How De Soi Built a Brand in a Category No One Believed In

Shopify Masters · with Scout Brisson · January 13, 2026 · 48 min

Summary

De Soi successfully built a brand in the non-alcoholic beverage market by strategically focusing on sampling as their primary marketing channel. This episode reveals how they convert skeptics into loyal subscribers by meticulously measuring the ROI of their sampling efforts and understanding customer lifetime value. Ecommerce operators will learn actionable strategies for carving out a niche in nascent markets and effectively allocating marketing spend for maximum impact.

Key takeaways

• Implement a robust product sampling program, even if it becomes your largest marketing expense, by focusing on converting skeptics into loyal subscribers.
• Develop a clear ROI framework for unconventional marketing channels, tracking specific metrics to justify spend and optimize for customer lifetime value.
• Leverage a subscription model in conjunction with sampling to nurture initial trials into recurring revenue and build strong customer loyalty.
• Strategically differentiate your brand in unproven markets by understanding and addressing consumer skepticism head-on through product experience and educational messaging.

Themes

Topics covered

Episode description

Scout Brisson reveals how De Soi converts skeptics into subscribers through sampling, why it’s their largest marketing expense, and her ROI framework.

Related episodes

• Why a Retail-First Approach Worked for this Booze-Free Brand — Shopify Masters
• How Curious Elixirs Reached Eight Figures in a Market That Didn’t Exist — Shopify Masters
• The Playbook for Companies in Emerging Categories — Shopify Masters
• A Brewery’s Unexpected Move into Non-Alcoholic Seltzers — Shopify Masters
• Craft Whiskeys, Home Delivered — Ecommerce Conversations
• How Guru Became North America’s Leading Organic Energy Drink Brand — Shopify Masters

Frequently asked about this episode

What does this episode say about brand building?

Implement a robust product sampling program, even if it becomes your largest marketing expense, by focusing on converting skeptics into loyal subscribers.

What does this episode say about customer acquisition?

Develop a clear ROI framework for unconventional marketing channels, tracking specific metrics to justify spend and optimize for customer lifetime value.

What does this episode say about e-commerce growth?

Leverage a subscription model in conjunction with sampling to nurture initial trials into recurring revenue and build strong customer loyalty.

What does this episode say about marketing strategy?

Strategically differentiate your brand in unproven markets by understanding and addressing consumer skepticism head-on through product experience and educational messaging.

Listen

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