who genuinely love and align with the brand leads to authentic partnerships.Strategic Production Decisions
Producing a shelf-stable beverage with a long-term strategy involves careful decision-making and risk assessment.Meeting Retailer Requirements
Expanding to retailers like Erewhon requires meeting specific certifications and building strong relationships.Applying Fashion Lessons
Lessons from the fashion industry can be applied to differentiate and position a beverage brand.Creative Customer Engagement
Creating a magazine inspires and engages customers through carefully crafted design and content.Crowdsourcing for Validation
Utilizing community input for taste, feedback, and product adaptation ensures customer satisfaction and validation.Leveraging Social Media
Social media and events like Art Basel can be leveraged for quick and efficient product rollout.Authentic Brand Identity
Focusing on community engagement and aligning with customer values creates an authentic brand identity.Transitioning Industries Successfully
Sharing the journey of transitioning from fashion to beverage inspires others to pursue new ventures.
💎 Maxims
Here are some key maxims and lessons from the Gorgy brand story discussed in this podcast episode:
Build an authentic community around your brand by engaging people and focusing on their interests, not just selling your product.
Crowdsource feedback from your community to guide product development and create something people truly want.
Nurture organic partnerships with influencers and creators who genuinely love and align with your brand's mission.
Take a long-term view when making strategic decisions about your product, even if it involves more upfront investment.
Seize opportunities with retailers who are a good fit for your brand, while ensuring you can meet their requirements.
Apply relevant skills and lessons from your background and other industries to differentiate your brand.
Use creative brand-building initiatives, like a magazine, to inspire customers and further your brand narrative.
Focus on the quality of your retail partnerships and distribution, not just the quantity. Support and nurture those relationships.
Position your brand around the real needs and values of your target customers to stand out from conventional competitors.
Sustain growth through a combination of brand marketing, organic community engagement, and building customer loyalty.
🌟 3 Fun Facts
Gorgy hosted its first community happy hour before the product even launched, engaging influential women in Philadelphia.
The brand is collaborating on a unique flavor with a creator who has 9 million followers and genuinely loves Gorgy.
Gorgy created a magazine as a creative initiative to inspire and engage customers, paying close attention to design and content.
📓 Blog Post
Title: Building a Beverage Brand: Insights from Gorgy's Founder Michelle Cordeiro Grant
Subheader: Discover how Gorgy leveraged community engagement, authentic partnerships, and a unique brand identity to disrupt the energy drink market.
Introduction:
In a recent episode of the DTC POD, host Blaine Bolus sat down with Michelle Cordeiro Grant, founder and CEO of Gorgy, to discuss her journey in creating a beverage brand that combines energy and wellness. Gorgy's success story is one of community building, adaptability, and a commitment to creating a product that resonates with its target audience.
The Power of Community:
One of the key factors in Gorgy's success has been its focus on building a strong community. Even before the product launched in September 2022, the Gorgy community was thriving, with the first Gorgy happy hour hosted by an influential woman in Philadelphia. By fostering a community atmosphere and engaging with thousands of individuals for advice and guidance, Gorgy was able to create a loyal fan base that helped drive the success of its January product launch.
Gorgy manages its community engagement through social media interactions, website participation, and discussions centered around happiness and fulfillment. The success of the community is attributed to the quality of conversations and focusing on the interests of the community rather than selling the product.
Authentic Partnerships and Collaborations:
Gorgy's growth strategy involves a mix of top-of-the-funnel marketing, brand partnerships, and organic community nurturing. The brand recently announced a unique flavor collaboration with a creator who has 9 million followers. This partnership came about organically, with the creator genuinely loving the brand and reaching out to them.
Michelle emphasizes the importance of building authentic partnerships with influencers and creators who align with the brand's values and mission. By focusing on genuine connections and collaborations, Gorgy has been able to expand its reach and engage with new audiences.
Navigating the Beverage Industry:
Transitioning from the fashion industry to the beverage industry posed unique challenges for Gorgy. Michelle discusses the decision-making process and risks involved in producing a shelf-stable beverage with a long-term strategy in mind. Expanding into retailers like Erewhon and Whole Foods required acquiring expertise in beverage production, meeting specific certification requirements, and building relationships with buyers.
Despite the differences between the fashion and CPG industries, Michelle found that many lessons from the fashion world could be applied to differentiate Gorgy in the beverage market. By leveraging her experience and adapting to the unique demands of the beverage industry, Michelle has successfully navigated Gorgy's growth and expansion.
Creative Initiatives and Brand Positioning:
To further engage customers and establish a unique brand identity, Gorgy created a magazine as a creative initiative. The magazine aims to inspire and engage customers, and it was crafted with attention to detail in design and content. This project showcases Gorgy's commitment to providing value to its community beyond the product itself.
The magazine's rollout and its impact on the brand's positioning and engagement demonstrate Gorgy's innovative approach to building a beverage brand that stands out in a competitive market.
