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DTC POD
#343 - The ‘Clean Caffeine’ Revolution: How Plant Press is Energizing the Beverage Aisle
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Blaine Bolus
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Ariana Farahani
00:00 Exploring CBD-caffeine drinks; consumers prioritize caffeine. 05:11 Started recipe conversion; collaborated with beverage scientist.
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“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.”
“And then it literally was Google how to convert a kitchen recipe into manufacturer recipe, learned what a co packer was, which is like a manufacturer, and then started tapping into my network of, like, who do I know in beverage that I can start talking to about this? And honestly, I think it was all just like asking questions, like finding people, ask the question, learn, put it together, and, you know, that's kind of how we got the ball rolling.”
“And I was fortunate enough to be introduced to an amazing guy, Tyrone, who used to work at Nestle as a beverage scientist. And I went to him and I'm like, hey, I have this concept. How can we take it and, like, create, you know, a manufacturable version of it? So those were like the very first steps. And honestly, I think it was all just like asking questions, like finding people, ask the question, learn, put it together, and, you know, that's kind of how we got the ball rolling. But there were so many iterations, like, you have no idea. There was like a still version, there was a sparkling version. There were, like, different ways of branding it, different, you know, how does this fit on the shelf?”
“And I went to him and I'm like, hey, I have this concept. How can we take it and, like, create, you know, a manufacturable version of it? So those were like the very first steps. And honestly, I think it was all just like asking questions, like finding people, ask the question, learn, put it together, and, you know, that's kind of how we got the ball rolling. But there were so many iterations, like, you have no idea. There was like a still version, there was a sparkling version. There were, like, different ways of branding it, different, you know, how does this fit on the shelf? Like, does the consumer pick this up? But I think all that was really useful because it was all really data, and I was like a data person.”
“I think it was all just like asking questions, like finding people, ask the question, learn, put it together, and, you know, that's kind of how we got the ball rolling.”
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Visit HubSpot.com sales to start selling with sales hub what is going on? DTC pod. Today we are joined by Ariana Farahani, who is the founder and CEO at Plant Press. Um, really excited for this conversation because I was actually catching up with Ariana randomly. I didn't know what she did. We were chatting about, uh, you know, consumer products, CPG, and she mentioned that she was working on this brand and that she had also heard the pod. So it was just natural to kind of dig in, learn more about the brand, see where they're distributed, the success they've had so far. And so was really looking forward to this conversation. So, I guess without any further ado, Ariana, I'll let you kick us off.
Why don't you give us a little bit of background about yourself and plant press and how you guys got started, and then we'll dive into it.
Totally, Blaine, thank you for having me. Super excited to be on. So plant press is a super healthy alternative to coffee and traditional energy drinks. My background was never like, CPG or beverage, actually. I was working in neuroscience, working actually on like, medical marijuana research. So I was really introduced to, like, the CBD and THC space. I drank a lot of coffee to keep me going throughout the day. And I always face, like, a lot of anxiety and jitters.
And I started looking into how, like, CBD and caffeine could potentially, like, ease the anxiety. Um, so interestingly enough, like, that combination led me into the beverage world. And this was probably about, like, four or five years ago, right, when we saw a lot of, like, consumer brands coming into the CBD space, like recess and all of that. So I started playing around with, you know, a really clean ingredient beverage that had caffeine, that had electrolytes that could calm the jitters with CBD and started market testing in Manhattan. And what I found were people coming back to me being like, hey, I love this product. I'm drinking it as an alternative to my cup of coffee. I really only care about the caffeine. I don't care about any of the other stuff.
And it's, you know, 100 milligrams. It's not a super intense jolt like your Celsius or Red Bull. And so I found that there was kind of, like, another consumer out there besides me that had this need. So I consistently refined the product over time until it got to a place where it was really just selling with tastings and demos, not really any kind of marketing because I had no budget. And I started stocking places like corporate offices in Manhattan. So Goldman, Morgan Stanley, Amex headquarters, and people were, like, buying the products. And I'm like, wow, there's actually a market fit here. So I took all that data, I quit the science world, and then I really went full force into plant press.
And, you know, over time, it is what it is today now. So it was exciting, sweet.
So a lot to unpack there. Let's start with the beginnings of it, right? Like, you have a product that you want to build. Like, what was the first steps? You said you had no background in beverage, so, like, who'd you go to to, like, make this drink you poured in your kitchen, or how'd you come up with the formulation? Who'd you go to? What did, like, MVP of plant press look like?
MVP of plant press literally said clean caffeine, like, smack in the middle. And the word plant press was, like, small at the top, because I was like, how am I supposed to get people to pick this up when I have no advertising what plant press could be? But it's funny because the original recipes were me calling my mom from the library and being like, hey, you're really good at mixing fruits and recipes and all this stuff. Can you come up with something that's fruity and tastes really good. So she comes up with all these different mixtures. We had a tea version, we had one with pineapple. We had all this stuff. And we landed on the first flavor, which was passion fruit, peach. Think of a literal mosh of passion fruit and peaches.
And I was like, okay, I have a taste now. Where do I go from here? And then it literally was Google how to convert a kitchen recipe into manufacturer recipe, learned what a co packer was, which is like a manufacturer, and then started tapping into my network of, like, who do I know in beverage that I can start talking to about this? And I was fortunate enough to be introduced to an amazing guy, Tyrone, who used to work at Nestle as a beverage scientist. And I went to him and I'm like, hey, I have this concept. How can we take it and, like, create, you know, a manufacturable version of it? So those were like the very first steps. And honestly, I think it was all just like asking questions, like finding people, ask the question, learn, put it together, and, you know, that's kind of how we got the ball rolling. But there were so many iterations, like, you have no idea. There was like a still version, there was a sparkling version. There were, like, different ways of branding it, different, you know, how does this fit on the shelf? Like, does the consumer pick this up? But I think all that was really useful because it was all really data, and I was like a data person.
So I'm like, wow, this works. Let's keep it. Let's try something else now and move on from there.
So, yeah, let's go into the iterations because that's always the fun part. In the beginning, you're not dealing with crazy scale, so you can be a little bit more iterative, whether it's the ingredients, the packaging, et cetera. And then as you start to scale, it's like you've got, you know, massive purchase orders that you're making. And, you know, starting to, like, mess around with things gets harder. Cause you're in the scaling stage as opposed to the startup stage. So let's talk about some of those early learnings. Um, when you developed the product, you. You said even from the beginning, you were like, clean caffeine plan press was a little bit smaller.
What were some of the key iterations early on to, like, that, you know, you would say drove the brand to, like, where it is today. Like, just take me through that entire process.
Totally. So obviously, the very, very first one was had CBD in it. So CBD plus caffeine, they all off the bat. I knew I wanted vitamins and electrolytes in it and something hydrating and nourishing. So that was one iteration. One was CBD plus caffeine, a still version of it in a can. And then we had ones without it. So, like, think of it, just caffeine and different flavors.
So I had a pomegranate flavor. I kept the passion for peach one. There was like, elderflower. Wow, this is like, tripped down memory lane. So essentially, each one of these skews gave me, you know, some insight on the shelf. So, for example, the CBD caffeine one over and over again, I heard, like, I'm not buying this for the CBD, and I buy it for caffeine. I was like, okay, this is helpful. I'm not going to focus on that anymore.
Then it was the still one. People were like, I don't want to drink something still from a can. And I'm like, and this sounds pretty obvious now, but in the beginning, I was like, what if there's a consumer that doesn't like it sparkling or something? And I think now you learn in this stage that you just pick a lane and stick with it and you don't appeal to everybody. But in the beginning, I was like, oh, well, I want everyone to try to buy it, remember? So still version took that out, and then we kind of landed on like, okay, we're gonna be caffeine with vitamins, electrolytes, and like, no preservatives, no gums, no artificial sugars. And so it stayed that way. And then we had clean caffeine in the middle of the label and plant breast small at the top to the point that people were calling us, like, the clean caffeine drink. And we're like, okay. And that's like, how we got that iteration, I think, to your point being, you know, having the ability to run such small volume at that time, like, allowed for all of these, like, trial and errors.
But obviously, now it's like you're signing up for big bulk runs and you just kind of have to know exactly what you're producing and who your customer is and all that.
And then one thing that you said was the data was important that you were getting back. So how'd you guys go about, like, gathering that data? Was it like, was it qualitative data? Was there quantitative data? Was it just like you talking to customers and getting a pulse on it? Or was there something more measured that you were able to do? What did that look like in those.
Stages, I think it was both qualitative and quantitative. So on the quantitative side, when I started stocking offices, we were able to see, oh, hey, I gave Goldman Sachs ten cases in the beginning of September, and by October they're ordering 15. We could see that one product was selling, and now they're like increasing their orders. So we had that the numbers part of it, too. But I think what was also really important in improving the brand and meeting the consumer's needs was the qualitative data. So every location that we got as an account, I would go maybe with someone else, and I would just go there and give samples for like two or 3 hours. And then you'd really hear, like, you know, things that you would never have expected. Someone points out to you, like, one thing is, you know, someone's literally like, oh, I would love to have like, a QR code on this can.
So I could scan. And I was like, okay, great idea. And then, you know, one person is like, I'm tasting a bit, you know, this one's too sweet for me. This one's too, like, sparkling, you know, and then you just kind of like, gather all of that if you hear it over and over again, and you're like, okay, this is a change we should look at making. So I think every single aspect is, it is a data collection, and you, you refine until you get it right. Almost right. Is that.
Yeah, it's always, it's always iterative. Right. But, um, okay, sweet. So you, you've kind of gathered some data, and then talk to me about your first sort of, like, forays into retail. Like, who was the first, like, retailer that picked you up? What was the size? Like, what, what was that? Like, just walk us through it.
Totally. So we started in Manhattan, like bodegas. Think of your corner stores. And it was literally me and my mom was helping me out with this. Like, going to the stores, being like, try this product, get it on shelf. And then I guess there are a few notable ones in the city, like west side Market, Brooklyn fair city acres. So those are some really good accounts that we started getting. And then we sort of, you know, Bootstrap built that market up.
