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The Brand Blueprint - From Concept to Consumer: Developing Cannabis Beverages with Phil Irvine
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In this episode of The Brand Blueprint, Dana Ammons sits down with Phil Irvine to explore the development, marketing, and distribution of cannabis-infused beverages, MXXN and Bare. Phil, a key figure in these innovative brands, dives into the unique challenges of the industry, including how to balance growth and profitability while navigating a highly regulated market. The discussion also touches on strategic approaches to e-commerce, with insights on using platforms like Shopify and Klaviyo, and how the Farm Bill has opened new opportunities for retail and direct-to-consumer sales.
Phil shares his expertise on maintaining product flexibility, educating consumers about cannabis-infused beverages, and leveraging data to optimize customer lifetime value against acquisition costs. The episode also highlights the importance of brand evolution, strategic planning, and the benefits of staying adaptable in an ever-changing market.
Timestamps:
00:00 Introduction and Setup
00:38 Welcome to The Brand Blueprint
01:31 Founders and Brand Origins
04:23 Challenges in the Cannabis Market
05:09 Regulatory Changes and Strategies
11:12 Balancing DTC and Wholesale Strategies
15:18 E-commerce P&L Insights
22:17 Customer Acquisition and Lifetime Value
24:48 Tools for E-commerce Success
27:19 Marketing and Positioning in Evolving Markets
32:08 Educational Content and Consumer Engagement
36:24 Final Thoughts and Advice for Founders
43:11 Conclusion
🎧 Listen to the full episode and gain invaluable insights from Phil Irvine on e-commerce, brand development, and the cannabis-infused beverage market. Don't forget to check out MXXN and Bare for your Dry January journey!
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