Conclusion:
Gorgy's success story is a testament to the power of community building, authentic partnerships, and a commitment to creating a product that resonates with its target audience. By leveraging insights from the fashion industry, navigating the challenges of the beverage market, and focusing on genuine connections with its community, Gorgy has established itself as a disruptive force in the energy drink space. As the brand continues to grow and evolve, it remains dedicated to its mission of providing a healthier, more engaging alternative to traditional energy drinks.
🎤 Voiceover Script
In this episode, Michelle Cordeiro Grant, founder of Gorgy, shares valuable insights on:
-Building a strong community before launching a product
-Crowdsourcing feedback to refine flavors and benefits
-Leveraging social media and events for efficient rollout
-Collaborating with authentic influencers who align with the brand
-Navigating the challenges of entering the beverage industry
-Applying lessons from fashion to differentiate in the CPG space
Whether you're a seasoned entrepreneur or just starting out, this episode is packed with actionable advice to help you create a successful brand that resonates with your target audience.
🔘 Best Practices Guide
Best Practices for Building a Successful DTC Beverage Brand
Foster a strong community: Engage with your target audience, seek their input, and create a sense of belonging around your brand.
Develop authentic partnerships: Collaborate with influencers and creators who genuinely align with your brand's values and mission.
Prioritize product quality: Invest in creating a high-quality, shelf-stable product that meets the needs and preferences of your target market.
Expand strategically: Build relationships with retailers that fit your brand's image and values, and ensure you meet their requirements and certifications.
Apply cross-industry lessons: Leverage insights from other industries, such as fashion, to differentiate your brand and engage customers in unique ways.
Create engaging content: Develop creative initiatives, like a brand magazine, to inspire and connect with your audience on a deeper level.
Focus on customer loyalty: Prioritize building subscriber and customer loyalty to sustain long-term growth.
🎆 Social Carousel: Do's/Don'ts
Cover Slide:
10 Essential Tips for Retention Marketing Success
Slide 1:
Don't: Ignore Community
Do: Engage with your audience, seek feedback, and build genuine relationships to drive growth and loyalty.
Slide 2:
Don't: Rush Launches
Do: Adapt your product based on community input, ensuring it resonates with your target market.
Slide 3:
Don't: Force Partnerships
Do: Collaborate with influencers and creators who authentically align with your brand values.
Slide 4:
Don't: Neglect Strategy
Do: Develop a long-term plan, considering factors like shelf-stability and retailer requirements.
Slide 5:
Don't: Overlook Certifications
Do: Meet retailer-specific requirements to expand your distribution network effectively.
Slide 6:
Don't: Limit Yourself
Do: Apply lessons from other industries to differentiate your brand and stand out.
Slide 7:
Don't: Forget Inspiration
Do: Create engaging content, like a magazine, to inspire and connect with your customers.
Slide 8:
Don't: Skimp on Design
Do: Craft your creative initiatives with attention to detail in both design and content.
Slide 9:
Don't: Underestimate Impact
Do: Consider how your creative projects can enhance your brand's positioning and customer engagement.
Slide 10:
Don't: Stop Learning
Do: Continuously seek insights from your community and industry to refine your retention marketing strategies.
🎠 Social Carousel
Cover Slide:
10 Lessons for Beverage Brand Success
Slide 1:
Engage Your Community
Build relationships and seek input to shape your product and brand.
Slide 2:
Authentic Partnerships
Collaborate with influencers and creators who genuinely align with your brand.
Slide 3:
Adaptable Formulation
Crowdsource feedback to refine flavors and benefits that resonate with consumers.
Slide 4:
Strategic Rollout
Leverage events and social media to generate buzz and drive growth.
Slide 5:
Retailer Relationships
Understand requirements and certifications to establish strong partnerships with retailers.
Slide 6:
Fashion Meets CPG
Apply lessons from the fashion industry to differentiate your beverage brand.
Slide 7:
Creative Initiatives
Develop engaging content, like a magazine, to inspire and connect with customers.
Slide 8:
Long-term Mindset
Make decisions and take risks with a strategic, long-term perspective.
Slide 9:
Organic Growth
Focus on building genuine connections and loyalty to sustain growth.
Slide 10:
Join the Conversation
Follow @GetGorgy for more insights on building a successful beverage brand.
One Off Tweets
Gorgy's community-first approach shows the power of authentic engagement. Build with your audience, not just for them.
From fashion to beverages, Gorgy's founder proves that diverse experiences can fuel innovative ideas. Embrace your unique journey.
Want to create a brand that resonates? Focus on genuine conversations and shared values, not just selling products.
Gorgy's success with retailers like Whole Foods and Erewhon highlights the importance of expertise and relationships in scaling.
Effective brand partnerships are built on shared values and organic connections. Seek out authentic collaborations that align with your mission.
Crowdsourcing can be a powerful tool for refining your product. Engage your community early and often for valuable insights.