But I think, like the, I guess the most major account that we recently got was lifetime fitness, which was our first national account. So instead of regional pockets, we had something nationwide. And that was incredible. They actually had reached out to me, being like, we're looking for cleaner beverages in the space, which is also was a huge validating point of, you know, this needs to exist. And. And then we, you know, got into conversation, and then July 5 of this year is when we first started hitting their shelves, and it's been, like, incredible growth that we've seen through them up until this point. They've, like, you know, wiped out our inventory at one point, and we're like, okay, great problem to have, but also, like, we need more stock now. So it's definitely great.
It really brought us, I think, to the next stage, and now we're in the phase of, like, applying to a lot more national retailers around the country.
That's really cool. I'd love to talk about, like, the difference or similar. Like, when you think about it, do you think of it any differently? Like, selling to something like a lifetime fitness versus just, like, a traditional grocery store chain? Uh, is it the same thing? Like, what. What's the difference? And, like, how do you think about it? Um, you know, strategically, obviously, it's been good for you from, like, a moving volume perspective. But is there any calculus that goes in there? Is there any strategy? Or is it just, like, kind of, oh, they move a bunch of volume, and their ICP is kind of aligned with our demo.
Yeah. So, I mean, like you said, it's. It's better for us to get a larger account. Like a lifetime where it's. You're constantly facing your consumer, our consumer, in our case, versus a grocery store where there's so many different kinds of people, it's a lot slower to move off shelves because of all the products. But in terms of, like, pitching it to them, I would say it's basically the same across the board. Like, we're selling the same product. Our positioning is the same compared to the other brands that are on shelves.
It's more just, like, obviously, in a fitness account. We're like, hey, I'm. You're really going to sell a lot of volume because you're seeing our consumer way more than a grocery. So I would say it's the same across the board overall.
Sweet. And then I want to backtrack a little bit, and then we can kind of keep going forward. So talk to me about initial financing and funding. I know you said you worked on this yourself, so what did it look like in the early days? How did you think about capitalizing the business given that you were just starting? It was like a new venture. You had to go make inventory purchases. How did you think about that?
Yeah. So the initial trial runs or that full testing period was self funded in the sense of I had to get capital, put it together and just kind of initially get the ball rolling without investors. Also, coming from a science background and not CBG, it would have been very difficult to kind of just say, hey, I have this idea, and try to get funding at such an early stage. So the way I saw it was I have to really pull together solid numbers and proof of product market fit to make this something that an investor would then come and invest in. So kind of once that trial period was over, it was then it was starting to put the deck together and put the materials together and go to people who have previously invested in this space or who are interested in the product. So your kind of classic friends and family, initial seed brown. And I think that was really useful to have because, again, my background wasn't someone who was previously in CPG that had a lot of credibility in the space to say, oh, well, I know that they're going to knock this out of the park. So, yeah, so that was really useful.
And I think that's what generated the momentum at the onset of the seed round where, yeah, as I said, it was mostly people in beverage, a few athletes, a few musicians that were drinking the product around our network and helped kick this off the ground.
Yeah, I like that. Just for any entrepreneur, it's like, I know it. It's like, try to build something first before you, like, raise capital because it'll give you so many insights. You'll have people who have tried it and used it and even sampled it. But a lot of times don't let the limiting factor to, if it's a good business idea, be, I need to raise capital before I do anything. There's always some version of it that you can try. Whether it's pre selling, whether it's sampling, gathering some sort of qualitative data, or market validation, there's always ways to kind of like, go out and prove and test a concept in a market. And I know a lot of entrepreneurs might just think like, oh, let me just, you know, if I can't raise money for it.
But, like, to your point, as a first time founder, there's so many, there's like that chicken and the egg problem where they're like, and it happened to me, too. It's like, why should I give you capital? Like, what have you done right? And you spend so much time, like, trying to tell these people, like, why you're smart, where it's like you can just go, um, you know, spin up a concept and try to validate it. So I think that's awesome. Way to get started. And then you guys did raise a seed round. So you were able to, was that able to help? What, what were you able to use that seed round to do? Like what was the purpose of it? Obviously, like inventory and stuff. But what did that unlock for, for plant pressure?
Totally, totally. I mean, so we raised a bit over a million dollars. So last June, July, a little over a year ago. And I think that really, like obviously to your point, raising money is helpful. It's useful, you can do it without in some way, it's just slower. So obviously having that injection of like a million dollars of capital helps then make hires, produce more inventory, have the flexibility to do some marketing as well. I think for beverage, a million dollars is not, you know, a lot at the beginning because it is so capital intensive. So you have to be really kind of thoughtful about where you're putting that cash.
So from my experience, like with all the data and trial and error, I was like the biggest thing that sells this product is demos and sampling. So I'm going to invest like a bulk of our initial marketing funds on just getting people to try the product and like on the ground, boots on the ground, like guerrilla marketing tactics of samplings, obviously, like when you have more capital, you can, you know, take the luxury of doing a ton of like influencer marketing, ad spend sponsorships and all of that. Um, but in the beginning it was just being really meaningful about like every marketing dollar and then the rest of it was really just bringing on people to the team that could fill in the gaps where I really didn't know a lot of stuff. So supply chain like understanding how to optimize your freight from, you know, this co packer to your warehouse to like the new retailer where you can save a cent because obviously like when you're dealing with such small margins already, like every cent really counts. So then there's brokers in the industry which again you can build a beverage brand and get into retail without brokers in the space. It requires a lot of hustle and it's doable. Like I think, you know, I've read about so many founders that have done it, but if you're able to get a really good broker on board, um, that really expedites the process and helps you with the paperwork and navigating that as well. So that's also where a bulk of, you know, the capital is used towards as well.
So 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, and I think that's so important because it's like, you've got the capital. It's like, now, how do I actually, like, grow this thing? And, like, you're saying a million dollars, it sounds like a lot of money, but when you're dealing with inventory and freight and salaries and rent and, like, all these other things, like, it can go pretty quickly. So looking back on it, like, what, I know you kind of mentioned brokers and sampling, but, like, what do you say those were, like, you know, the two best strategies? Were there any strategies that you tested that, like, weren't so great? Is there anything that if you, like, looking back, you would have doubled down on, like, double down on even more?
Yeah, I think so. In Beveridge, you kind of have two paths of, like, go to market and expansion. So there's kind of your local DSD distributors, which are very, very, like, local to neighborhoods around the country, and they're just like your classic. They put it on their truck, they drop it off. They send you a little check, like, there's nothing more to it. And then there's broadliners. So, like, your big distributors, KV and unify, which take, like, about three to six months to really get set up with them. I initially thought that this, my initial approach was a DSD model.
So, like, in different pockets. So I tried Miami DSD model, New York DSD model. It's very slow and it doesn't move the needle as quickly. You need, like, an on the ground kind of team to really support the distributor. So once I kind of went through that for a few months, and I was like, okay, this is not moving as fast as we needed to. There's so many nuances. They don't, you know, oftentimes people in the industry know there's a lot of, they'll, like, miss orders. It's a very disorganized situation, so it makes it slow.
And the broadliner route is a lot more. Yeah, it's a bit more expensive, but you're getting on shelf much more quickly, and it's much more systematic. So I think that trial and error period of like, okay, DSD is not really great. Like, we need to shift or add, you know, this extra layer to it is something I wish I knew a bit earlier. So eventually we, like, you know, three, four months in after the race and being in, like, the DSD kind of world were like, all right, we need to really get on the broadliners. And that's what we kicked off that process. So I think both of them are equally, like, you know, useful and important to have both, but you really can't focus on one, like, DSD route as the, at the onset.
Awesome. And the other thing you mentioned was sampling. Right. Um, I think that's also so important because, like, you know, at the end of the day, it's like everyone wants to run ads on like, meta or Instagram or influencer. And that, like, works for, like, some sort of products. But, like, if you like food and products that you put in your body, like, there's certain things, it's like, it either tastes good and you like it or it doesn't. And, like, some, it's like one of the best ways to get to decide if you like a product or not is just to, like, taste it. Yeah.
Yeah, right. So what did that process look for you guys? Like, where did you go to, like, do sampling? What? You know, how'd you get in front of your target buyer and like, how did you, like, scale that, that channel up?
Yeah, so, I mean, every retail location we opened, we would do like a demo or sampling. And then on top of that, we would try to do, like, for example, in New York City, like on Westside highway. There's a lot of runners. That's, that's a group of our target demographic. So we'd even like, go there and just do samplings there where there's not really retail location and give them to our code store on Amazon, tell them which stores they could buy in the city, get in front of our consumer in that sense. So I think obviously there are parties where you can stock which are like, our product is sometimes used as a mixer. I think that was an avenue as well that we explored a bit. I can't say it was the strongest return on the sampling or the time, but obviously it presented the products in a different light to a newer kind of consumer that would use this mixer, too.
So it's also a fun one that we did, too.
The clean Red Bull vodka.
Yeah, exactly. Which is so crazy because there's such a need for it. Like, there's really a need for like, a healthier like, better tasting version of it. So we tapped into that a bit. And it's so crazy because when I was, you know, playing around with this during COVID I would get, like, venmo requests for our mvp product of, like, hey, can I, like, get some more of that as a mixer for, like, those, you know, Covid discreet parties? And I was like, wow, okay, there's that entire avenue, too that we can start fulfilling, but, yeah, exactly.
No, and it's just, it's so crazy because this applies to, like, any brand you're building, whether you're in CPG, whether you're, you know, in apparel, whether you're in software. Like, there's so many signals that you might get. And, like, part of the role as, like, a founder operator is identifying, like, which signal, like, really matters and, like, where to double down and where to focus on. Right? Because, like, yeah, you could, in theory, put all of your strategy and effort into, like, making plan press, just, like, the mixer of choice for, like, whatever. But maybe that's a different strategy and that doesn't align up with, uh, you know, your lifetime fitness strategy. So, um, that's so. So talk to me a little bit now. Now that we kind of have an understanding of, like, you know, what you did, how you thought about capital, how the business was built.
Talk to me a little bit about, um, you know, the market, how you see it going. What gets you excited, what are the signals that you want to double down on the. And as you think about growing, like, where you want to invest and scale up.
