Challenge

A rapidly emerging better-for-you beverage brand had generated early excitement among young, urban consumers seeking healthier alternatives to traditional sweet drinks. Distribution in premium retailers introduced the product to a wider audience, and social buzz signaled strong appeal among shoppers craving a convenient, guilt-free option. Early traction demonstrated clear product-market fit and emotional resonance, hinting at the brand’s potential within a category undergoing rapid change.

As the brand expanded, it reached an inflection point. Awareness remained limited, in-store discovery was inconsistent, and growth leaned heavily on distribution gains rather than repeat purchase or velocity. To accelerate momentum and build a scalable presence in an increasingly competitive marketplace, leadership needed an insight-led strategy that aligned marketing, distribution, and retail activation—one capable of converting curiosity into sustained trial and loyalty without compromising the authenticity that made the brand distinct.

Solution

Bueno & Co. led a strategic engagement rooted in analysis of retail performance, consumer behavior, and market dynamics. Our work identified key audience segments, including younger urban consumers seeking convenient, healthier alternatives to traditional sweet drinks, and highlighted white-space opportunities among shoppers less familiar with better-for-you beverages.

We mapped consumer needs across awareness, in-store discovery, and trial, uncovering gaps in visibility, shelf prominence, and in-store engagement that limited conversion despite strong initial interest. The analysis also revealed moments where the brand could strengthen connection with early adopters, turning curiosity into repeat purchase and advocacy.

From these insights, we developed a strategic framework linking brand positioning, target audiences, and retail touchpoints. This included a set of high-level initiatives to increase awareness, deepen engagement, and drive trial, providing a clear roadmap for scaling distribution, optimizing in-store presence, and amplifying the brand’s unique value proposition. The framework was designed to support long-term growth while preserving the authenticity and excitement that initially attracted the brand’s core audience.

Results

The brand is now equipped with a clear, adaptable strategy to increase visibility, enhance engagement, and drive trial across retail channels. Teams have a shared understanding of target customers, barriers to discovery, and the strategic levers that will drive growth. With this foundation, the brand is positioned to scale efficiently, expand its footprint, and become a preferred choice in the better-for-you beverage category—without losing the authenticity and excitement that initially resonated with its core audience.