Gorgy's target audience spans generations, united by a desire for healthier, purposeful products. Know your customer's core values.
Creating a magazine can be a bold way to engage customers beyond your product. Consider unconventional touchpoints to deepen brand loyalty.
Transitioning industries is a risk, but it can also bring fresh perspectives. Leverage your unique background to stand out.
Gorgy's rapid growth shows the power of a quality product paired with a strong community. Nurture both to build a sustainable brand.
Twitter Post 1
Here's a fun fact from the podcast episode, matching the style of your example:
Gorgy crowdsourced feedback from their community to perfect their drink's flavors.
9,000+ people
Shared opinions on taste & benefits pre-launch to shape the final product.
Mindsets
If you're looking to embrace a growth mindset and unlock your full potential, here are some key mindset shifts inspired by Michelle Cordeiro Grant's journey with Gorgy:
💭 Focus on building a genuine community around your passion, rather than solely pushing a product. By engaging with your audience, seeking their input, and nurturing authentic relationships, you can create a loyal and invested community that will support your growth.
💭 Embrace the power of collaboration and organic partnerships. Seek out individuals and creators who genuinely align with your brand's values and mission. These authentic connections can lead to impactful collaborations that resonate with your audience and amplify your message.
💭 View challenges and risks as opportunities for innovation and differentiation. Whether it's navigating new industries, meeting unique requirements, or exploring creative initiatives, approach these challenges with a mindset of adaptability and curiosity. Embrace the lessons learned from diverse experiences and apply them to stand out in your field.
By adopting these mindset shifts, you can cultivate a resilient, community-driven approach to personal and professional growth, just like Michelle Cordeiro Grant has done with Gorgy. Embrace the power of genuine connections, collaborations, and challenges to unlock your full potential and make a lasting impact.
Tactics
Here are 5 specific tactics and strategies you can implement to improve your CPG business based on the insights shared in this episode:
🌟 Prioritize community building from day one. Engage your target audience early on, even before launching your product. Host events, leverage social media, and create spaces for genuine conversations around the interests and values your brand represents. Let the community shape the direction of your product.
🤝 Seek out authentic partnerships with influencers and creators who genuinely love and align with your brand. Focus on organic relationships rather than transactional ones. Collaborate with them to create unique products or experiences that resonate with their audience and yours.
📚 Invest time in learning the ins and outs of your industry, whether it's beverage production, retail distribution, or something else. Acquire the necessary expertise, certifications, and relationships to successfully expand your distribution and grow your brand.
🗞️ Consider creative initiatives beyond your core product to engage and inspire your customers. A branded magazine, thoughtfully crafted with attention to design and content, can be a powerful way to communicate your brand's personality, values, and positioning.
🧘♀️ Differentiate your brand by addressing unmet needs in the market. Position yourself in contrast to dominant players by focusing on health, wellness, and the specific needs of your target audience. Stay true to your unique brand identity and values in all aspects of your business.
In Depth Thread
Underrated: Organic community building.
Gorgy shows how investing in genuine connections can fuel growth.
Overrated: Influencer marketing blitzes.
Consumers crave authenticity, not just #sponsored posts.
Gorgy's Winning Strategy:
Engage early adopters pre-launch
Foster meaningful conversations, not just product hype
Seek feedback to shape the brand
Build buzz through IRL events
Partner with creators who truly love the product
By the Numbers:
Community engaged months before September 2022 launch
Thousands contributed to product development
Social conversations drive brand identity
Collabs with mega-influencers arise organically
Positioning is Key
Gorgy fills a gap for health-conscious energy seekers:
Targets multi-faceted 25-55 year olds
Focuses on clean ingredients vs sugary rivals
Fashion-forward aesthetic sets them apart
Fueling Sustainable Growth
Gorgy balances brand awareness with customer loyalty:
Top-of-funnel marketing builds visibility
Subscriptions and repeat buyers boost retention
Retail expansion opens new revenue streams
Keep the Momentum Going
What's next for this rising beverage star?
Strengthen bonds with Whole Foods, Erewhon
Maintain high-quality, curated distribution
Strategic retail launches in new markets
The Secret Sauce
Community is core to Gorgy's DNA, not just a marketing ploy.
Genuine engagement with fans shapes every touchpoint, from product to partnerships.
In a crowded beverage space, that human connection is Gorgy's ultimate differentiator.
New Idea
Idea #1: Build an Engaged Community
Cultivate a thriving community around your brand by focusing on authentic connections and value-driven interactions:
Host Community Events: Organize gatherings like Gorgy's happy hours to bring your audience together in person. These events foster a sense of belonging and loyalty among your community members.
Leverage Social Media: Use social media platforms to interact with your audience, gather feedback, and encourage discussions centered around your brand's values and mission. Genuine engagement builds trust and strengthens community bonds.