Yeah, totally. So, I mean, I think natural energy we've seen in the past year is a rapidly expanding market. Like, there is a new, like, cleaner energy position product coming out, like, every month. And actually our trademark for the clean caffeine that we initially put on the labels has been used, like, over and over again by a new brand. So it's like, we are seeing that pop up and sending letters, like, all the time for it now. So it's, it's pretty incredible at the same time because it's very validating of, like, wow, you know, other people are identifying this need in the marketplace and there's obviously, you know, a consumer there and brands want to create something for it. So I think that space is, you know, it's growing like crazy, but at the same time, you know, I think hydration and, like, the fact that we have electrolytes and, like, that aspect of it makes our products really unique in this space because, I mean, if you look at the hydration category by itself. And, like, the electrolyte powders and even, like, prime was, was an example, I guess.
You know, it's, it's its own topic, but the hydration category was growing, is growing a lot as well. So it's kind of combining us with more, like, energy and hydration and kind of capitalizing on two really expanding spaces. And I think those are only going to continue to grow as kind of these legacy brands like Celsius and Breadbull and all of that are just showing declines in numbers. And I think retailers were kind of looking at Celsius originally as the healthy player in the space. And we're really relying on that brand to kind of capture that healthier consumer. But we're seeing numbers that are just coming out now as, like, Celsius is kind of declining in the space, too, and, like, they're facing, you know, lawsuits for poor ingredients and sending people to hospital for heart defects and, like, all of this stuff. So we can no longer, you know, retailers can no longer rely on that, you know, giant brand as the, like, healthier version of the traditional one. So it's a really interesting space.
It's always, like, moving quickly, but I think it has a really positive future.
I think it's so funny that you mentioned that Celsius is the healthy alternative because it was really funny. I opened my fridge and I see all this Celsius in there when I was back with my parents and I was like, where did this come from? And my dad's like, oh, I've been drinking it. And he's like, it's healthy. I was like, oh, my God. I was like, there's captain there. I don't know how you're doing it. No, that's, that's super funny. But, yeah.
What are, what are you seeing? So, red bulls, the monsters of the world. Like, all these, like, traditional sort of energy. They've got, like, massive, um, market penetration, massive distribution and energy seems to be, like, one of those categories that's, like, always hot, right? Everyone has a million things to do. Um, you know, is always tired. Like, always wishes they could get a little bit more sleep or have a little bit more energy. So what's happening with, like, these bigger players? What? You know, obviously there's kind of a wellness for everything moment that we're sort of seeing, which makes sense for the category, but, like, what are we seeing on the higher end from some of the, like, incumbent players and how they're meeting, you know, market demand?
Totally. So, I mean, I think they will always have a very big portion of the market share just because of the brands and companies they've established. But I think we're in a time period where there is a very urgent need for innovation from these players in order to capture society really transitioning to better for you and, like, more health conscious and there's more health conscious consumers. So I think that's kind of what they're going to need to shift to. Whether it's acquisition of brands that are appealing to these kinds of consumers or whether it's them putting out different skus or different products that are in the better for you space so they can really, like, play in that, you know, newer kind of category. So. So, yeah, to your point, it's interesting. I think they'll always have, like, a really big.
They'll always be like, Red Bull. Will always be kind of Red Bull. But that's not to say another brand can't be as impactful as a Red Bull, but for a different kind of consumer, that's really emerging.
Yeah. And it's just like, you know, you've got these massive, massive categories. So if you're able to kind of, like, identify a, like, core ICP that's, like, a subset of that user base that isn't being catered to by that brand, like, there can be, like, massive markets there and then those can expand over time with the market. So that sort of stuff is. It's really exciting to see. And clearly, like, we're seeing it right. Like, we've had a bunch of these other functional beverage brands on the pod. The space is, like, really hot.
And it's also, it's also just interesting how fast things are moving. It feels like the rate at which, like, at least when I was growing up, it's like you had, like, your massive, like, soda brands and you, like, you had your Red Bull and, like, there wasn't, like, a lot of, like, brand turnover, and then you had, like, you know, things like, like life, water and gatorade. And, like, it was just, like, it was just interesting because it just feels like everything's just accelerating, like, so, so, so fast. And the rate at which consumers are, like, actually, like, learning and what caring about ingredients, what's in the product, like, all of that is just, like, massively accelerating. So, yeah, this, this space is really, really cool. And it's cool to see that you guys are having so much success. Why don't you tell us, you know, a little bit more about, like, other distributors that or other retailers that you've managed to sell into you know, I know we've talked a lot about a couple different ones that you were in, so why don't, why don't you mention some of those and how those have been going for you.
Yeah, totally. So, I mean, I think a special one to me is erewhon. That was like my first real kind of like retail chain after bootstrapping the ones in Manhattan. We, I think the first and second quarter of this year, we were the fastest growing energy drink on shelves there, which was super exciting. And I think that comes to speak to like, how impactful demos are because we really didn't do much marketing like digitally or anything. It was really just like I had, you know, two amazing girls from USC doing our pop ups there every single weekend. And then that really helped grow the brand. And then down, or I guess across in like Michigan and Ohio, they're like better health stores that we just got into.
I think there's like about 18 of them. So that's doing really well as well. Fitness gym, so there's like anatomy down in Miami, so that does really well as well. There's like pockets, I guess, around the country, but our real focus is kind of through the natural foods channel. So right now we're in this phase of like applying to all your major ones that, you know, so like sprouts, whole foods, fresh market, all of that, which is really where our consumer lies. So I want to put a lot of the focus there basically.
Awesome. And Ariana, as we wrap up here, what are you most excited about over the next year or so in terms of building the brand? Is it, are you focused on like product, new products, iterating there? Are you focused on like team and headcount operations, distribution, a little bit of everything. Like if you had to like pick, I don't know, your top two priorities that like you really want to dial in in the next, call it like twelve to 18 months. Like what are you really focused on?
So I would say it's product and distribution. So we have amazing flavors that are ready to launch and I can't wait for our loyal plant press customers to try it. And I think we're in a really exciting time for distribution and getting on shelves of really major retailers around the country, which would just change the game for us a lot in terms of availability, also in terms of reaching our consumer. And I think it's interesting because all of that really funnels into the d two c side of it and Amazon and like consumers learning about the product and they can. Now we're in a phase where everyone's ordering their groceries and like heavy items on Amazon. So, um, even like while we first got our lifetime account, like, we saw our Amazon numbers increase like crazy because it was really getting in front of like the right kinds of people. So I think that's something that's like an inflection point that we're at that I think is really exciting because it will kind of show up in various parts of the company in terms of growth.
Yeah. And that's something that, you know, we've been hearing a lot. Uh, it's like that halo effect and like being on Amazon, for example, it's like there's people who do their shopping there. So you know, when you launch a retailer, you're going to see that halo effect trickle over to Amazon. And that's why a lot of brands that we talk to, it's like actually the first thing you want to do is get on Amazon because then any of the marketing initiatives that you're pushing anywhere else, you at least are able to capture some of that like Halo effect if you're not selling to a channel that people actually want to buy on and they're like, oh, I've seen that. I just want to go get it on Amazon. So, um, I think that's, that's awesome to hear. Um, congrats so much on the growth.
And um, yeah, for, for anyone who's listening, why don't you shout out, um, where we can connect with you as well as the brand if you want to shout out your, your socials.
Yeah, absolutely. So the brand is drinkplant press on Instagram and the website drinkplantpress.com. my Instagram is arianacfarahani. You'll probably see my name there because it's hard to spell and feel free to drop us a note or note. And we'd always love to hear from you.
Awesome. Thanks so much, Ariana.
Thank you so much.
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.
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DTC Pod Linkedin
@Ariana Farahani's brand @drinkplantpress is taking the beverage industry by storm, becoming the fastest-growing energy drink at @Erewhon in just six months.
Ariana joins @blaine on this week's episode of DTC Pod to share how Plant Press's unique blend of clean caffeine, vitamins, and electrolytes has resonated with health-conscious consumers, propelling the brand's rapid expansion into retailers like @Sprouts, @Whole Foods, and @lifetimefitness.
We break down Plant Press's journey from homemade recipes to large-scale production, the power of in-person demos and sampling, and Ariana's strategic approach to fundraising and distribution partnerships.
Full episode here: [Spotify Link]
#dtcpod #entrepreneurship #cpg #beverage #functionaldrinks #retailstrategy #brandgrowth #wellness
1️⃣ One Sentence Summary
Ariana Farahani on Plant Press' retail growth and product development.
💼 LinkedIN - 6 Reasons Post
Founders should develop their product before seeking capital. Here are the top 6 reasons why entrepreneurs should prioritize product development over fundraising in the early stages:
Gain valuable user feedback.
By building an initial product, founders can gather real-world insights from users to validate their concept and identify areas for improvement. This feedback loop is crucial for refining the product and ensuring it meets market needs.Demonstrate proof of concept to investors.
Having a functional product, even in a basic form, shows investors that the idea is feasible and that the team is capable of executing. This tangible proof instills more confidence than a mere pitch deck or theoretical concept.Avoid premature dilution of ownership.
Raising capital too early often leads to giving up significant equity at a lower valuation. By delaying fundraising until the product is more developed, founders can command better terms and maintain a larger ownership stake.Attract the right investors.
With a product in hand, founders can target investors who are a better fit for their specific industry, stage, and goals. The product serves as a clearer representation of the company's potential, making it easier to find aligned investment partners.Prioritize resource allocation.
Focusing on product development ensures that limited early-stage resources are directed towards creating value for customers. Fundraising can be a time-consuming distraction from the critical work of building and iterating the core offering.Strengthen the founding team's skills.
The process of bringing a product to life challenges founders to expand their abilities in areas such as problem-solving, customer understanding, and technical execution. These skills will be invaluable as the company grows and faces new challenges.
TL;DR:
Get user feedback to validate and refine your product.
Show investors a tangible proof of concept.
Delay fundraising to avoid early dilution.
Attract investors who are the right fit.
Allocate resources to creating customer value.
Develop the founding team's skills through product building.
Interview Breakdown
Today, Ariana Farahani, founder and CEO of Plant Press, shares her entrepreneurial journey in the beverage industry. She discusses how she developed a healthier energy drink alternative, secured funding, and navigated distribution challenges to achieve rapid growth.
