Tom Glover, Brand Manager at STRYKK, bats about the challenges and solutions for growing a brand in the NoLo (No and Low alcohol) category.
STRYKK is one of the early successes in the space. A strikingly simple yet impactful brand set up to make switching to non-alcoholic options easy for consumers and on-trade bars alike.
We spoke about why ritual is so important for alcohol brands, how brand design choices can actually lead to making sell-in easier and why being a brand in a new category requires a totally new strategy that actually embraces competition.
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