From Concept to Launch
Bringing a Bold New Beverage to Market
Challenge
Clubtails wanted to fuel fresh growth with Clubtails Crushers, a bold line with half the alcohol content of the core brand, designed to attract lighter-drinking consumers and bring new shoppers into the portfolio. Crushers needed to win attention in a crowded category without pulling sales from existing products.
We approached the launch as if it were an emerging brand, building a focused, resource-efficient go-to-market plan that prioritized only the highest-impact activities—product concept, packaging, targeted retail sell-in, e-commerce activation, and marketing that could punch above its weight. The goal was to show that a disciplined GTM process can drive awareness, trial, and velocity whether you’re starting from scratch or scaling an established brand.
Strategy & Execution
Product Development – Identified trending flavor profiles and validated them through sensory testing to ensure broad appeal.
Packaging & Branding – Created a bold can design with strong flavor cues to grab attention quickly at point of purchase.
Retail Sell-In – Focused on high-potential retail partners, securing 15,000+ pre-launch placements through a tailored pitch and data-driven positioning.
E-Commerce Partnerships – Partnered with key alcohol marketplaces and online retailers to make the product discoverable and easy to purchase from day one.
Targeted Marketing – Concentrated spend on high-ROI channels like paid social, geo-targeted ads near retail partners, and search to drive immediate trial.
Influencer Activation – Partnered with lifestyle and mixology creators who could authentically integrate the product into their content and spark conversation.
We applied a targeted GTM framework built to maximize impact without wasted spend:
Results
- 15,000+ pre-launch retail placements, creating instant market presence.
- Strong early velocity, outperforming competitive beverage innovation launches.
- Expanded reach through e-commerce partnerships, adding incremental sales channels from day one.
- Attracted a new consumer segment with lighter-alcohol positioning while maintaining loyalty among core consumers.
- Delivered a repeatable GTM blueprint proven with market leaders and adaptable for startups with leaner budgets.