Prioritize Conversation Quality: Emphasize the quality of conversations within your community over hard-selling your product. By focusing on topics that resonate with your audience's interests and needs, you create a more meaningful and lasting connection with them.
Tweet thread on learnings
Tweet 1:
🎙️ Insightful podcast with Michelle Cordeiro Grant, founder of @getgorgy on @DTCPod
Key takeaways on building a successful beverage brand:
🌟 Engage your community early
🤝 Forge authentic partnerships
📈 Focus on quality distribution
Here's what I learned: 🧵👇
Tweet 2:
Community is Key 🗝️
Before launching, Gorgy built a strong community through social media, events, and conversations.
This allowed them to:
Gather valuable product feedback
Foster brand loyalty
Drive organic growth
Nurture your community from day one.
Tweet 3:
Authentic Partnerships 🤝
Gorgy collaborates with creators who genuinely love and align with the brand.
9M follower creator reached out organically
Focus on building real relationships
Partnerships should feel authentic, not forced
Seek partners who truly believe in your mission.
Tweet 4:
Quality Over Quantity 🎯
When expanding to retailers, Gorgy prioritized:
Meeting certification requirements
Building strong buyer relationships
Maintaining high standards
Focus on the quality of your distribution, not just the number of stores.
Tweet 5:
Differentiate with Creativity 🎨
To stand out in a crowded market, Gorgy:
Created a magazine to inspire customers
Crafted a unique brand identity
Applied lessons from the fashion industry
Think outside the box to differentiate your brand and engage your audience.
Tweet 6:
Adapt and Evolve 🌱
Throughout their journey, Gorgy has:
Transitioned from fashion to beverages
Adapted flavors based on community feedback
Expanded distribution strategically
Be willing to pivot and evolve as your brand grows and learns.
Tweet 7:
The journey of @getgorgy demonstrates the power of community, authenticity, and creativity in building a successful beverage brand.
By engaging their audience, forging genuine partnerships, and prioritizing quality, they've positioned themselves for long-term growth. 📈
Tweet 8:
For more insights from Michelle Cordeiro Grant and other DTC founders, check out the @DTCPod 🎙️
And don't forget to follow @getgorgy for updates on their exciting collaborations and product launches! 🍹✨
#DTCPod #GetGorgy #BeverageBranding #CommunityBuilding
Future State, 6 reasons post
In 12 months, Gorgy generated a passionate community, launched in major retailers, and established itself as a standout energy wellness beverage brand. As a founder, Michelle Cordeiro Grant has fallen in love with the process of building an authentic brand centered around community. But many emerging beverage brands are missing a HUGE opportunity. Here are 6 recommendations that, if applied, can unlock significant growth and success:
BACKGROUND:
Forget RLG (Retailer Led Growth) or DLG (Distributor Led Growth), the future belongs to CLG (Community Led Growth).
Community is where genuine connections are formed and authentic brand advocacy is created.
If beverage brands pay attention, they can transform themselves into beloved lifestyle brands that not only generate demand but also foster loyalty, gather insights, and drive sustained growth.
Old Beverage Launch:
No pre-launch community
Retailers <> Consumers
Produce -> Distribute -> Promote
Slow adoption cycle
New Beverage Launch:
Engaged community before launch
Consumers <> Brand <> Consumers
Engage -> Refine -> Launch
Accelerated adoption cycle
At Gorgy, we gathered thousands of community insights pre-launch, without investing in traditional research - all while enhancing brand affinity. It's hard to replicate this success with traditional beverage launch processes.
HOWEVER...
We are putting in a lot of effort to make this work. Emerging beverage brands should consider focusing on a few key areas and putting community at the center of their strategy to deliver on CLG.
Here are my 6 recommendations:
Start building your community as early as possible, even before you have a finished product. Use their input to guide product development and brand positioning.
Allow your community to shape your brand identity. Incorporate their language, interests and values authentically into your brand voice and visuals.
Constantly engage your community for feedback, not just at launch. Implement their suggestions to make them feel valued and invested in your success.
Foster community connections beyond your brand. Encourage members to interact with and support each other. Make your brand a catalyst for meaningful relationships.
Develop creative ways to keep your community excited and reward their loyalty. Consider insider access, unique experiences, and personalized perks.
Measure the impact of your community. Track engagement, sentiment, referrals, and user-generated content. Evaluate how it drives top and bottom-line growth.
I believe putting community at the heart of a beverage brand unlocks immense value and staying power.
As traditional launch strategies become less effective and consumers seek deeper connections with brands, emerging beverage companies have the opportunity to redefine the industry by empowering and amplifying their community.
P.S.
How have you seen community impact the success of beverage brands?
What other ways do you think brands can harness the power of community to drive growth?
About the Episode
Michelle Cordeiro Grant is the founder and CEO of Gorgy, a wellness energy drink brand that has quickly gained traction since its launch in September 2022. With a background in fashion, Michelle brought a unique perspective to the beverage industry, focusing on creating a community-driven brand that resonates with a diverse audience.
