Today we are learning from Dee Charlemagne who is the co-founder of AVEC Drinks.
Made with real fruit juice, low or no sugar, and natural botanicals, Avec’s drinks are the better-tasting — and better for you — mixers you deserve.
Now before we get into it - there are so many pieces of gold in this episode, we chat through the money stuff, selling through 100,000 units in the first year in business and landing the NY Times on launch day. Grab a pen and paper, you’ll need it.
AVEC Drinks is all about better-tasting mixers made with real fruit juice, low or no sugar, and natural botanicals. Think of it as the healthier, tastier option for your favorite cocktails and mocktails. And if you’re wondering how Dee and her team sold an astonishing 100,000 units in their first year, grab a pen and paper because you’re in for a treat!
A Strong Start: The First Order
Dee shared that their very first order was a whopping 45,000 cans! That’s right—talk about starting strong. To kick things off, Dee and her co-founders did a friends and family round of funding. This part can feel super personal; you’re not just asking for money but also trying to bring people along on your journey. Dee emphasizes the importance of not overvaluing the business too much during this stage. It’s all about finding that sweet spot where both you and your investors feel comfortable.
“We made sure it got us through the first nine months. The bare minimum to get there, and we had to be super scrappy to make it happen,” she said.
The Launch Plan: Creativity Meets Strategy
Dee’s launch plan was ambitious. They aimed to be everywhere, much like Red Bull, with their mixers showing up at festivals and events. But then, well, Covid-19 hit, and plans shifted. Instead of scrapping the whole idea, they pivoted.
“We needed a really cool website. Most of our launch dollars went into creating an engaging online experience that felt different,” Dee explained. They focused on branding and product quality, ensuring everything aligned with the vision of AVEC.
Interestingly, they didn’t dive into paid advertising until six or seven months post-launch. Instead, they leveraged earned media through PR. Dee had close friends in food and beverage PR, which proved invaluable for getting the word out about AVEC. “We knew we had to tell a story,” she noted. They crafted a narrative around the diverse team behind the brand and the values they stood for.
Building a Community: Activations and Partnerships
To create excitement and engagement, they came up with creative activation ideas, like a 6-feet-apart bar when it was safe to do so. The drinks business is all about bringing people together, after all! “It was fun to get in front of real people and do real things,” Dee shared.
Even without paid advertising initially, Dee and her team explored partnerships that aligned with their brand. They focused on understanding their core audience and which occasions made sense for their mixers, which made it easier to scale.
“Everyone is trying to help everyone out,” she said, highlighting the supportive community they found in the food and beverage industry.
The Takeaway
Denetrias Charlemagne’s journey with AVEC Drinks is a shining example of how a combination of smart strategies, strong community ties, and a clear brand message can lead to remarkable success. Selling 100,000 units in the first year isn’t just about luck; it’s about determination, adaptability, and a whole lot of heart.
If you’re looking to create your own success story, remember to be scrappy, tell your story, and build those connections. Here’s to your entrepreneurial journey!
