DTC Pod Roundup: Beverage Wars, Energy Drinks Comeback, and More!

A quick note:

Hey DTC Pod! We're back with another roundup to keep you plugged into the world of DTC.

This week we go deep on the latest beverage wars analysis. Plus we breakdown DTC news like Shein's seller strategy, Kendall Jenner's return to advertising, and Zoa’s Energy NIL campaign.

Read on for insights to help fuel your DTC journey. As always, we welcome your feedback - just hit reply! Or reach out on Twitter.

- Blaine, Ramon, & the DTC POD crew ✌️

This Week's DTC Pod Guest

#285 - This Week in Bev Wars: Ty Haney launches her bev brand, Prime recalls, Liquid Death to IPO and more.

On this episode of DTC pod, Blaine & Ramon break the latest news and analysis in the consumer & commerce space, with some in depth breakdowns.

📰 DTC & eCommerce News

Despite Retail Slowdown, Brands Continue to Bet on Physical Stores - While headlines trumpet a global retail slowdown, some brands like Minnow see opportunity in brick-and-mortar. But is betting on physical stores smart in turbulent times? Perhaps consumers still crave an in-person shopping experience. Though if consumption stalls, will foot traffic follow? The retail resilience of companies like Abercrombie & Fitch will be tested. Still, Minnow's founder sees a future where digital and physical retail thrive together. Read the full story here.

Cherry on Top of This Week’s DTC Pod: Zoa Energy's NIL Campaign - Dwayne "The Rock" Johnson's energy drink company, Zoa Energy, is leveraging college athletes' name, image, and likeness (NIL) for their new marketing campaign. The "Rock's Warriors" program features 7 athletes creating social content, supporting partnerships, and assisting philanthropic efforts. This NIL effort follows Zoa's recent campaign and rebrand to "Fuel Something Bigger," reflecting a push beyond the gym to wider sports appeal. Featured athletes include Angel Reese (LSU) and Marvin Harrison Jr. (Ohio State University), among others. Zoa Energy, in partnership with Molson Coors, is the fastest energy drink to reach $100M in sales. Read more here.

Shein's Seller Strategy - Fast fashion retailer Shein is actively recruiting Amazon sellers for its new marketplace, launched this May. As part of its localization strategy, Shein is adding local and international sellers, often with a physical presence in the U.S., including Amazon FBA. However, the marketplace remains invite only, requiring sellers to have $2M annual sales on Amazon to join. Though Shein faces headwinds establishing itself among sellers, the company sees potential growth, projecting a global GMV of $80B in 2025. Shein's evolution from a retailer to a retailer marketplace hybrid illustrates the company's broader shift to appeal to a larger consumer base. Read more here.

Jenner x L'Oréal Paris - Kendall Jenner is back in advertising, this time as the new brand ambassador for L'Oréal Paris. This decision seems to mark a triumphant return, despite previous controversy surrounding Jenner's 2017 Pepsi ad. The initial social video features Jenner brushing off a host of labels before declaring the iconic L'Oréal Paris tagline, "I'm worth it." Clearly, the brand believes in the staying power of Jenner's influence this time around. It's a move that reflects L'Oréal Paris' dedication to promoting self-worth, resilience, and personal strength. Read the full article here.

Tweet of The Week

stevemichaelsen.eth (@SteveMichaelsen) brings a dose of real talk: building a successful beverage brand takes grit. While launching a drink company is trendy, remember that true entrepreneurs do the unglamorous work needed for growth. Persist through the long, hot days!

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