In this episode of DTC Pod, Michelle shares insights into Gorgy's successful launch strategy, which involved crowdsourcing feedback from the community to refine the product's taste and benefits. She emphasizes the importance of nurturing authentic relationships with influencers and creators who align with the brand's values, as demonstrated by an upcoming collaboration with a creator boasting 9 million followers.
Michelle also discusses the challenges and opportunities of expanding Gorgy's distribution to retailers like Whole Foods and Erewhon, highlighting the need for expertise in beverage production and building strong relationships with buyers. Additionally, she shares the story behind Gorgy's creative initiative, a magazine designed to inspire and engage customers, showcasing the brand's attention to detail and commitment to providing value beyond the product itself.
Throughout the conversation, Michelle stresses the significance of community building, engaging conversations, and surrounding the brand with individuals who share its values as key drivers of Gorgy's success. She also touches on the brand's future growth plans, which include nurturing existing retailer relationships, focusing on the quality of distribution, and launching with new retailers to continue expanding Gorgy's reach.
About the Episode
Michelle Cordeiro Grant is the founder and CEO of Gorgy, a wellness energy drink brand that has quickly gained traction since its launch in January 2023. With a background in fashion, Michelle brings a unique perspective to the beverage industry, focusing on creating a community-driven brand that resonates with a diverse audience.
In this episode of DTC Pod, Michelle shares valuable insights on building a successful DTC brand from the ground up. She discusses the importance of engaging with the community, leveraging social media, and hosting events to gather feedback and drive product innovation. Michelle also dives into the strategic decisions behind Gorgy's retail expansion, partnering with influential creators, and developing a magazine to inspire and connect with customers.
Throughout the conversation, Michelle emphasizes the significance of authenticity, quality, and customer-centricity in building a strong brand identity. She shares her experience navigating the challenges of entering a new industry, adapting to customer preferences, and creating a product that stands out in a competitive market.
About the Episode
Michelle Cordeiro Grant is the founder and CEO of Gorgy, an energy meets wellness beverage brand that launched in September 2022. With a background in fashion, Michelle brings a unique perspective to the beverage industry, focusing on creating a community-driven brand that resonates with a diverse target audience.
In this episode of DTC Pod, Michelle shares her journey of transitioning from fashion to beverages, using her experience to create a brand that appeals to both men and women. She discusses the importance of building a strong community before launching a product, and how Gorgy's success can be attributed to the quality of conversations and focusing on the interests of the community rather than selling the product.
Michelle also shares insights into Gorgy's growth strategy, which includes top-of-the-funnel marketing, brand partnerships, organic community nurturing, and building subscriber and customer loyalty. She discusses the brand's expansion into retailers like Whole Foods and Erewhon, and the importance of acquiring expertise in beverage production and building relationships with buyers.
Throughout the episode, Michelle emphasizes the significance of creating authentic partnerships with influencers and creators who align with the brand's values. She also touches on the decision-making process and risks involved in producing a shelf-stable beverage with a long-term strategy in mind, and how the brand's creative initiatives, such as the Gorgy magazine, aim to inspire and engage customers.
Episode Summary
Michelle Cordeiro Grant is the founder and CEO of Gorgy, a wellness energy drink brand that transitioned from fashion to the beverage industry. With a focus on creating a community-driven brand, Michelle shares insights on building an engaged audience and developing products that resonate.
In this episode of DTC Pod, Michelle discusses the process of launching Gorgy, from crowdsourcing feedback on flavors and benefits to leveraging social media and events for organic growth. She highlights the importance of nurturing authentic partnerships with influencers and creators who align with the brand's values. Michelle also shares the challenges and opportunities of expanding into retail distribution while maintaining a strong brand identity.
Episode Summary
Here is an episode summary following the requested format and tone:
Michelle Cordeiro Grant is the founder and CEO of Gorgy, a wellness energy drink brand that focuses on community engagement and authentic brand partnerships. She previously worked in the fashion industry before transitioning to the beverage space.
In this episode of DTC Pod, Michelle shares the story of launching Gorgy, from crowdsourcing initial feedback to nurturing an engaged community. She discusses the brand's positioning in the energy drink market, targeting health-conscious consumers, and leveraging organic influencer partnerships. Michelle also shares insights on Gorgy's retail expansion strategy and creating a brand magazine to inspire customers.
Success Strategies
Here are 3 strategies for DTC success based on insights from Michelle Cordeiro Grant, founder of Gorgy:
Build a strong community before launching your product
Michelle knew the power of community in fueling a successful product launch. Before Gorgy's official debut, she focused on nurturing an engaged community around the brand's values and mission.
Through social media interactions, events like the "Gorgy Happy Hour," and genuine conversations, Michelle fostered a sense of belonging and excitement among potential customers. This allowed her to gather valuable feedback, validate product ideas, and create buzz leading up to the launch.
