S12 E5: Creative Chemistry and Building a Beverage Brand (with Aaron Nosbisch of BRÉZ)
Limited Supply
· with Aaron Nosbisch
· May 7, 2025
· 39 min
Summary
BRÉZ founder Aaron Nosbisch discusses the complexities of marketing a non-alcoholic, THC-infused beverage. The episode highlights strategies for brand positioning, navigating advertising restrictions on platforms like TikTok and Meta, and the importance of value-based pricing to reflect a premium brand experience rather than competing on cost. This is a must-listen for DTC brand builders in novel or regulated industries.
Key takeaways
Leverage creative language and potentially ad-tech partnerships (e.g., AppLovin) to navigate restrictive advertising policies on major platforms like TikTok and Meta for novel or regulated products.
Position premium products, especially in emerging categories, with value-based pricing that reflects the quality and experience, rather than engaging in a race to the bottom on price.
Define a clear unique selling proposition (USP) and focus on consumer education to differentiate novel products in crowded or unfamiliar markets.
Prioritize brand experience over mere product features to cultivate a loyal customer base and justify premium pricing in emerging categories.
Understand and address the specific problems your novel product solves for consumers, such as offering sophisticated non-alcoholic alternatives with a unique "lift."
How do you market a non-alcoholic, elderflower, THC beverage?
If it sounds like a lot, it’s because it kind of is: Nik’s got Aaron from BRÉZ on this week’s episode to talk about creativity, positioning, and advertising in a broad space like the beverage industry. You might have a creative product, but how do you get it to stand out when people may not be familiar with THC products? Aaron explains how the brand tackles this and what problem they’re aiming to solve in the space.
And, how do you advertise a THC drink on platforms like TikTok and Meta when there’s restrictions on cannabis products? The answer might lie with AppLovin, or even using creative language to get around certain words.
Plus, Aaron mentions not playing the price game—how you price products has an effect on branding. Why should THC beverages think about avoiding “cheap” pricing? BRÉZ is about having a good experience, and the price should reflect that.
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Frequently asked about this episode
What does this episode say about brand & content?
Leverage creative language and potentially ad-tech partnerships (e.g., AppLovin) to navigate restrictive advertising policies on major platforms like TikTok and Meta for novel or regulated products.
What does this episode say about paid acquisition?
Position premium products, especially in emerging categories, with value-based pricing that reflects the quality and experience, rather than engaging in a race to the bottom on price.
What does this episode say about dtc strategy?
Define a clear unique selling proposition (USP) and focus on consumer education to differentiate novel products in crowded or unfamiliar markets.
What does this episode say about brand & content?
Prioritize brand experience over mere product features to cultivate a loyal customer base and justify premium pricing in emerging categories.
What does this episode say about brand & content?
Understand and address the specific problems your novel product solves for consumers, such as offering sophisticated non-alcoholic alternatives with a unique "lift."
