Marketing a New Category | Brianda Gonzalez of The New Bar Marketing Happy Hour

This week, Erica and Cassie chat with Brianda Gonzalez, Founder of The New Bar - a nonalcoholic bottle shop and online discovery platform inspired by and built around her journey to find and understand 1:1 alcohol alternatives. In this episode, Brianda shares a peek into building and marketing the brand, how they became the first official alcohol free retail partner at Coachella, why community building is the driving factor in their growth journey, and more!

Here's a peek at what we cover in this episode:

[00:03:07] - Brianda gives us a brief overview of her background in tech and field, experiential, and partnership marketing, and how she made the pivot into CPG (consumer packaged goods). She also lets us in on the process of building The New Bar and the mission behind the brand.

[00:06:49] - Brianda shares her favorite moments in events while building The New Bar and explains why community building is integral in their growth strategy. She explains how reaching new potential consumers and giving them tools beyond The New Bar, like a new network of likeminded individuals, is truly what indicates a successful event or series of events for their team. Brianda then shares the inside scoop on partnering with Coachella to bring The New Bar to life at such a large scale festival.

[00:23:25] - Brianda dives into the process of building The New Bar's website - uncovering why customer journey mapping and building a drink discovery engine were essential to their strategy. She also shares tips around making your brand feel accessible and approachable online through unique blog and social content.

Grab a drink and listen in to this week's Marketing Happy Hour conversation!

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Other episodes you'll enjoy if you enjoyed Brianda's episode:

⁠Brand Identity and Partnerships 101 | Neal Cohen of Tip Top Proper Cocktails⁠

⁠Brand Marketing + Positioning 101 | Deven Machette of Betty Buzz⁠

Leaning In to Your Brand's Community | Kennedy Crichlow + Mary Ralph Lawson Bradley of Daily Drills

Experiential/Event Marketing 101 (+ a Conversation on Thoughtful Leadership) | Amy Gaston (prev. Magnolia)

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Check out The New Bar: thenewbar.com | Instagram | TikTok

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