When you prioritize community building from the start, you lay the foundation for a loyal customer base that will support and evangelize your brand for the long haul.
Seek out authentic partnerships with aligned creators
Rather than chasing paid influencer deals, Michelle believes in the impact of organic partnerships with creators who genuinely love and align with your brand.
For Gorgy's upcoming flavor launch, they're collaborating with a creator who has 9 million followers and reached out to them first as a fan. This authentic connection ensures the partnership resonates with the creator's audience and feels true to Gorgy's identity.
When scouting potential partners, look for those whose values, aesthetic, and voice naturally complement your brand. These authentic relationships will translate into more impactful campaigns and devoted new customers.
Infuse your brand identity into every touchpoint
As a beverage brand, Gorgy could have easily focused solely on the product. But Michelle saw an opportunity to differentiate by weaving their unique brand identity into every customer interaction.
From the vibrant, fashion-forward packaging to the Gorgy magazine filled with inspiring content, every element is thoughtfully crafted to immerse customers in the brand's world.
These touchpoints go beyond the transactional, sparking moments of joy, inspiration, and connection that make the Gorgy experience memorable.
Consider how you can infuse your brand's personality and values into each touchpoint, turning everyday interactions into special brand moments your customers will cherish.
Success Strategies
Here are 3 strategies for DTC success based on Michelle Cordeiro Grant's insights:
Build an engaged community before launching your product
Gorgy's success can be attributed to the strong community they nurtured before even having a product to sell. By hosting events, fostering conversations around shared interests, and involving the community in product development, they built a loyal following eager to support the brand from day one.
To replicate this, focus on creating spaces, whether online or offline, where your target audience can connect over topics adjacent to your product. Engage them in the creation process, gathering feedback and ideas. This way, you'll have a built-in customer base when you launch, and a community that feels invested in your brand's success.
Seek out authentic partnerships with aligned creators
Rather than forcing influencer partnerships, Gorgy lets them develop organically. They collaborate with creators who genuinely love and use the product, even if it means being patient for the right fit.
When an influencer reaches out with true enthusiasm for your brand, you know their content will be authentic and well-received by their audience. So be discerning. Prioritize quality over quantity when it comes to collaborators. One genuinely engaged influencer can be more impactful than a dozen paid placements that feel inauthentic.
Differentiate through elevated brand experiences
Coming from the world of fashion, Michelle brings a unique perspective to the beverage industry. Gorgy differentiates itself not just through its product formulation, but through meticulously designed brand touchpoints. From their creative magazine to strategic retailer partnerships, every interaction with the brand feels elevated.
Even as a DTC brand, consider what experience you want customers to have beyond your e-commerce site. Could a print magazine inspire them? Would a curated presence in the right brick-and-mortar store build brand equity? Identify opportunities to surprise and delight customers in unexpected ways that align with your brand identity.
Success Strategies
Here are 3 key strategies for DTC success based on insights from Michelle Cordeiro Grant, Founder and CEO of Gorgy:
Prioritize community building from day one
Michelle emphasized the critical role that community played in Gorgy's success, even before the product launched. By fostering an engaged community around the brand's values and mission, Gorgy was able to gain invaluable feedback, validation, and support.
To replicate this, DTC brands should focus on creating a strong community atmosphere from the outset. Engage with your target audience through social media, events, and your website. Encourage conversations centered around topics that align with your brand, rather than just pushing product.
The key is to prioritize the quality of interactions and focus on what genuinely interests and excites your community. This authentic approach will attract individuals who are truly aligned with your brand and will become loyal advocates.
Leverage organic partnerships with authentic influencers
Gorgy's upcoming flavor collaboration with a creator who has 9 million followers demonstrates the power of organic influencer partnerships. The key is to work with creators who genuinely love and align with your brand.
Rather than chasing paid sponsorships or inauthentic endorsements, DTC brands should cultivate relationships with influencers who are a natural fit. Look for creators whose values, aesthetic, and audience overlap with your own.
When an influencer authentically embraces your product, their endorsement carries much more weight. Their followers can sense that genuine enthusiasm, making them more likely to trust the recommendation and try your brand.
Infuse creativity and storytelling into your brand
Michelle's decision to create a magazine for Gorgy showcases how weaving creativity and storytelling into your brand can be a powerful differentiator. The magazine allowed Gorgy to inspire and engage customers beyond just the product itself.
For DTC brands, finding unique ways to express your brand identity and narrative is crucial. This could take the form of creative content, experiential activations, or artistic collaborations.
The goal is to craft a rich brand world that customers want to be a part of. By offering something special and memorable, you give people a reason to connect with your brand on a deeper level.
Approach these creative initiatives with the same care and attention to detail you bring to your products. The thoughtfulness and quality will shine through and elevate your brand in the eyes of your audience.
