Retail Remix
· with Nick Bodkins
· April 15, 2024
· 43 min
Summary
Boisson, a non-alcoholic beverage retailer, despite facing recent bankruptcy and store closures, offers crucial lessons for ecommerce brands. This episode unpacks Boisson
Key takeaways
Boisson's original vision (
The evolving NA market is driven by 'mindful drinking' consumers, not just 'sober' ones. This broader appeal, amplified by social media trends in health and wellness, creates significant growth opportunities for brands that cater to a more nuanced relationship with alcohol.
Early-stage CPG brands, especially in beverage, often start with a DTC-heavy approach, but a maturing market necessitates a stronger retail and wholesale strategy for sustainable growth and wider distribution. Leveraging both online and offline channels effectively is crucial.
Brick-and-mortar stores, even when facing restructuring, can be powerful tools for brand building, education, and customer discovery, especially when combined with a robust e-commerce and wholesale strategy. The key is intentionality in creating immersive, community-focused experiences.
In a competitive landscape, partnerships with on-premise accounts (bars, restaurants) and wholesalers are vital for brand visibility, driving off-premise sales, and curating a diverse product portfolio. This integrated approach, often a challenge for emerging brands, can differentiate market leaders.
Boisson was created to make it easier for consumers to discover and learn about non-alcoholic beverage brands. The company helped jumpstart the market, which is projected to have a 25% compound annual growth rate through 2028. Founder Nick Bodkins had a vision where Boisson was “the Sephora of NA,” bringing together the power of an immersive ecommerce experience, neighborhood-style stores with passionate employees, and a wholesale strategy that drove growth for new brands. Although Boisson recently announced it would be undergoing a restructuring and immediately shuttering its stores, Bodkins’ vision, and the innovation within the Boisson business, showed what is truly possible for the NA market. Listen to this episode of Retail Remix to: Hear Nick’s perspective on the evolving NA market;Learn how Boisson is thinking long-term about wholesale distribution and growth;Get insights on how the VC market could influence the current state, and future, of NA; and Understand why Boisson’s approach to brick-and-mortar was so innovative—and what your brand can learn from it. RELATED LINKSConnect with Nick on LinkedIn See what’s next for BoissonDig deeper into the Boisson storyDo you want to hear more from Nick Bodkins on founding and scaling an omnichannel business? He will share more candid perspectives (and lessons) during the Retail Innovation Conference & Expo, taking place June 4-6, 2024, at McCormick Place in Chicago. He will join other senior executives
Frequently asked about this episode
What does this episode say about retail & omnichannel?
Boisson's original vision (
What does this episode say about dtc strategy?
The evolving NA market is driven by 'mindful drinking' consumers, not just 'sober' ones. This broader appeal, amplified by social media trends in health and wellness, creates significant growth opportunities for brands that cater to a more nuanced relationship with alcohol.
What does this episode say about brand & content?
Early-stage CPG brands, especially in beverage, often start with a DTC-heavy approach, but a maturing market necessitates a stronger retail and wholesale strategy for sustainable growth and wider distribution. Leveraging both online and offline channels effectively is crucial.
What does this episode say about supply chain & operations?
Brick-and-mortar stores, even when facing restructuring, can be powerful tools for brand building, education, and customer discovery, especially when combined with a robust e-commerce and wholesale strategy. The key is intentionality in creating immersive, community-focused experiences.
What does this episode say about retail & omnichannel?
In a competitive landscape, partnerships with on-premise accounts (bars, restaurants) and wholesalers are vital for brand visibility, driving off-premise sales, and curating a diverse product portfolio. This integrated approach, often a challenge for emerging brands, can differentiate market leaders.
