Apart from the flavors - including Asian pear, yuzu, lychee and mandarin - one of Nectar’s selling points is that it doesn’t have the artificial aftertaste found in other hard seltzers. “It could be God’s tears and if it doesn’t sell, then that does nothing.”įounded in 2020, after the company saw the demand for hard seltzers, Nectar sought to bring Asian flavors to the category. “The product has to move off the shelf,” said Jeremy Kim, co-founder and CEO of Nectar. This level of competition in the industry is what led Nectar in particular to ramp up its community-building efforts. The alcoholic beverage category is a tough industry to crack with, beverage giants like Constellation Brands’ Corona and Topo Chico even launching their own take on hard seltzers. Other brands have resorted to using digital vouchers to give people an easy way to sample their products in store for free or at a discount. Asian sauce brand Omsom, for example created an Instagram series when it launched in Whole Foods nationally, explaining to its followers how big of a deal it was to get into Whole Foods, and how they needed customers’ help to stay on shelves. As more brands that were previously direct-to-consumer are expanding into wholesale, they are trying to rally their most loyal followers to stay on the shelves of Kroger or Target, and prove that fans are clamoring for their products. While Nectar’s community-building approach is unique, other direct-to-consumer startups are grappling with similar issues right now.
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