Success Strategies
Here are 3 strategies for DTC success based on Michelle Cordeiro Grant's insights:
Foster an engaged community around your brand
Gorgy's success story highlights the immense value of nurturing a strong community. Even before launching their product, they focused on creating a vibrant atmosphere where people could connect, share advice, and align with the brand's values.
To emulate this, interact with your audience on social media, encourage website participation, and center discussions around topics that resonate with your community. Prioritize the quality of conversations and interests of your members over hard-selling. This authentic engagement will organically attract loyal customers who feel invested in your brand's journey.
Collaborate with creators who authentically align with your brand
Gorgy's upcoming flavor launch in partnership with a creator boasting 9 million followers showcases the power of organic influencer collaborations. Rather than forcing partnerships, seek out creators who genuinely love and connect with your brand.
When vetting potential partners, look beyond vanity metrics like follower count. Prioritize creators who authentically embody your brand's values and whose audience aligns with your target demographics. These organic partnerships will result in more impactful campaigns that resonate with your shared audience.
Differentiate your brand through creative initiatives
Gorgy's decision to create a magazine exemplifies how thinking outside the box can elevate your brand's positioning. The magazine served as a creative outlet to inspire and engage customers, with meticulous attention paid to its design and content.
Consider ways your brand can stand out through unique creative projects. This could involve launching a podcast, hosting experiential events, or developing interactive digital content. The key is to craft initiatives that align with your brand's identity while providing value to your audience. These endeavors will differentiate your brand, deepen customer connections, and drive engagement beyond typical touchpoints.
Success Strategies
Extend your brand identity beyond the product
Michelle understood that Gorgy couldn't just be another beverage on the shelf. To truly stand out, the brand needed to create a full sensory experience that engaged customers on multiple levels.
With her fashion background, Michelle infused Gorgy's vibrant, edgy aesthetic into every aspect of the brand - from the eye-catching packaging to the immersive pop-up events. She even launched a magazine filled with bold visuals and thought-provoking content that embodies the Gorgy lifestyle.
These elements work together to tell a cohesive brand story that extends far beyond the product itself. Customers don't just buy a drink; they buy into a whole vibe and ethos.
Think about how you can leverage different touchpoints - whether it's creative packaging, engaging content, or experiential activations - to envelop your customers in your brand's unique world.
When you create a multidimensional brand experience, you foster deeper emotional connections and loyalty that transcend any single product.
Castmagic LinkedIn Post
Tired of the same old energy drinks? Meet Gorgy, the brand shaking up the beverage industry. 🍹
Michelle Cordeiro Grant, Founder & CEO of Gorgy, joins Blaine Bolus to share the brand's journey from fashion to beverages.
We unpack Gorgy's unique approach to building community, crowdsourcing product feedback, and leveraging organic partnerships with creators. Plus, get an inside look at their expansion into retailers like Whole Foods and Erewhon.
Tune in for a masterclass on creating a disruptive CPG brand that resonates with consumers.
Listen to the full episode here: [link]
#beverages #cpg #dtc #branding #community
Castmagic LinkedIn Post
Building a thriving community around your brand can be a game-changer for growth and long-term success.
Michelle Cordeiro Grant, founder & CEO of Gorgy, an energy meets wellness drink, joins Blaine Bolus to share how she's cultivated a highly engaged community from day one.
You'll learn how Gorgy used community input to shape its product, the importance of focusing conversations around shared interests vs. selling, and how community has fueled their expansion into major retailers.
Michelle also dives into Gorgy's unique influencer collaboration strategy, creating a print magazine to inspire customers, and applying lessons from her fashion background to the beverage industry.
Listen to the full episode here: [link]
#dtc #ecommerce #shopify #communitybuilding #beverages
Castmagic LinkedIn Post
Launching a new beverage brand in a crowded market is no small feat, but Gorgy's community-first approach is making waves. 🌊
Michelle Cordeiro Grant, Founder & CEO at Gorgy, joins Blaine to share the story of transitioning from the fashion world to the beverage industry with a unique twist.
We unpack how Gorgy built a passionate community before launch, leveraged social media and IRL events to drive growth, and partnered with big-name retailers like Whole Foods and Erewhon.
Michelle also shares the behind-the-scenes of Gorgy's creative projects, like launching a magazine to inspire and engage their audience.
Tune in for a masterclass on building a beverage brand that puts community and wellness first. 🥤✨
Listen to the full episode here: [link]
#dtcpod #beverage #wellness #community #shopify
Castmagic LinkedIn Post
Creating a community before a product launch is the secret to success for a new brand.
Michelle Cordeiro Grant, Founder and CEO of Gorgy, joins Blaine Bolus to share her journey of building a beverage brand that started with a passionate community.
With a background in fashion and building the intimates brand LIVELY, Michelle discusses how she applied lessons from the fashion world to differentiate Gorgy in the crowded energy drink market.
We explore Gorgy's unique approach to building community, partnering with creators, expanding into retail, and creating engaging content beyond the product.