In this episode, you'll learn about:
Plant Press's product development process and iterations based on consumer feedback
Strategies for conducting market tests and gathering data to validate product-market fit
The importance of strategic sampling and demos in driving sales and brand awareness
Key considerations for securing seed funding and making strategic investments
Navigating distribution challenges and partnerships with retailers like Erewhon and Lifetime Fitness
🔑 7 Key Themes
Here are 7 key themes discussed in the episode, with each theme described in 7 words or less:
Fast retail growth through in-store demos
Expanding distribution in natural food channels
Product development and new flavor launches
Increased consumer reach via retail partnerships
Amazon's halo effect on DTC sales
Strategic sampling for cost-effective customer acquisition
Healthier beverage options driving market demand
💬 Keywords
Ariana Farahani
Plant Press
Energy drink
Retail growth
Erewhon
In-person demos
Pop-up events
Better Health stores
Gym partnerships
Natural food channels
Product development
Distribution expansion
New flavors
Major retailers
Direct-to-Consumer (DTC) sales
Amazon presence
Halo effect
Social media
Entrepreneurial insights
Seed funding
Strategic investments
Sampling strategy
Distribution challenges
Broadliner distributors
Consumer trends
Healthy beverage options
Clean energy drinks
Market evolution
Product iterations
Consumer feedback
📚 Timestamped overview
00:00 Explored CBD and caffeine beverages, tested in Manhattan; consumers preferred caffeine, indifferent to other ingredients.
05:11 Began with a recipe, researched manufacturing, consulted experts like Tyrone from Nestle, and iterated extensively using data to develop a beverage product.
07:57 Focused on caffeinated, vitamin-rich, preservative-free drinks, trial and error led to the "clean caffeine" label, dropping still variants in favor of a specific niche.
09:25 It was both qualitative and quantitative research: tracking increased orders and gathering feedback through sampling events.
13:58 Self-funded initial trials due to lack of industry background; built proof of concept before seeking friends and family investment.
17:26 Demos and sampling drive initial product sales, with early funds focused on guerrilla marketing, optimizing logistics, and hiring knowledgeable team members while leveraging brokers to expedite retail entry.
22:31 Sampling at retail and public locations to reach target demographics and promote products, also explored using products as mixers at events.
25:05 The natural energy market is rapidly expanding with new cleaner energy products and increased brand competition. The inclusion of electrolytes makes these products unique in the growing category.
29:53 Consumer brand dynamics are rapidly accelerating, with increased focus on ingredients. The space is evolving quickly, leading to new opportunities and successes for businesses.
32:34 Product launch and distribution expansion through major retailers and Amazon are key for growth.
34:37 Support by rating, reviewing, subscribing, and visiting dtcpod.com.
📚 Timestamped overview
00:00 Exploring CBD-caffeine drinks; consumers prioritize caffeine.
05:11 Started recipe conversion; collaborated with beverage scientist.
07:57 Focused product strategy: Sparkling, vitamins, clean caffeine.
09:25 Combining quantitative sales data with qualitative feedback.
13:58 Self-funded trial led to investor interest.
17:26 Demos and sampling are vital for product success.
22:31 Sampling and demos to reach target demographics.
25:05 Natural energy market rapidly expanding with competition.
29:53 Rapid consumer interest and brand turnover acceleration.
32:34 Product, distribution, flavors, and exciting retail expansion.
34:37 Rate, review, subscribe, visit dtcpod.com, join community.
❇️ Key topics and bullets
Company Growth and Retail Expansion
Fast growth in retail, particularly at Erewhon
Expansion into Better Health stores in Michigan and Ohio
Strong performance in gyms like Anatomy in Miami
Focus on expanding through natural food channels (Sprouts, Whole Foods, Fresh Market)
Marketing and Distribution Strategies
Emphasis on in-person demos and pop-up events over digital marketing
Priorities for the next 12-18 months: product development and distribution
Excitement around partnering with major retailers to increase availability and consumer reach
"Halo effect" of Amazon presence on visibility and sales
Entrepreneurial Insights and Funding
Importance of developing a product before seeking capital for user feedback and market validation
Challenges faced by first-time founders in attracting funding
Plant Pressure's seed round details and funding allocation
Strategic investments in marketing, staffing, supply chain optimization, and engaging brokers
Distribution Challenges and Solutions
Initial exploration of local Direct Store Delivery (DSD) distributors
Shift towards broadliner distributors (KV and Unify) for faster market penetration
Sampling Strategy and Experimentation
Sampling at retail locations and strategic public spaces
Targeting specific demographics and directing them to purchase points
Experimentation with using the product as a mixer
Market Trends and Consumer Preferences
Growing demand for healthier, better-tasting beverage options
Rapid growth in natural energy drinks and hydration products with electrolytes
Decline of traditional energy brands due to quality issues and lawsuits
Consumer shift towards wellness-focused products
Need for big brands to innovate or acquire health-focused brands to stay relevant
Rapid evolution in consumer awareness and preference for beverage ingredients
Product Development and Iteration
Evolution of Plant Press's beverage product based on consumer feedback
Focus on a sparkling version with clean caffeine, vitamins, and electrolytes
Data gathering through quantitative and qualitative feedback
Initial retail sales in local bodegas and notable Manhattan stores
Securing a national account with Lifetime Fitness as a significant breakthrough
Funding and Industry Credibility
Self-funding initial product trials and testing phases
Securing seed funding through friends, family, and beverage industry individuals
Building credibility and momentum for the business
Podcast Updates and Resources
DTC Pod joining the HubSpot podcast network
Launch of a Slack community for D2C founders and operators
Introduction of HubSpot's new Sales Hub with AI-empowered features
🎬 Reel script
Hey everyone, Ariana Farahani here, and I just had an incredible conversation on the DTC POD with Blaine Bolus. We talked about the amazing growth of my brand, Plant Press, and how we've become the fastest-growing energy drink in Erewhon. Our success comes down to in-person demos and expanding into natural food channels like Sprouts and Whole Foods.
I shared how we raised over a million dollars in our seed round, which helped us hire, produce inventory, and focus on cost-effective marketing strategies like sampling. We also discussed the challenges of distribution and how we shifted our focus to broadliner distributors for faster market penetration.
As an entrepreneur, my advice is to develop your product first, get user feedback, and validate your concept before seeking capital. It's all about proving your concept to attract funding.
If you want to learn more about Plant Press, check us out on Instagram at @drinkplantpress or visit our website, drinkplantpress.com. And don't forget to support the DTC POD by rating, reviewing, and subscribing to the show's resources at DTCpod.com. Thanks for tuning in!
✏️ Custom Newsletter
Subject: New DTC POD Episode Alert: Ariana Farahani Shares Plant Press Success Secrets! 🌿🥤
Hey there, DTC POD fans!
We've got a fresh episode hot off the press for you, and trust us, you don't want to miss this one! In this episode, Blaine sits down with the incredible Ariana Farahani, founder and CEO of Plant Press, the clean energy drink that's been making waves in the beverage industry.
Here are 5 key takeaways you'll get from tuning in:
How Plant Press became the fastest-growing energy drink at Erewhon in just half a year 📈
The power of in-person demos and pop-up events for driving growth 🙌
Ariana's strategy for expanding into natural food channels and major retailers 🛒
The "halo effect" of having products on Amazon and how it boosts sales 📦
Insider tips for entrepreneurs on developing products and attracting funding 💡
Fun Fact: Did you know that Ariana initially experimented with Plant Press as a clean alternative to Red Bull vodka during COVID? Talk about turning lemons into lemonade! 🍋
This episode is packed with insights on the rapidly evolving beverage industry, the shift towards health-conscious products, and how emerging brands like Plant Press are navigating the competitive landscape. You won't want to miss Ariana's story and her advice for fellow entrepreneurs.
So, grab your favorite beverage (maybe a Plant Press? 😉), sit back, and enjoy this energizing episode! And hey, if you love what you hear, don't forget to rate, review, and subscribe to DTC POD. Your support means the world to us!
Happy listening,
The DTC POD Team
P.S. Connect with Plant Press on Instagram @drinkplantpress and check out their website at drinkplantpress.com. And if you want to join our awesome community of DTC founders and operators, head over to DTCpod.com and join the waitlist for our new Slack group!
🐦 Business Lesson Tweet Thread
🧵 Thread: How a neuroscientist built a disruptive energy drink brand
Ariana Farahani was studying the brain, not beverages. But market signals sparked an idea.
She saw people craving a clean energy drink. Something without the artificial junk. So she started mixing up recipes at home.
Early consumer tests revealed what clicked: Caffeine + vitamins + electrolytes. No fake stuff. Plant Press was born.
Iterated fast based on feedback. Cut CBD. Pivoted from still to sparkling. Dialed in flavors.
Scored shelf space in NYC bodegas and markets. Landed Lifetime Fitness nationally. All with zero industry experience.
Hustled up initial capital from friends & family. Brought on beverage pros. Ramped up production.
Now Plant Press is spreading fast, claiming new territory from Celsius to Erewhon. Retailers are thirsty for healthy disruption.
Big lesson: Spot the gaps. Move quick. Let consumers guide you. Grit > experience.
Ariana didn't overthink it. She mixed a clean drink the market was missing. And just kept pressing forward.
🎓 Lessons Learned
Here are 10 key lessons from the episode, with concise titles and descriptions:
In-Person Demos Drive Growth
Pop-up events and sampling proved more effective than digital marketing for Plant Press's retail expansion.Target Natural Food Channels
Ariana focuses on expanding through retailers like Sprouts, Whole Foods, and Fresh Market.Prioritize Product and Distribution
Over the next 12-18 months, new flavors and increasing availability are top priorities.Leverage the Amazon Halo
Presence on Amazon enhances brand visibility and boosts sales from other marketing efforts.Validate Before Seeking Capital
Develop products and gain user feedback before pursuing funding to prove market viability.Strategic Seed Round Use
Plant Press's seed round funded hiring, inventory, and cost-effective marketing like demos.Navigate Distribution Challenges
Shifting from local to broadliner distributors enabled faster, more efficient market entry.Engage Target Demographics Directly
Sampling at strategic locations drove retail and online sales by reaching core customers.Capitalize on Market Shifts
Natural energy drinks are gaining popularity as consumers seek healthier, functional options.Iterate Based on Feedback
Ariana refined Plant Press's offerings using quantitative sales data and qualitative customer insights.
💎 Maxims
Here is a list of key principles and lessons from the conversation that could serve as maxims to live by as an entrepreneur:
Validate your product concept through direct consumer feedback before seeking funding. Demonstrate proof of market fit first.
