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Ep 551: Tesla to THC: How WYNK Engineered Explosive Growth in a Regulated Environment
12 ideas de marketing sacadas de «Ep 551: Tesla to THC: How WYNK Engineered Explosive Growth in a Regulated Environment», de DTC Podcast. Sobre todo de…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 44 min
- Publicada en 2025
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Muestras gratuitas atados a captura de email en eventos hyperlocales
Canales de adquisiciónWYNK asiste a farmers markets y eventos hyperlocales donde el consumidor ya confía en los organizadores. Dan muestras, pero primero piden escanear un QR para optar a la lista de email. Esto permite remarketing continuo con incentivos de recompra.
>> We do a lot of hyperlocal events. Um so we really want to show up, you know, very very close to our markets, very be a farmers market that somebody goes to every week. There's so much stigma around THC that it's really important environment that people trust and know like, you know, if this product's here, often do is um free samples in exchange for emails. And so we're we're always way more valuable to us if if for example, we can say, you know, here's a you can try Wink. If you like it, we'll give you a can. But first, you have to scan this QR code and and opt into our ability to…
Escúchalo en el minuto 31:06
Rebates in-store con QR code: convierte el digital ads en venta física y captura email
Canales de adquisiciónWYNK pone un QR code en el anaquel de la tienda. El cliente escanea, manda su recibo y recibe un rebate de $5-10 vía Venmo o PayPal. No requiere participación del retailer ni del distribuidor. El rebate exige email, con lo que construyes lista mientras incentivas la conversión offline.
retail conversion technologies. Like what we do a lot of today is instore rebates. So if you go, you know, to a store, there's a little QR code hanging can get a, you know,5 or $10 off your order. Uh, and it comes direct from us. So you go buy the product at normal an instant uh rebate. And so now we can drive, you know, where the conversion store. We can digitally advertise >> We use a company called Bridge B R rebate, you have to give us your email. Um and so it helps build an email list
Escúchalo en el minuto 29:20
Canales de adquisiciónWYNK usó ecommerce en 5 estados sin retail para hacer que consumidores probaran el producto y construyeran una lista de emails enorme. Cuando abrieron retail, drovearon esos clientes DTC a las tiendas. El ecommerce fue un instrumento de construcción de demanda, no el canal final.
year we were only in about five states with retail. We spent a lot of money on Wink? category. We started in in 2020. We launched uh in early 2021. in the market. Get them to try the product, understand the brand, hopefully could be demographic info. So, it gave huge customer list that we could 15 new markets, new states. And so, we're able to do and we launch now is take our customer data that was buying
Escúchalo en el minuto 0:23
No publicites cannabis en Meta/Google sin usar la age gate como landing page
Canales de adquisiciónLas plataformas crawlean tu sitio cuando alguien hace clic en el anuncio. Si el sitio menciona THC, te bloquean la cuenta. El truco es que la landing page sea la age gate popup (sin info de THC), en un dominio separado: cuando el usuario confirma su edad, se redirige al site real. Cumple la norma y protege la cuenta.
that you know they don't want you advertising drugs and they consider THC even if it's derived from hemp which is advertising platforms crawl your site. you often see is if you click an ad, you go to a a landing page, maybe it's a uh brands selling THC online, we have a 21. And so I said is, well, no matter any information about THC. So why don't we just make the landing page the age gate? And so when you click an ad from on a totally different site. Um, and so Met and Google can't see our website. What they see is just this agegate
Escúchalo en el minuto 23:12
400K cases/año; de 70% ecommerce a 50/50 wholesale/ecommerce
Oferta y precioWYNK proyecta vender ~400K cases de 24 unidades en 2024, frente a un negocio que el año anterior era 70% ecommerce. La transición a wholesale (ahora 50%+) confirma que la distribución por canales de alcohol es el modelo dominante para bebidas THC.
>> Um, we'll do around 400,000 24 pack cases this year across DTC and retail. This year it'll be slightly slightly over 50% of our sales will be you know from retailers. Um the remainder will be e-commerce. Last year about 70% of our business was e-commerce. Um, so we're seeing the wholesale side of business grow, you know, pretty dramatically. And that's eventually because people 99% of the beverages they purchase are in liquor stores generally, right? Yeah. And our
Escúchalo en el minuto 27:02
Contenido generado por usuarios reales en redes, sin IA, para construir autenticidad de marca
Estrategia de contenidosWYNK publica solo contenido de personas reales dando su opinión genuina sobre el producto —sin vídeos IA. Esto refuerza la autenticidad y conecta especialmente en TikTok e Instagram, donde la comunidad es parte central de la propuesta de valor social de la marca.
on LinkedIn. I don't have any other follow the brand, we have a very active uh Tik Tok and Instagram. Um it's a really cool brand personality. Uh that original content, >> original ideas, no AI generated videos. Um it's real people >> giving their real opinion on on Wink. Um so, our handle's drink wink and Wink's
Escúchalo en el minuto 43:46
Margen bruto mayor en THC que en alcohol por menor costo de ingredientes
Oferta y precioLas bebidas THC son más baratas de producir que las alcohólicas porque tienen menos ingredientes. Aunque los impuestos aún no están regulados igual, desde el punto de vista de materia prima el margen bruto es superior.