Listen to the full episode here: [link]
#dtcpod #ecommerce #beverage #energydrink #community
Castmagic LinkedIn Post
From fashion to beverages, building a powerful brand is all about creating an engaged community.
Michelle Cordeiro Grant, founder & CEO of Gorgy, joins Blaine Bolus to share her journey of launching an energy wellness drink that's disrupting the industry.
You'll learn how Gorgy crowdsourced feedback to perfect their product, the power of organic influencer partnerships, and their unique approach to retail expansion.
Michelle also unpacks how they've applied lessons from the fashion world to differentiate in the beverage space and the creative ways they're inspiring their audience.
Listen to the full episode here: [link]
#dtcpod #ecommerce #cpg #beverages #community
Castmagic LinkedIn Post
From fashion to beverages, building a powerful brand is all about creating an engaged community that feels a sense of ownership in the brand's journey.
Michelle Cordeiro Grant, founder & CEO of Gorgy, joins Blaine Bolus to share her journey of launching an energy wellness drink that's disrupting the industry and redefining the category.
In this episode, you'll learn how Gorgy crowdsourced feedback to perfect their product before launch, the power of building organic influencer partnerships, and their unique approach to retail expansion with partners like Erewhon and Whole Foods.
Michelle also unpacks how they've strategically applied lessons from the fashion world to differentiate in the beverage space, the creative ways they're inspiring their audience beyond the product, and why investing in quality and a long-term vision has been key to their success.
Whether you're in CPG, DTC, or any consumer-facing brand, this is a masterclass on modern brand building, creating community, and challenging industry norms.
Listen to the full episode here: [link]
#dtcpod #ecommerce #cpg #beverages #community #branding
Castmagic LinkedIn Post
Here is the LinkedIn post for this episode:
Community is the new moat for consumer brands.
Michelle Cordeiro Grant, Founder & CEO of GORGIE, joins Blaine to discuss how she built a buzzy beverage brand by crowdsourcing everything from product development to marketing.
You'll learn how GORGIE fostered a highly engaged community pre-launch, incorporated fan feedback to craft the perfect product, leveraged organic partnerships with aligned creators, and is scaling the brand through strategic retail relationships.
Listen to the full episode here: [link]
hashtag#communitybuilding hashtag#crowdsourcing hashtag#consumerbrands hashtag#dtc hashtag#beverage
Castmagic LinkedIn Post
Building a community-powered brand in the beverage industry sounds like a tall order, but when it's fueled by passion and purpose, anything is possible.
Michelle Cordeiro Grant, Founder & CEO of GORGIE, joins Blaine Bolus to share the secret sauce behind her brand's rapid rise to success.
Michelle reveals how she leveraged her fashion background to create a unique positioning in the beverage space, while building a highly engaged community of thousands before even launching a product.
We explore the power of crowdsourcing for product development, the keys to nurturing an authentic brand community, expansion strategies with retail partners, and much more.
Listen to the full episode here: [link]
hashtag#beveragebrands hashtag#communitybuilding hashtag#crowdsourcing hashtag#brandpartnerships hashtag#dtc hashtag#dtcpod
Castmagic LinkedIn Post
Want to build a thriving brand community that actually moves the needle on your business?
Michelle Cordeiro Grant, Founder & CEO of GORGIE, joins Blaine Bolus to reveal how she built a highly engaged community of thousands that powered the launch of her beverage brand.
From crowdsourcing product development to nurturing authentic conversations, Michelle shares the keys to cultivating a community that becomes your brand's biggest growth engine.
We explore GORGIE's unique positioning at the intersection of energy and wellness, retail expansion strategies, and the role of creative initiatives like their magazine in driving engagement.
Listen to the full episode here: [link]
hashtag#brandcommunity hashtag#communitybuilding hashtag#crowdsourcing hashtag#beveragebrands hashtag#dtc hashtag#dtcpod
Castmagic LinkedIn Post
Direct-to-community is the new DTC for consumer brands.
Michelle Cordeiro Grant, Founder & CEO of GORGIE, joins Blaine Bolus to share how she built a passionate community of thousands that fueled the successful launch of her beverage brand.
From crowdsourcing product development to fostering meaningful conversations, Michelle reveals the keys to cultivating an engaged community that becomes your most powerful growth driver.
We explore GORGIE's differentiated positioning in the beverage space, strategies for expanding into retail, and the role of creative initiatives in deepening customer relationships.
Listen to the full episode here: [link]
hashtag#directtocommunity hashtag#communitybuilding hashtag#crowdsourcing hashtag#beveragebrands hashtag#dtc hashtag#dtcpod
Made with Castmagic
Turn any recording into a page like this.
Upload audio or video — interviews, podcasts, sales calls, lectures. Get a transcript, summary, key takeaways, and social-ready clips in minutes.
Google
Apple
Or learn more about Castmagic first.
Magic Chat
Try asking