With this insight, we started thinking about how we could upgrade the traditional hard seltzer – and that was through tea. Meanwhile, hard teas at the time were malt-based and packed with excessive amounts of sugar and calories. They all tasted similar and lacked real flavor, ingredients, and personality. KC: When Loverboy launched in 2019 with its flagship hard tea product, there were only a handful of hard seltzer options available in the marketplace. Our brand’s ethos is all about enjoying life’s best moments and having fun (something we were already doing on “Summer House”), which is prevalent throughout all our products, merch, and branding you see online and in-stores today.įB: Tell us about your flagship product and what makes it stand out in the market? Loverboy was inspired by my interest in nutrition and a desire to create a better-for-you drink that tastes great. Ultimately, what did resonate with Bravo’s audience was the products we were drinking. The irony was that eating and drinking well was the last thing on our minds in the Summer House so it became counterintuitive to try and integrate it into the show. When the opportunity to be on Bravo’s “Summer House” came about in 2017, I was working on a nutrition coaching app that I thought would align well with Bravo’s audience. There were some startups I worked on that never saw the light of day. You have to be ready to take a loss and move on, and stay driven and motivated through that. In between, I got my MBA at Babson, which was an amazing opportunity to build some business acumen in the classroom.Īs an entrepreneur, you have to trust your gut and acknowledge that sometimes you’re going to be wrong. I then worked in a variety of industries (healthcare, insurance, and real estate), primarily on the startup side. In college, I ran a contracting business painting houses. My first entrepreneurial endeavor was selling cutlery when I was 18. Kyle Cooke: I’ve always been very entrepreneurial. New York City-based Three Cheers, a wholly owned subsidiary of 360PR+, is supporting Loverboy's new look and feel, the rollout of new formats and flavors like Half & Half (half tea, half lemonade), Mango Pear, Pineapple Hibiscus and Black Cherry Vanilla hard sparkling teas, supporting partnerships with other like-minded brands and developing campaigns that will reach and excite new and old fans alike.We caught up with Loverboy’s founder Kyle Cooke to learn more about how he’s capitalized on an organic marketing strategy, where he sees the omnichannel lifestyle brand in the next 3-5 years, and more.įorceBrands: How did your entrepreneurial journey start? What inspired you to launch Loverboy? It couldn't be a better time to partner with Three Cheers." Loverboy's retail footprint is growing, our flavor innovation is moving at light speed, and we are rolling out an evolved, more confident brand look. They move thoughtfully but fast – very fast – and they stay ahead of us," said Cooke, Loverboy's CEO. They understand the industry, our category, our consumer and the media they follow from A to Z. "Plain and simple, Three Cheers gets Loverboy. Kroger, Albertsons, Safeway, Whole Foods, Meijer, GoPuff and Total Wine are among Loverboy retailers. It marked the first time Loverboy spritzes and cocktails became available at traditional retail, after finding fast success exclusively online. Co-founded in 2018 by Kyle Cooke and Amanda Batula of "Summer House" and " Winter House" fame on Bravo, the brand last month announced its full line's nationwide availability at Total Wine & More. Loverboy is among the alcohol industry's fastest growing, most innovative brands, with an ever-widening line of ready-to drink sparkling hard teas, spritzes and cocktails, all made with premium ingredients, all gluten free and under 100 calories.
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