>> Higher. >> Higher for THC because there's way there's fewer ingredients. >> Yeah, margins higher. Now, what you bit. But from a raw ingredient standpoint, we've built a big co-acking business. So, we produce alcoholic the equivalent if we were to convert it to, you know, switch it over to be an alcohol based product, it'd be more expensive even if you remove tax. So side by side, it's a cheaper product to make and therefore the margins
Escúchalo en el minuto 34:50
Light-Balanced-Social: el marco de posicionamiento para bebidas de THC
Marca y posicionamientoWYNK basa su marca en tres pilares: Light (baja dosis, sin mal rato), Balanced (CBD que modera el THC), Social (conexión real sin resaca). Este marco aborda directamente el miedo del consumidor novato al efecto impredecible del cannabis.
premise of the brand and something that idea of light balance and social. So a lot of our messaging is targeting those three things. One, this is light. It's your tolerance. Balanced and that you social. So a lot of our marketing, a lot of our events are all about like friends. And THC beverages uh allow you because there's no hangover. You at
Escúchalo en el minuto 21:02
Marca y posicionamientoWYNK sostiene que hacer brand spend massivo antes de tener distribución es ineficaz: gastas en generar demanda donde no pueden comprar. Aconseja guardar dry powder para cuando la regulación (estatal o federal) se abra, y mientras tanto invertir en eventos hyperlocales que construyan confianza零售商.
much distribution we can get. >> Yeah. >> And so, >> makes sense. the right time to really spend on brand marketing? Um because there's this is a challenge you have with beverage brand. equally important that you be able to expand distribution to make it so people can buy the product. And we're there's a inefficient marketing spend. Um so we're save some dry powder for when um regulations either on a state basis or federal basis unlock and make it so that you know if you do the right marketing, we're really again just focused on a lot different places that people trust to just build that…
Escúchalo en el minuto 41:49
Non-cannabis consumer como cliente objetivo: el on-ramp al cannabis desde el alcohol
Investigación de mercado y clienteWYNK no compite con otras marcas de cannabis sino con el alcohol. Su buyer es alguien que ya consume alcohol y busca una alternativa sin resaca. Esto les permite acceder a un público masivo y hacer que el cannabis sea incrementaly no reemplace una categoría existente.
that these very lowd do uh THC drinks were an extremely compelling alternative to to alcohol and they could really be a a very false premise to our business from the start and that false premise was dispensaries were largely selling high potency THC products for the cannabis consumer. Our premise was let's bring a lowd dose product and we can bring you know these dispensaries a whole new set of consumers um that are alcohol consumers interested in cannabis and give them you know an on-ramp into the cannabis category. marketing was it >> so total wine scene it's not eating away at it's…
Escúchalo en el minuto 4:01
5% del market share de alcohol en EE.UU. = mercado de $13.5B para bebidas THC
Medición y experimentosAngus calcula que si las bebidas THC capturan solo 5% de las ventas de alcohol en EE.UU., eso equivale a $13.5B. Distribuidores de alcohol ya ven 20-25% de sus ventas provenir de THC, y 30%+ de compradores de THC en Total Wine son nuevos en la tienda (no cannibilizan: son incrementales).
my head is if THC beverages can capture just 5% uh of alcohol sales in the US, that's a$1 13.5 billion market. years, some of them are seeing 20% of their total sales go to THC. Um and it's not all cannibalizing some, you know, it's incremental in in some cases. Then there's, you know, retailers that are claiming 25% plus of store revenue shifting to THC. So you're sort of because like to give an example the CEO of Total Wine um was talking about their sales and he said that there's a little coming to Total Wine to buy THC beverage are new to store >> so total wine scene it's not eating away…
Escúchalo en el minuto 33:33
Las restricciones regulatorias como ventaja competitiva si las resuelves primero
Estrategia y decisiones de negocioWYNK convirtió la restricción del licensing state-by-state en monopolio temporal: si su tecnología funcionaba, no había competencia porque ningún otro podía usar su sistema. Cuando la regulación cambió (hemp-derived THC), tenían 3 años de aprendizaje y una marca lista.
beverages in each state that you sold. So you couldn't ship across state lines. all unique. It was millions of dollars years before you could get up and running. And it really makes sense, a monopoly in a variety of states. there just was no way for there to be competition unless they ran on our system. That was what really excited us like, yeah, if we can just make this technology work and show up in that market, we'll be the only drink there. were deriving the THC in the drink from Minnesota created, you know, state rules that said you can sell products with THC derived from hemp outside of…
Escúchalo en el minuto 2:24
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