Charleston Mix

Having broken the $1M revenue threshold with footholds in a couple markets in the Southeast, Charleston Mix’s lead investor selected us to partner with the co-founder of this premium award-winning bloody mary mix brand to develop a multi-year strategic plan and drive the growth of the business.

Situation

At the time, in its first few years of operations Charleston Mix had been well received in its hometown and had expanded to other neighboring markets, but sales on a per-store basis were underwhelming despite exceptionally tasty product and strong packaging design. Ownership felt the business needed a partner with industry experience to bring a fresh perspective and proven approach to the operating team.

Opportunity

There was a lot to love about the progress the brand had made up to this point, but by our estimations the package wasn’t working hard enough on-shelf and the team needed a more comprehensive plan with realistic sales goals and clear marketing priorities to take the business to the next level. 

Key Results

  • Developed a multi-year growth plan and bottom-up brand pro forma based on historical sales data;
  • Formulated new marketing strategy and allocated detailed budget required to execute it;
  • Refined primary display panel of packaging with more succinct messaging hierarchy and designed neck-hanger to highlight key points of differentiation;
  • Developed and launched second flavor (Fresh & Veggie) to become more meaningful to trade partners, satisfy consumer demand and establish bigger brand block on-shelf;
  • Supported the drafting and implementation of demo team policies and procedures to ensure optimal execution and tracking of store samplings.

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