![]() “Never in our time in history has there been technology where you can post to zero followers and go mega-viral overnight, and that turns into real community beyond that.” While in this role, he spotted the viral power of the fast-growing social media platform Tiktok. Storytelling, brand building, and marketing were critical skills he gained from this profession. Kim was previously an artist manager in the music industry. At the end of the video, Kim included a phone number asking viewers to text if they wanted to try the drink. It was a last-ditch attempt to prove that customers would be interested in their brand. Kim posted a video on TikTok chronicling the ups and downs of their journey so far. ![]() The trio took the drink to 200 distributors in Los Angeles and was rejected by all of them. The road to launching a new alcoholic beverage proved challenging. “You’re suddenly seeing Asians pop up in all corners of culture right, whether it’s music, movies, sports, fashion, food.” Netflix’s Squid Game, K-pop band BTS, and Oscar-winning Parasite are notable successes. Speaking on the Secrets to Scaling Your eCommerce Brand podcast, Kim notes that we’ve seen a growing thirst for East Asian culture in the last decade. Kim wanted to use flavors inspired by his Asian heritage mandarin, lychee, yuzu, and Asian pear. So, the pair, and Art Director Brando, set about creating their own hard seltzer brand. By 2024, it’s expected the beverage will make up more than 15% of the US beer and cider market. “Hard seltzer is killing craft beer,” Dalsey warned, and he was right. When Jeremy Kim received a phone call from his future co-founder, John Dalsey, he couldn’t have predicted the journey they would go on. A unique marketing strategy involving our favorite new social media app and SMS texting would be the secret to their success. While the stars were aligning, Nectar Hard Seltzer was a new company attempting to take on established brands such as White Claw and Truly. When TikTok soared in popularity in 2020, the hard seltzer drinks market saw sales double to $4.1 billion.
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