Strategically deploy capital on initiatives that drive sales, like sampling and demos. Focus marketing spend on engaging your target customers.
Adapt your go-to-market strategy as you scale. Local distributors may work early on, but broadliner partnerships enable faster, more systematic growth.
Go where your customers are. Sample and promote in locations frequented by your target demographics to maximize impact and conversions.
Stay attuned to evolving consumer preferences in your industry. Capitalize on emerging trends that align with your product vision.
Iterate products based on a balance of quantitative sales data and qualitative customer insights. Small batch trial and error can guide improvements.
Establish credibility for your brand by getting into respected retail outlets. Notable placements validate your offering in the market.
Target accounts and channels where your product will stand out and gain traction fastest, like specialty grocers over mass retail to start.
Leverage your unique domain expertise and points of differentiation in the early stages to prove out your concept on a budget.
Build investor confidence through a track record of progress and strategic partnerships that show your understanding of the industry landscape.
Stay tenacious through the challenges of scaling a physical goods business. Adapt your offerings as needed while staying true to your core value proposition.
Make health-conscious innovation a priority in legacy categories ripe for disruption. Challenge the status quo with products that meet emerging customer needs.
🌟 3 Fun Facts
Here are 3 fun facts revealed in the episode:
Plant Press became the fastest-growing energy drink at Erewhon in the first half of the year.
Ariana experimented with making a clean version of Red Bull vodka during discreet COVID parties, which saw high demand.
Initial market tests showed customers at Goldman Sachs and Amex offices preferred the caffeinated version of Plant Press over the CBD version.
📓 Blog Post
Title: Plant Press: Pioneering Healthy Energy in the Beverage Industry
Subheader: How Founder Ariana Farahani Built a Thriving Brand by Listening to Consumers
Introduction:
In a market saturated with sugary, artificially flavored energy drinks, one brand stands out for its commitment to health-conscious consumers. Plant Press, founded by Ariana Farahani, has quickly become a rising star in the beverage industry, offering a clean and natural alternative to traditional energy drinks. Through strategic product development, targeted distribution, and a focus on consumer feedback, Plant Press has positioned itself for success in a rapidly evolving market.
From Neuroscience to Beverage Entrepreneurship:
Ariana Farahani's journey into the beverage industry began with a background in neuroscience, where she focused on CBD and THC research. This unique perspective led her to develop a product that combines the energizing effects of caffeine with the anxiety-reducing properties of CBD. However, initial market tests in Manhattan revealed that customers were more interested in the caffeine aspect of the drink, prompting Farahani to pivot her focus solely on creating a healthier energy drink alternative.
Iterating Based on Consumer Feedback:
One of the key factors in Plant Press's success has been its willingness to adapt based on consumer preferences. The company underwent various product iterations, experimenting with different flavors like passion fruit peach and adjusting the formula to remove CBD and prioritize caffeine. By listening to customer feedback and analyzing data from early adopters in corporate offices like Goldman Sachs and Amex, Plant Press was able to refine its offering to better meet the needs of its target audience.
Navigating Production Challenges:
Transitioning from small-scale, home-made recipes to large-scale manufacturing presented its own set of challenges for Plant Press. Farahani sought guidance from a beverage scientist formerly employed by Nestle to navigate this process, ensuring that the product maintained its quality and integrity as production scaled up. This transition also required adjustments in branding and product offerings, showcasing the company's flexibility and willingness to adapt to the realities of the market.
Targeted Distribution and Retail Partnerships:
Plant Press's distribution strategy has been instrumental in its rapid growth. By focusing on natural food channels and partnering with retailers like Erewhon, the brand has positioned itself as a leader in the healthy energy drink space. The company's success at Erewhon, where it became the fastest-growing energy drink in the first half of the year, can be attributed to its emphasis on in-person demos and pop-up events. Plant Press has also expanded into gyms like Anatomy in Miami and Better Health stores in Michigan and Ohio, with plans to target major retailers like Sprouts, Whole Foods, and Fresh Market in the future.
Harnessing the Power of Sampling and Social Media:
In addition to its retail partnerships, Plant Press has invested heavily in cost-effective marketing strategies like sampling and social media engagement. By executing sampling events at strategic locations like New York City's Westside Highway, the brand has been able to directly connect with its target demographics and drive sales both in-store and online. Plant Press also maintains an active presence on social media, with Instagram accounts for both the brand (@drinkplantpress) and its founder (@arianacfarahani), allowing for direct communication with consumers and fostering a sense of community around the product.
Conclusion:
Plant Press's success story is a testament to the power of innovation, adaptability, and customer-centricity in the beverage industry. By identifying a gap in the market for a healthier energy drink alternative and continuously refining its product based on consumer feedback, the company has positioned itself for long-term growth. As the demand for health-conscious beverage options continues to rise, Plant Press is poised to lead the charge in redefining the energy drink category, one refreshing sip at a time.
🎤 Voiceover Script
In this episode, we sit down with Ariana Farahani, founder and CEO of Plant Press, a fast-growing energy drink brand. Ariana shares her journey from neuroscience researcher to beverage entrepreneur, and reveals the key strategies behind Plant Press's rapid expansion.
You'll discover:
-How in-person demos and sampling drove initial growth.
-The importance of retailer partnerships for increasing reach.
-Lessons learned from iterating the product based on customer feedback.
-Tips for attracting investors and raising capital as a first-time founder.
If you're looking to break into the beverage industry or scale your CPG brand, you won't want to miss Ariana's insights on product development, distribution, and fundraising.
🔘 Best Practices Guide
Best Practices for Beverage Startups:
Validate your product through market testing and consumer feedback before seeking investment.
Focus on cost-effective marketing strategies like sampling and demos to drive initial sales.
Strategically invest in staffing, supply chain optimization, and industry experts to navigate market complexities.
Target health-conscious consumers by offering clean, functional ingredients and transparent labeling.
Secure partnerships with retailers aligned with your target demographic for increased visibility and credibility.
Gather both quantitative and qualitative data to inform product iterations and business decisions.
Adapt your product offerings and branding based on consumer preferences and market trends.
Establish proof of concept and market fit before pursuing funding from industry-relevant investors.
Prepare for challenges in scaling production and distribution, and remain agile in your approach.
Stay ahead of the curve by anticipating shifts in consumer demands and prioritizing innovation in product development.
🎆 Social Carousel: Do's/Don'ts
Here are 10 LinkedIn carousel slides based on the episode, focusing on what not to do and providing short, to-the-point explanations of what to do instead:
Cover slide:
"10 Beverage Industry Lessons from Ariana Farahani"
Slide 1:
Don't: Seek funding first
Do: Develop your product, gain user feedback, and validate the market before seeking capital.
Slide 2:
Don't: Rely on digital marketing
Do: Focus on cost-effective strategies like in-person demos and sampling to drive sales.
Slide 3:
Don't: Overlook distribution challenges
Do: Engage broadliner distributors for systematic and faster market penetration.
Slide 4:
Don't: Ignore sampling opportunities
Do: Execute sampling at strategic locations to engage target demographics and direct them to purchase points.
Slide 5:
Don't: Stick with underperforming products
Do: Iterate based on consumer feedback, removing still versions and focusing on popular sparkling options.
Slide 6:
Don't: Neglect data gathering
Do: Incorporate both quantitative and qualitative feedback to inform product development and branding.
Slide 7:
Don't: Limit yourself to traditional retail
Do: Explore partnerships with fitness centers and alternative retail channels aligned with your target audience.
Slide 8:
Don't: Wait for perfect industry experience
Do: Leverage your unique background and self-fund initial product trials and testing phases.
Slide 9:
Don't: Rely solely on friends and family funding
Do: Establish proof of market fit, then secure seed funding from industry-relevant individuals to build credibility.
Slide 10:
Don't: Resist product iterations
Do: Adapt your product based on consumer preferences, such as focusing on caffeine over CBD when necessary.
🎠 Social Carousel
10 Tips Every Beverage Entrepreneur Needs to Know
Product Validation
Test your product with real consumers before seeking investment to validate the concept.Strategic Sampling
Demos and sampling directly to your target market can be highly effective for driving sales.Distribution Partnerships
Choose distribution partners strategically based on efficiency and ability to quickly penetrate markets.Funding Priorities
Allocate seed funding to key areas like staffing, inventory, and marketing to drive growth.Retail Breakthroughs
Landing a major retail account can validate your product and boost sales and visibility.Qualitative Feedback
Gather direct customer feedback through in-person interactions to inform product development.Quantitative Tracking
Monitor key data points like order increases from major accounts to gauge product performance.Iterative Development
Be willing to iterate your product based on consumer preferences and market feedback.Flexible Branding
Adapt your branding and messaging as needed to align with evolving product offerings.Beverage Trends
Stay attuned to shifting consumer preferences towards health-conscious, functional beverage options.
Learn more tips from Ariana Farahani on the DTC Pod at DTCpod.com!
One Off Tweets
Tweet 1
Momentum starts with targeted sampling.
Connect with your core audience in the right locations.
Let them experience your product firsthand.
Watch how organic growth follows.
Tweet 2
Clean energy is the future of beverages.
Consumers demand healthier, more natural options.
Legacy brands must innovate or risk irrelevance.
The market is shifting under their feet.
Tweet 3
Funding fuels more than just production.
Strategic investment in marketing and hiring is key.
Use capital to build the team and buzz you need.
Set the foundation for your next stage of growth.
Tweet 4
Retailers are the gatekeepers to your customers.
Nurture those relationships strategically.
Understand which channels align with your brand.
Focus where you can win and expand.
Tweet 5
Your product must evolve with the market.
Actively seek quantitative and qualitative feedback.
Be willing to make hard choices and iterations.
Keep your finger on the pulse and adapt accordingly.
Tweet 6
Proof of concept is your most powerful tool.
Demonstrate real results before seeking investors.
Gain leverage through traction and revenue.
Make them believe in your market, not just your idea.
Tweet 7
Tackle distribution challenges head-on.
Experiment with different models and partners.
Optimize for speed and efficiency to shelves.
Control your own destiny in the market.
Tweet 8
Credibility is earned, not bought.
Surround yourself with industry advisors.
Leverage their expertise to level up faster.
Build a moat of knowledge, not just capital.
