🏪 How C4 Is Strategizing A 7-Eleven Win

“You win with 7-Eleven. Period.” 

There’s no equivocation in the words of Nutrabolt Sales & Marketing EVP Louisa Lawless, and the makers of C4 have put some marketing spend behind that conviction (as seen above). 

We are helping customers expand consumption occasions for café beverages that align with need states through new products that help improve mood, relaxation, energy, focus, and more. This is the kind of layered functionality consumers have started to expect from their beverage experiences. Learn more

There were many ways entertainment venues tried to keep the lights on during the pandemic – for one Hamptons bar, creating a ready-to-drink (RTD) cocktail seemed like it could be a solution. But legally, it was more complicated than that. 

⛔ ABC laws aim to prohibit manufacturers and wholesalers from having undue influence over retailers, which means they don’t allow an entity in one tier to have an interest in another entity in a different tier. 

📃 So, New York-based Stephen Talkhouse (referred to as the Talkhouse), a neighborhood music bar that has featured artists like Paul McCartney as well as local talent, lobbied to change that for themselves.

🍸 RTD brand Talkhouse Encore is now expanding beyond the radius of its namesake, leveraging the nostalgia and family business-vibes of the music venue into a canned cocktail. 

💬 We chatted with the founder about how she legally separates the venue and RTD business while fostering the bar’s legacy with a future-oriented brand. 

BevNET Insiders can read the full story.

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