Summary
Ian Cross, founder of Peak Cocktails, shared the company’s origin story, detailing how their interest in mixology during COVID-19 led to the creation of non-alcoholic mocktails infused with adaptogens and nootropics, specifically targeting active individuals and athletes. Ian Cross discussed their marketing strategy, emphasizing Meta as their primary channel for early success and demographic targeting, while Alysse Asaro noted the shift towards authentic user-generated content and the need for emotional connection in social media. Ian Cross also outlined Peak Cocktails’ future marketing evolution as they prepare for retail expansion in January, which will involve new advertising challenges like in-person point-of-purchase displays.
Details
Peak Cocktails Origin Story Ian Cross, founder of Peak Cocktails, shared that the company’s story began during COVID-19 when their personal interest in mixology led to a realization that their drinking hobby conflicted with their health and fitness goals. This inspired them to create non-alcoholic mocktails infused with adaptogens and nootropics, aiming to provide a relaxing effect while aiding post-workout recovery. After leaving their corporate job, Ian developed this concept further, collaborating with an elite marathon runner and mixologist to craft the recipes. The name “Peak Cocktails” reflects the brand’s mission to help people achieve their peak potential by offering a healthier alternative that aligns with their fitness goals.
Marketing Strategy and Differentiation Ian Cross detailed Peak Cocktails’ marketing strategy, emphasizing the brand’s differentiation within the non-alcoholic beverage market. They explained that since food and beverage products are difficult to patent, Peak Cocktails focuses on building a “brand moat” by specifically targeting active individuals and athletes with non-alcoholic drinks, effectively positioning themselves as “the mocktail for athletes”. Alysse Asaro noted that many brands in the industry are simply “jumping on a bandwagon,” but Peak Cocktails demonstrates clear intention.
Effective Marketing Channels and Content Evolution Ian Cross discussed their most effective marketing channels, identifying Meta (Facebook/Instagram) as the primary driver of early success and still their largest channel by dollar spent. They highlighted Meta’s utility for precise demographic targeting, which allowed them to test marketing at a small scale before significant production. While Google is used for bottom-of-funnel targeting, it has not achieved the same scale as Meta. Alysse Asaro pointed out that Meta’s changes, particularly in reporting and the increased importance of content, have shifted marketing approaches. Ian confirmed that they now prioritize high-volume, authentic user-generated content (UGC), with plans to create founder-led UGC to resonate more deeply with their audience.
Storytelling and Brand Values Ian Cross explained that Peak Cocktails’ storytelling approach has remained consistent, anchored by core brand values developed with their CMO, who has a Coca-Cola background. Alysse Asaro noted that current social media trends require content to evoke emotion within three seconds and that people prefer to relate to content rather than being directly sold to. Ian agreed, emphasizing that authenticity and emotion are crucial in advertising. Peak Cocktails strives to be a “science-backed brand,” providing detailed scientific information on their website to assure customers that their products are formulated with thoroughly researched ingredients, even as they balance this scientific rigor with an approachable brand image.
Future Marketing Evolution and Retail Expansion Ian Cross shared that Peak Cocktails is preparing for a significant marketing evolution as they move into retail partnerships, aiming to launch in stores in January. They explained that January is their biggest month due to “Dry January” and New Year’s resolutions, making it a critical period for increased marketing spend. This retail expansion will introduce new advertising challenges, including the creation of in-person point-of-purchase displays to serve as “billboards” for their products, which differs significantly from digital advertising. Alysse Asaro expressed appreciation for Ian’s insights, noting their value for entrepreneurs navigating distribution, retail, and content strategies.