Tweet 9
Entrepreneurship requires flexibility.
Pivot from initial concepts based on real data.
Let go of ideas that don't align with demand.
Evolve to survive and thrive.
Tweet 10
Don't underestimate the power of branding.
Craft a strong identity that resonates.
Communicate your unique value clearly.
Stand out in a crowded marketplace.
Twitter Post 1
Here's a short fun fact from the episode, matching the tone and format of your example:
Plant Press started in bodegas, now it's the fastest growing energy drink at Erewhon.
In-person demos and sampling
Were key to driving initial retail sales and distribution.
Mindsets
If you're an entrepreneur looking to grow your CPG brand, here are some mindset shifts inspired by Ariana Farahani's journey with Plant Press:
💭 Prioritize product validation over seeking capital. Develop a minimum viable product, gather user feedback, and prove market fit before pursuing investor funding. This approach builds credibility and momentum for your business.
💭 Embrace strategic experimentation. Test various marketing strategies, such as in-person sampling, to identify the most effective ways to engage your target audience and drive sales. Be willing to adapt your approach based on data and insights gained from these experiments.
💭 Focus on consumer-centric innovation. Continuously gather both quantitative and qualitative feedback from your customers to inform product iterations and improvements. Staying attuned to evolving consumer preferences and needs will help you stay ahead of the curve in your industry.
By adopting these mindset shifts, you'll be better equipped to navigate the challenges of building a successful CPG brand and create products that resonate with your target market.
For more insights and inspiration from Ariana Farahani's entrepreneurial journey, check out the full episode of the DTC POD podcast on your favorite podcast platform or at DTCpod.com.
Tactics
🔍 Conduct your own market testing and sampling to gather direct customer feedback. Don't rely solely on secondary market research. Get out there and engage with your target audience to validate product-market fit and iterate based on their input.
🤝 Leverage strategic partnerships to accelerate growth and distribution. Identify key accounts or retailers that align with your brand and target demographic. Securing a marquee account can provide validation, credibility, and a platform for increased visibility and sales.
📈 Prioritize cost-effective, high-impact marketing strategies in the early stages. Instead of spreading your limited resources thin, double down on tactics that directly drive sales and brand awareness, such as in-person sampling, demos, and targeted retail partnerships.
🧠 Embrace a data-driven approach to product development and iteration. Combine quantitative metrics (e.g., sales data, order increases) with qualitative insights (e.g., customer feedback, market trends) to inform your decision-making process and adapt quickly to changing consumer preferences.
🌱 Build a strong foundation before seeking external funding. Focus on creating a minimum viable product, establishing proof of concept, and generating early traction. Having a validated product and market demand will make you more attractive to investors and give you leverage in funding negotiations.
In Depth Thread
Overrated: Expensive digital marketing campaigns.
Burning through your seed round budget on TikTok ads and influencer posts is not sustainable.
Underrated: In-person sampling and demos.
Plant Press used this exact strategy to become the fastest growing energy drink at Erewhon in the first half of the year:
Personal Connection
Getting your product directly into the hands (and mouths) of target customers is invaluable.
No amount of pretty Instagram photos can replace a face-to-face interaction and real-time feedback.
If your product doesn't impress in person, no clever marketing will save it.
Strategic Locations
Pick high-traffic spots where your ideal customer is likely to be.
For Plant Press that meant:
Erewhon
Lifetime Fitness
Anatomy in Miami
NYC's Westside Highway
Be where your people are, not just online.
Retail Relationships
Crushing it with in-store sampling opens doors.
Showcase sell-through velocity to secure precious shelf space.
Plant Press leveraged their Erewhon success to expand into 18 Better Health stores in the Midwest.
Nothing convinces a buyer like hard sales numbers.
Halo Effect
In-person success has a ripple effect.
Ariana saw a boost in DTC sales and Amazon orders in markets where they did heavy sampling.
Retail presence enhances visibility from other marketing - they work in synergy.
Test and Learn
Sampling is an opportunity to rapidly test messaging, flavors, packaging, and more.
Plant Press originally sampled both still and sparkling SKUs - the sparkling won out.
They also tried their product as a mixer, which had a lower ROI but expanded exposure.
Gather Intel
Demos are a data goldmine. Plant Press tracked both:
Quantitative: Order increases from Goldman Sachs after sampling
Qualitative: Direct customer taste and packaging feedback
Rapidly incorporate learnings to optimize your offering.
Focus on the Product
Plant Presses "clean caffeine" proposition hooked health-conscious consumers.
All the demos in the world won't work without a standout product.
Invest in getting your liquid (or whatever you're selling) absolutely right.
Proof of Concept
Successful sampling validates your product-market fit.
It gives you hard data to present to investors.
For Ariana, strong micro-market performance made fundraising much easier compared to the usual CPG pitch deck.
The Bottom Line:
If you have faith in your product, put it in people's hands.
Hustle to get it sampled anywhere and everywhere.
Iterate ruthlessly.
And always Be Closing (ABC) - the retail deal to take it to the next level.
New Idea
Idea #1: Unconventional Marketing Strategies
Ariana Farahani's Plant Press found success through unconventional marketing strategies that prioritized direct consumer engagement over traditional advertising:
In-Person Demos: Plant Press focused on in-person demos and sampling events rather than digital marketing, which proved highly effective in driving sales and brand awareness.
Strategic Sampling Locations: The company conducted sampling at strategic public spaces like New York City's Westside Highway to directly reach their target demographics and guide them to purchase points.
Retail Partnerships: Plant Press leveraged partnerships with retailers like Erewhon, where they became the fastest-growing energy drink, and Lifetime Fitness, which validated their product-market fit and boosted visibility.
Tweet thread on learnings
Tweet 1:
🎙️ Listened to an insightful episode of the DTC POD with guest @arianacfarahani, founder of @drinkplantpress
Key takeaways on building a successful beverage brand in a competitive market: 🧵👇
Tweet 2:
Sampling is King 👑
Forget digital marketing - Plant Press found success through in-person demos and pop-up events.
Engaging directly with target consumers and letting them experience the product drove sales and retail expansion.
Tweet 3:
Retail Partnerships Matter 🤝
Securing shelf space in notable retailers like Erewhon, Better Health, and fitness centers like Anatomy validated the product and boosted visibility.
Aligning with the right retail partners is crucial for emerging brands.
Tweet 4:
Adapt and Iterate 🔄
Plant Press started with a still version but quickly pivoted to sparkling based on consumer feedback.
Continuously gathering data, both quantitative and qualitative, allowed for product refinement and meeting market demands.
Tweet 5:
Strategize Your Funds 💰
With limited capital, Plant Press focused investments on sampling and staffing rather than traditional marketing.
Carefully allocating resources to high-impact areas accelerated growth and attracted further funding.
Tweet 6:
Innovate for Health 🌿
Consumers are seeking healthier alternatives to traditional energy drinks.
Plant Press capitalized on this trend by offering a clean, functional beverage with caffeine, vitamins, and electrolytes.
Staying ahead of evolving consumer preferences is essential.
Tweet 7:
Prove Your Concept First 💡
Before seeking significant investment, validate your product through market testing and user feedback.
Plant Press self-funded initial trials, built proof of concept, then secured seed funding to scale.
Demonstrating market fit attracts investors and builds credibility.
Tweet 8:
The beverage industry is ripe for disruption, and @drinkplantpress is leading the charge with a data-driven, consumer-centric approach.
Exciting to see how they continue to innovate and expand! 🚀
Stay tuned for more insights on the DTC POD 🎧
Subscribe at DTCpod.com
Future State, 6 reasons post
In 18-24 months, Plant Press will be a nationally recognized natural energy drink brand, available in major retailers and fitness centers across the country. Ariana Farahani's strategic focus on product development, distribution partnerships, and targeted marketing will propel the brand to new heights. But the journey from startup to national success requires navigating challenges and seizing opportunities. Here are 6 recommendations that can help Plant Press achieve its vision:
BACKGROUND:
Plant Press started as a passion project, born out of Ariana's desire for a healthier, better-tasting energy drink. Early iterations focused on CBD and still versions, but consumer feedback quickly shifted priorities to a sparkling, caffeinated version with clean ingredients.
Initial sales came from Manhattan bodegas and specialty stores, with a breakthrough partnership with Lifetime Fitness validating the product's appeal to health-conscious consumers. Ariana self-funded early stages, leveraging her science background for product development.
Old State:
Local NYC distribution
Limited retail partnerships
Focus on product development
Self-funded operations
Reliance on in-person sampling
New State:
National retail presence
Expanded distribution network
Established product line
Outside investment funding
Diversified marketing mix
While Plant Press has achieved impressive growth, scaling the business requires strategic investments, partnerships, and adaptability. Ariana's hands-on approach has been invaluable, but sustainable growth demands a broader perspective.
Here are my 6 recommendations:
Prioritize key account acquisitions: Pursue partnerships with major natural retailers like Whole Foods, Sprouts, and Fresh Market. Leverage success with Erewhon and Lifetime Fitness to demonstrate product-market fit.
Optimize supply chain: Invest in relationships with reliable, scalable suppliers and co-packers. Streamline operations to improve margins and accommodate growing demand.
Expand broker network: Engage additional brokers with strong retailer relationships to accelerate new market entry. Provide incentives for performance and set clear expectations.
Bolster marketing mix: Complement in-person sampling with targeted digital campaigns, influencer partnerships, and event sponsorships. Use first-party data to inform messaging and audience targeting.
Invest in innovation: Develop new flavors and product line extensions to keep consumers engaged. Monitor category trends and be willing to pivot based on market response.
Build out team and advisory board: Hire experienced professionals in sales, marketing, and operations to support growth. Engage industry veterans as advisors to provide strategic guidance and networking opportunities.
Plant Press has immense potential to disrupt the energy drink category by offering a healthier, millennial-friendly alternative. By focusing on key distribution channels, optimizing operations, and investing in brand building, Ariana can position the company for breakout success.
P.S.
As an emerging beverage brand, what strategies have you found most effective for driving growth?
What challenges have you faced in scaling production and distribution, and how have you overcome them?
About the Episode
Ariana Farahani is the founder and CEO of Plant Press, a fast-growing beverage brand that offers a healthier alternative to traditional energy drinks. With a background in neuroscience and experience researching CBD and THC, Ariana brings a unique perspective to the industry.
