Growing Our Non-Alc Brand to 8M Sales
A Shopify Masters interview, hosted by Serena Smith, with Scout Brisson, CEO of the non-alcoholic aperitif brand De Soi (spelled Dwis in the captions), co-founded with Katy Perry and master distiller Morgan McLachlan. According to the description she became CEO at 26 and led the brand to over 8 million products sold and 8,000 plus retail doors. She covers flavour development, a liquid-to-lips sampling approach, getting on shelf in new non-alcoholic sets, raising the first-purchase subscriber rate from 15 to over 40 percent, using celebrity partnership, and stepping into the CEO role with coaching and personas. Sponsor: Shopify, which presents the show and links a free trial in the description. PARTIAL COVERAGE: this note is based on the opening, the flavour discussion, a middle section on CEO growth, the closing and the description, and does not cover every part of the roughly 49 minute conversation. Names and spellings follow the video description. All business claims and figures are the speakers' own and are not independently checked.
Executive Summary (TL;DR)
A Shopify Masters interview, hosted by Serena Smith, with Scout Brisson, CEO of the non-alcoholic aperitif brand De Soi (spelled Dwis in the captions), co-founded with Katy Perry and master distiller Morgan McLachlan. According to the description she became CEO at 26 and led the brand to over 8 million products sold and 8,000 plus retail doors. She covers flavour development, a liquid-to-lips sampling approach, getting on shelf in new non-alcoholic sets, raising the first-purchase subscriber rate from 15 to over 40 percent, using celebrity partnership, and stepping into the CEO role with coaching and personas. Sponsor: Shopify, which presents the show and links a free trial in the description. PARTIAL COVERAGE: this note is based on the opening, the flavour discussion, a middle section on CEO growth, the closing and the description, and does not cover every part of the roughly 49 minute conversation. Names and spellings follow the video description. All business claims and figures are the speakers' own and are not independently checked.