October 24, 2024

How Kyle Cooke Built Loverboy

48 minutes

In this episode of Chew on This, Nick Califano, COO of Loverboy, talks about the journey of building Loverboy with Kyle Cooke of Summer House, from financing to scaling. He shares insights on the challenges of the alcohol industry, the importance of branding, and the power of community.

🍻 Nick's background in finance gave him a strong foundation in business. He co-founded Yonkers Brewing Co. with a friend, bringing a sense of community back to his hometown.

🚀 The Rise of Loverboy: Seeing a shift in consumer preferences towards better-for-you beverages, Nick partnered with Kyle to create Loverboy, a low-sugar, low-calorie alcoholic beverage. Leveraging his platform from Summerhouse, Kyle was able to build a loyal following and quickly gain traction.

🤝 The Importance of Partnerships: Nick emphasizes the importance of finding the right distributors and building strong relationships. He explains how partnering with distributors can be a make-or-break decision in the alcohol industry.

📈 Marketing Strategies: Nick discusses Loverboy’s early reliance on organic marketing through the Summerhouse platform. As the brand grew, they expanded their marketing efforts to include micro-influencers, social media advertising, and a strong direct-to-consumer channel.

✨ The Power of Authenticity: Nick stresses the importance of staying true to yourself and your brand. He believes that authenticity resonates with consumers and creates a strong connection.

0:00 - Intro

1:10 - Nick's background in finance and his transition to the beverage industry

3:10 - The inspiration behind Loverboy and its launch in 2018

5:57 - The importance of having a platform for brand visibility

8:40 - The impact of COVID on brand awareness and sales

12:13 - The unique approach of going consumer-first in the beverage industry

15:05 - The challenges of distributor partnerships and brand ownership

19:03 - The rise of the sober curious movement and its influence on the market

20:35 - Loverboy's focus on nutritional transparency and healthier options

21:45 - The appeal of flavor-forward, low-calorie beverages

21:53 - The clean ingredients in Loverboy's products

22:51 - The decision to create non-alcoholic options to cater to a broader audience

26:04 - Appealing to female consumers who are often overlooked in the beverage aisle

28:16 - Loverboy introduces innovative products like canned espresso martinis

30:11 - The brand engages heavily with consumers, using direct-to-consumer strategies to gauge preferences

32:02 - New flavor drops to test market interest

34:12 - The challenges of scaling while maintaining a lean operation

37:01 - Securing funding and proving profitability to investors

39:10 - The industry's evolution from bottles to cans and the implications for the future

44:53 - Final chew