In this episode of DTC Pod, Ariana shares her journey of developing Plant Press from a homemade recipe to a nationally distributed product. She discusses the importance of gathering consumer feedback and iterating on the product based on data, which led to pivotal changes like focusing solely on caffeine and adjusting flavors.
Ariana also delves into the strategic decisions behind Plant Press's distribution strategy, from securing early retail partnerships with local bodegas and fitness centers to navigating the complexities of working with broadliner distributors. She emphasizes the impact of in-person sampling and demos in driving sales and brand awareness.
The conversation touches on the challenges of scaling production and the critical role of seed funding in facilitating growth. Ariana shares her plans for expanding Plant Press's reach through strategic partnerships with major retailers and continued product development, with an eye towards maintaining the brand's commitment to offering a healthier, better-tasting beverage option.
Episode Summary
Ariana Farahani is the founder and CEO of Plant Press, a fast-growing functional beverage brand offering a healthier alternative to traditional energy drinks. With a background in neuroscience and early experiments with CBD and caffeine, Ariana brings a unique perspective to the industry.
In this episode of DTC Pod, Ariana discusses the rapid growth of Plant Press, fueled by strategic retail partnerships, effective sampling strategies, and a focus on product development based on consumer feedback. She shares insights on navigating the challenges of scaling production, securing seed funding, and adapting to evolving market preferences in the functional beverage space.
Success Strategies
Here are 3 strategies for DTC success based on insights from Ariana Farahani:
Prioritize in-person engagement and sampling
In the early stages of your DTC brand, focus on getting your product directly into the hands of potential customers. As Ariana discovered, in-person demos and sampling events can be far more effective than digital marketing for driving initial sales and building brand awareness.
By allowing people to experience your product firsthand, you create opportunities for immediate feedback, foster personal connections, and generate word-of-mouth buzz. This approach is especially valuable for products in categories where taste, texture, or performance are key selling points, such as food and beverage or health and wellness.
Leverage retail partnerships to boost DTC growth
While building a strong DTC channel is crucial, strategic retail partnerships can amplify your brand's reach and credibility. As Plant Press expanded into retailers like Erewhon, Better Health, and Anatomy, they tapped into new customer bases and benefited from the "halo effect" of being associated with these respected retailers.
The increased visibility and validation from retail presence can drive more traffic and sales to your DTC channels, including your website and Amazon storefront. By carefully selecting retail partners that align with your brand values and target audience, you can create a virtuous cycle of growth between your retail and DTC channels.
Prioritize product development and distribution for scale
As your DTC brand gains traction, it's essential to focus on two key areas to enable sustainable growth: product development and distribution. Like Ariana, invest in expanding your product line with new flavors, formulations, or variations that meet evolving customer needs and preferences.
Simultaneously, work on optimizing your distribution network to efficiently get your products into the hands of more customers. This may involve partnering with larger retailers, working with experienced brokers, or streamlining your supply chain processes.
By consistently innovating on your product offerings and expanding your distribution capabilities, you can scale your DTC brand while maintaining the quality and customer experience that set you apart in the first place.
Castmagic LinkedIn Post
Healthy energy drinks are taking over the beverage industry, and one brand is leading the charge.
Ariana Farahani, founder & CEO of Plant Press, joins Blaine Bolus to share her journey of disrupting the energy drink market with a cleaner, wellness-focused alternative.
We dive into Plant Press's rapid growth, fueled by strategic sampling, key retail partnerships, and a data-driven approach to product development. Ariana also shares valuable insights on navigating the challenges of scaling a beverage brand and the evolving consumer landscape in the functional beverage space.
Listen to the full episode here: [link]
#energydrinks #beverageindustry #consumertrends #dtcpod #entrepreneurship
About the Episode
Ariana Farahani is the founder and CEO of Plant Press, an innovative beverage startup offering healthier alternatives to traditional energy drinks. With a background in neuroscience, Ariana initially focused her research on CBD and THC before shifting gears to create a functional beverage that provides a clean energy boost without the jitters.
In this episode of DTC Pod, Ariana discusses the journey of developing Plant Press, from initial home-made recipes to large-scale manufacturing. She shares insights on the importance of gathering both quantitative and qualitative consumer feedback to guide product iterations and branding decisions.
Ariana also dives into the company's distribution strategy, starting with local bodegas and expanding to notable Manhattan stores and national fitness center chains. She emphasizes the significance of securing key retail partnerships, like Lifetime Fitness, which validated the demand for Plant Press's products and propelled sales and visibility.
The conversation touches on Ariana's fundraising experience, from self-funding the initial product trials to securing seed funding through personal connections and industry experts. Ariana's unique background in science, rather than the typical CPG industry experience, provided her with a fresh perspective and the ability to innovate in the competitive beverage market.
💬 Keywords
Ariana Farahani, Plant Press, Energy drink, Retail growth, Erewhon, In-person demos, Pop-up events, Better Health stores, Gym partnerships, Natural food channels, Product development, Distribution expansion, New flavors, Major retailers, Direct-to-Consumer (DTC) sales, Amazon presence, Halo effect, Social media, Entrepreneurial insights, Seed funding, Strategic investments, Sampling strategy, Distribution challenges, Broadliner distributors, Consumer trends, Healthy beverage options, Clean energy drinks, Market evolution, Product iterations, Consumer feedback
Success Strategies
Here are 3 strategies for DTC success based on insights from Ariana Farahani, founder of Plant Press:
Validate your product through real-world testing
Before seeking significant investment, focus on developing a minimum viable product and testing it with your target audience. Ariana Farahani began by selling homemade beverage recipes to local stores and offices, gathering valuable feedback and sales data.
This real-world validation helps refine your product, demonstrate proof of concept, and build a compelling case for investors. It's a cost-effective way to iterate and ensure product-market fit before scaling up.
Invest in strategic sampling to drive awareness and sales
In the competitive beverage industry, getting your product directly into consumers' hands can be a game-changer. Plant Press allocated a significant portion of its seed funding to executing sampling events at retail locations, fitness centers, and high-traffic areas.
This targeted approach allowed the brand to engage its ideal customers, generate buzz, and guide them towards points of purchase. Experiential marketing can be a powerful tool for customer acquisition and driving retail sell-through.
Adapt your distribution strategy to optimize growth
As a DTC brand scales, it's crucial to continually reassess and adjust distribution partnerships. Initially, Plant Press explored local direct store delivery options but found them inefficient. The company pivoted to larger broadline distributors, enabling faster, more systematic expansion into key retail accounts.
Remain agile in your distribution approach, aligning partners with your stage of growth and retail objectives. Whether you're targeting regional chains or national grocers, select distribution channels that can effectively support your brand's development.
Success Strategies
Here are 3 strategies for DTC success based on insights from Ariana Farahani, founder of Plant Press:
Prioritize product development and market validation before seeking capital
Many first-time founders rush to secure funding without a fully refined product or proven market demand. Ariana Farahani took a different approach, focusing first on developing a minimum viable product and testing it with real consumers.
By selling early versions of Plant Press beverages to local retailers and office spaces, she gathered valuable feedback, iterated on the recipe, and collected sales data to demonstrate traction. This strategic groundwork enabled Farahani to approach investors with a more compelling, data-driven pitch and a clearer vision for growth.
Entrepreneurs should view this scrappy, hands-on stage as an opportunity to deeply understand their target customers, strengthen their value proposition, and establish a solid foundation before pursuing significant capital.
Allocate marketing resources to high-impact sampling initiatives
In the competitive beverage industry, it's not enough to simply get products on retail shelves. Brands must invest in marketing efforts that drive trial and awareness among target consumers. For Plant Press, this meant dedicating a substantial portion of its seed funding to strategic sampling programs.
By executing sampling events at retail locations, gyms, and high-traffic areas like the Westside Highway in New York City, the brand was able to get its beverages directly into the hands of health-conscious consumers. These initiatives generated buzz, encouraged trial, and directed customers to points of purchase, both in-store and online.
While digital marketing can be effective, don't underestimate the power of experiential marketing to forge meaningful connections with your audience and drive acquisition. Tactics like sampling, pop-up events, and partnerships can be cost-effective ways to build brand affinity and fuel retail sell-through.
Continually optimize your distribution strategy to support key retail partnerships
As a DTC brand expands into wholesale partnerships, finding the right distribution channels becomes increasingly critical. Plant Press initially explored local Direct Store Delivery (DSD) distributors but found their processes slow and inefficient. Recognizing the need for a more streamlined approach, Farahani pivoted to partnering with broadline distributors like KV and Unify.
These strategic moves aligned with the brand's focus on expanding into natural food retailers and high-end fitness centers. By carefully selecting distribution partners with strong networks and industry expertise, Plant Press was able to navigate the complexities of the beverage space and accelerate its retail growth.
Throughout your brand's evolution, remain agile in your distribution strategy. Regularly assess whether your current partners are effectively supporting your goals and target accounts. As you scale, you may need to transition to more sophisticated distributors or explore hybrid models to maintain a balance between DTC and wholesale channels. Prioritize distribution choices that enable you to efficiently serve key retailers and maintain strong margins.
Success Strategies
Here are 3 DTC Success Strategies based on Ariana Farahani's insights:
Prioritize in-person sampling and demos over digital marketing
As a beverage brand, Plant Press found that investing in pop-up events and in-store demos was far more effective for driving sales and growth compared to digital marketing efforts.
By focusing on getting the product directly into the hands of target consumers, the brand was able to quickly gain traction and become the fastest-growing energy drink at retailers like Erewhon. This strategy allowed potential customers to taste the difference of the clean caffeine formulation, something that can't be conveyed through online ads alone.
Prioritizing this grassroots, experiential marketing approach can be a game-changer for DTC brands, especially in the food and beverage space.
Leverage retail partnerships to boost DTC and Amazon sales
While Plant Press has focused heavily on expanding into natural food retailers like Sprouts and Whole Foods, Ariana recognizes the powerful "halo effect" that retail presence can have on a brand's direct-to-consumer channels.
Being on store shelves in trusted retailers lends credibility and visibility to the brand. Consumers who discover Plant Press while shopping at their local Erewhon or Lifetime Fitness are then more likely to seek out the product online for convenient reordering.
