The Modern Retail Podcast

Digiday
The Modern Retail Podcast

The Modern Retail Podcast is a podcast about the retail space, from legacy companies to the buzzy world of DTC startups. Every Thursday, Cale Weissman, editor of Modern Retail, interviews executives about their growth and marketing strategies. And every Saturday Gabi Barkho, senior reporter, sits down with the Modern Retail staff to chat about the latest headlines in the retail world.

  1. How coffee liqueur Mr. Black rode the espresso martini wave

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    How coffee liqueur Mr. Black rode the espresso martini wave

    The espresso martini has been having a moment for the last few years. According to NIQ CGA’s cocktail tracker, in 2023, orders for espresso martinis doubled in velocity and dethroned the Long Island Iced Tea as the sixth most popular cocktail. Riding this wave is the coffee liqueur Mr. Black, which, since its U.S. launch in 2017, has driven one-third of the total retail sales growth in the coffee liqueur category. Mr. Black launched in Australia but has become an international phenomenon; it was acquired by Diageo in 2022. According to the brand's co-founder and now-creative director, Tom Baker, though the espresso martini wasn't popular when it launched, he had a feeling a well-crafted coffee-based liqueur would be a global hit. "I just had this sense that every bar in the world would one day want to buy this product from us," he said on the Modern Retail Podcast. "And that was all the strategy that went into it." There were a few elements that led to Mr. Black's growth. For one, it became a key ingredient in a popular cocktail. Additionally, Baker knew that the brand's success was predicated on key placements in New York City. "It was sort of the hub of cocktail culture," he said. "All roads kind of lead there, especially in liquor." So, Baker and a friend went door to door to get some of the best bars and liquor stores to sell the product. From there, the company made sure to keep the right celebrities and influencers abreast with its growth. One thing led to another, and Mr. Black was able to reach the big time. "All of a sudden, without you knowing, it's [Stephen] Colbert and [Hugh] Jackman drinking a Mr. Black Espresso Martini," he said. "So it definitely is equal parts an extraordinary amount of hard work and an extraordinary amount of luck."

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  2. How KiwiCo is leaning on retail expansion to grow holiday sales

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    How KiwiCo is leaning on retail expansion to grow holiday sales

    KiwiCo has built a profitable subscription business, but it sees retail expansion as key for this year's holiday sales. "We're really excited about our retail efforts," KiwiCo founder and CEO Sandra Oh Lin said on this week's Modern Retail Podcast. Lin launched the children's education product company in 2011. KiwiCo sells themed packages -- what it calls crates -- to kids every month based on certain subjects. There are science crates, geography crates, art crates and more. It recently launched a revamped version of its subscription service, called Clubs, that is now more on interests. Over the years, the company has expanded its product lines to encompass more ages and topics. In 2014, it expanded beyond preschool-aged crates into three additional age bands. "You can really draw a line to our first month of profitability from that particular set of initiatives that we launched," Lin said. Now, KiwiCo offers products for kids age between the ages of 0 and 16, has sold over 50 million products and is profitable. Lin spoke about why subscription was right for her type of product. "I think the key thing for us is that we have been very thoughtful about what makes sense for those customers," she said. "And the subscription model happens to have worked really well." Now, the company is focused on expanding beyond that. Earlier this year it launched in both Target and Barnes & Noble. "I think there's a lot of different opportunities that are coming up thanks to the partnership with these with these retailers," Lin said. Specifically, she sees these retailers helping grow holiday sales. "it's been really great because we've seen a real willingness from these retailers to work with us and to partner with us during the holidays," she said.

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  3. How Jake Paul's personal care brand W is leveraging its influencer founder

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    How Jake Paul's personal care brand W is leveraging its influencer founder

    "Even the most vanilla celebrity will do something stupid from time to time," admitted Woodie Hillyard. But Hillyard isn't working with the most vanilla celebrity -- he's working with Jake Paul. Paul is an online star with over 20 million subscribers on YouTube alone, known for wild publicity stunts. Most recently, Paul has taken up boxing, with an upcoming scheduled match with Mike Tyson later this month. But Paul, like many other creators, is trying to build consumer-facing brands as well. Hillyard is the CEO of W, Paul's personal care brand, which currently offers products like body wash, deodorant and shampoo. It launched earlier this year with distribution in Walmart. Hillyard knows a thing or two about growing brands alongside influencers. He's the former chief revenue officer of Safely, Kris Jenner's home cleaning startup. He joined this week's Modern Retail Podcast and spoke about the launch strategy of W and how it plans to grow in the coming year. In Hilliard's estimation, it's much harder to launch a new brand now than ever before. That's why he's so bullish on creator-led businesses. "During the heyday of DTC, when Warby Parker and Harry's and Casper were scaling, you could acquire customers for a pretty reasonable clip and drive a lot of traffic to your website," he said. "That arbitrage has gone away now. That new arbitrage, in my mind, is creator, because creators have this massive embedded audience of people who want to associate with them." According to Hillyard, W's launch has been a smashing success. Now, it has plans to go into more stores beyond Walmart. For now, that's probably online platforms like Amazon and GoPuff, but more physical stores are likely on the horizon as well. But, for now, the brand is dependent on the figurehead behind it. Hillyard said W plans to expand beyond Paul's shadow. But for now, he believes that Paul -- despite his headline-worthy shenanigans -- is the right person to launch a brand like W. "There's always a risk there," he said. "But I think the thing about Jake is he's one of the smartest business minds I've ever worked with."

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The Modern Retail Podcast is a podcast about the retail space, from legacy companies to the buzzy world of DTC startups. Every Thursday, Cale Weissman, editor of Modern Retail, interviews executives about their growth and marketing strategies. And every Saturday Gabi Barkho, senior reporter, sits down with the Modern Retail staff to chat about the latest headlines in the retail world.

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