This strategy has led to a notable uptick in the brand's DTC and Amazon sales as its retail footprint has grown. Other DTC brands can leverage this synergistic relationship between retail and online sales to amplify overall revenue and reach.
Validate your concept before seeking outside investment
As a first-time founder coming from outside the beverage industry, Ariana knew she would face skepticism from investors. Rather than immediately pursuing funding with just an idea, she invested her own resources into developing the Plant Press product and testing it in the market.
By gathering real customer feedback, sales data, and proof of concept, Ariana was able to demonstrate the viability of her vision. This validation made her a more attractive and credible candidate when she did decide to raise a seed round.
The lesson here is not to underestimate the power of bootstrapping and self-funding in the early stages. DTC founders who can validate demand and show traction, even on a small scale, will have an easier time securing investment to fuel further growth.
Success Strategies
Here are 3 strategies for DTC success based on insights from Ariana Farahani, founder of Plant Press:
Embrace a scrappy, iterative approach to product development and market validation
In the early stages of building a DTC brand, it's essential to focus on creating a product that resonates with your target audience. However, many founders make the mistake of seeking substantial funding before fully validating their concept. Ariana Farahani took a more strategic approach, prioritizing hands-on product development and real-world testing before pursuing significant capital.
Farahani began by creating homemade beverage recipes and selling them to local bodegas, office spaces, and retailers in her community. This scrappy, boots-on-the-ground method allowed her to gather invaluable feedback from actual consumers, iterate on the product, and collect sales data to demonstrate early traction. By the time Plant Press approached investors for a seed round, the company had a more refined product, proven market demand, and a compelling growth story.
Aspiring DTC entrepreneurs should embrace this lean, iterative approach to product development. Take the time to immerse yourself in your target market, engage with potential customers, and continuously refine your offering based on their input. This groundwork not only strengthens your product-market fit but also provides a more solid foundation for pitching investors and scaling your brand.
Invest heavily in targeted sampling experiences to drive product trial and brand awareness
In the crowded beverage industry, simply securing retail placement is not enough to guarantee success. To stand out and drive sales, DTC brands must invest in marketing initiatives that generate trial, build brand affinity, and guide consumers to points of purchase. For Plant Press, strategic sampling programs became a critical component of its growth strategy.
Armed with seed funding, Farahani allocated significant resources to executing sampling events at high-traffic locations like retail stores, fitness centers, and even the Westside Highway in New York City. These experiences allowed the brand to get its products directly into the hands of health-conscious consumers, sparking word-of-mouth buzz and encouraging immediate purchase. By targeting locations frequented by its ideal customers, Plant Press was able to maximize the impact of its sampling efforts and drive retail sell-through.
While digital marketing tactics can be effective for DTC brands, don't overlook the power of experiential marketing to forge lasting connections with your audience. Sampling initiatives, pop-up events, and strategic partnerships can be cost-effective ways to introduce your product, build brand awareness, and acquire new customers. Focus on crafting memorable experiences that showcase your brand's unique value proposition and leave a lasting impression on potential buyers.
Remain agile in your distribution strategy to support key retail partnerships and growth objectives
As a DTC brand expands into retail partnerships, finding the right distribution channels is crucial for success. Plant Press initially explored local Direct Store Delivery (DSD) distributors but found their processes cumbersome and inefficient. Recognizing the need for a more agile approach, Farahani pivoted to partnering with broadline distributors like KV and Unify, which offered stronger networks and industry expertise.
These strategic distribution partnerships aligned with Plant Press's focus on expanding into natural food retailers and high-end fitness centers. By carefully selecting distributors with the right capabilities and relationships, the brand was able to navigate the complexities of the beverage industry, streamline its supply chain, and accelerate its retail growth.
As your DTC brand scales, it's essential to continually assess and optimize your distribution strategy. Regularly evaluate whether your current partners are effectively supporting your growth objectives and target accounts. As you enter new markets or channels, you may need to adapt your approach, whether that means transitioning to more sophisticated distributors, exploring hybrid distribution models, or even building out your own direct fulfillment capabilities.
The key is to remain flexible and proactive in your distribution choices, always seeking out the most efficient and effective ways to serve your retail partners and maintain healthy margins. By staying attuned to the evolving needs of your business and the shifting landscape of your industry, you can build a distribution network that supports sustained, profitable growth.
Castmagic LinkedIn Post
Are you tired of the typical energy drink options full of artificial ingredients and sugar crashes? 🥱
Ariana Farahani, founder and CEO of Plant Press, joins Blaine Bolus to discuss how her brand is revolutionizing the beverage aisle with clean, plant-based energy. 🌿⚡
In this episode, we explore Plant Press's impressive retail growth, particularly their success as the fastest-growing energy drink at Erewhon. Ariana shares her strategic focus on in-person demos and pop-up events over digital marketing. 🎉
We also dive into the brand's expansion plans, targeting major retailers like Sprouts, Whole Foods, and Fresh Market, and the exciting new flavor launches on the horizon. 🍋🥭
Listen to the full episode here: [link]
hashtag#cleancaffeine hashtag#plantbasedenergy hashtag#dtcbeverage hashtag#emergingbrands hashtag#dtcpod
LinkedIN - Start from Scratch
Here's a post following the given context and matching the tone, style and format of the example:
If I had to rapidly scale a plant-based energy drink brand, here's the go-to-market strategy I'd use:
(This is the exact playbook Ariana Farahani used to make Plant Press the fastest growing energy drink at Erewhon)
To turn samplers into loyal customers (and customers into advocates), you need a distribution strategy that:
• Gets people to discover your product
• Builds trust in your brand
• Converts them into repeat buyers
So...
How do you secure distribution that creates awareness, loyalty and growth?
By using the Retail Launch Framework.
A successful retail launch has 3 key elements:
• Strategic sampling (DEMOS)
• Targeted retail partnerships (ACCOUNTS)
• Efficient supply chain (DISTRIBUTION)
DEMOS drive initial product exposure.
They allow direct engagement with target customers.
ACCOUNTS provide validation and reach.
Aligning with the right retailers accelerates growth.
DISTRIBUTION enables rapid expansion.
Streamlining operations is critical to sustain momentum.
The key is to sequence these elements correctly:
• Heavy DEMOS pre and post launch
• Highly selective initial ACCOUNTS
• DISTRIBUTION that can scale with demand
Most beverage startups go wrong by neglecting demos.
They rely solely on expensive marketing and fail to build an authentic fan base.
The solution?
Invest in sampling first to establish product-market fit (DEMOS).
Then layer on retail and distribution to amplify your brand (ACCOUNTS & DISTRIBUTION).
So how can you implement a retail launch for your beverage brand?
Step 1: Identify your target customer
Who is your product uniquely positioned for?
Where do they shop and socialize?
Focus your sampling efforts there
Step 2: Secure strategic retail partnerships
Aim for taste-maker accounts first (ex: Erewhon)
Leverage that validation for larger retailers
Support sell-through with ongoing demos
Step 3: Strengthen your supply chain
Evaluate regional vs national distribution
Forecast demand to optimize production
Automate operations to handle growth
The biggest takeaway?
Distribution, like anything else, is about relationships.
Just start connecting authentically with your customers and retail partners.
Anything you'd do differently?
Would love to hear it.
--
Check out the full convo with Ariana here:
[link to episode]
And follow along as we highlight the stories of pioneering DTC founders!
Post
Sampling products? That's how you win over customers.
Plant Press founder Ariana Farahani knows that getting drinks in people's hands is key to driving sales and brand growth.
Too many beverage brands focus solely on digital marketing and overlook the power of in-person experiences.
But here's the thing: if people don't taste your product, how will they know if they like it enough to buy it?
I first heard this from Ariana on the DTC POD—she said demos and pop-ups were crucial to Plant Press becoming the fastest growing energy drink at Erewhon. And she's absolutely right.
You need to go where your customers are.
I know a brand that exploded in popularity by doing guerrilla sampling on the streets of NYC. They didn't have a big budget, but they had hustle. They targeted high traffic areas frequented by their ideal customers and got their product in as many hands as possible.
Find places your audience already shops, works out, or hangs out and introduce them to your brand - "Hey! We're Plant Press, a new natural energy drink. Want to try a can and let me know what you think?"
No pushy sales pitch. No gimmicks. Just a friendly interaction and a free taste.
At the end of the day, sampling isn't a one-and-done activity—it's an ongoing strategy. It's about showing up consistently, engaging personally, and letting your product quality speak for itself.
So before you pour all your money into Instagram ads, ask yourself: Where can I get my product directly in front of my target customers? and How can I encourage them to try it risk-free?
When you focus on authentic sampling experiences, sales and loyalty will follow.
And trust me, that's how you win over customers.
IG Reel Vids
Ariana Farahani, a neuroscientist turned beverage entrepreneur, started Plant Press to revolutionize the energy drink market with a healthier alternative. Blaine Bolus, the host of DTC Pod, dives into Ariana's journey from home-made recipes to securing national distribution. Despite initial challenges, Plant Press gained traction through strategic sampling and partnerships with high-profile retailers like Erewhon and Lifetime Fitness. Ariana's focus on clean caffeine and consumer feedback fueled product iterations and rapid growth. With a successful seed round and a data-driven approach, Plant Press is poised to disrupt the beverage industry by catering to health-conscious consumers seeking a cleaner energy boost.
IG Video
Here's a 30-60 second short form video script in the style and format of the example provided:
Hook: This energy drink brand is worth over a million dollars and it's shaking up the beverage industry.
Story: The company is called Plant Press and it was started by Ariana Farahani, a neuroscientist turned entrepreneur. Her goal was to create a healthier alternative to traditional energy drinks using clean, plant-based ingredients. In the early days, Ariana began testing her homemade recipes in the Manhattan market. The feedback was clear: customers loved the caffeine boost without the jitters and crash.
This sparked an idea. Ariana decided to reposition the brand, targeting health-conscious consumers seeking a cleaner energy drink. This strategic shift transformed her business overnight. Plant Press introduced new flavors and revamped the packaging, emphasizing their "clean caffeine" from natural sources.
Suddenly, Plant Press began outselling other energy drink brands in health food stores and gyms. In some markets, they even secured distribution with major retailers like Erewhon and Lifetime Fitness. Plant Press is a testament to the power of listening to your customers and adapting to the growing demand for healthier, functional beverages.
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