In this episode, we meet Kevin Wong, co-founder of Lunar, the first Asian-American craft hard seltzer. Kevin is a hands-on founder and demo machine, doing 100s of events in the last couple of years, including trade shows, food and beverage fairs, and in-store demonstrations. 

In this interview, we cover how Lunar had a highly unusual launch direct-to-consumer online during the pandemic. And the brand cut its teeth going door-to-door in New York City. 

Also covered in the episode:

• Bringing minority representation to an industry that is 93% white
• Creating an end-to-end brand experience across restaurants, retail, and at-home
• The unique challenges of building an alcohol brand
• Thinking about your business as a backable asset

Key takeaways:

• If you can make it in New York City as a brand, you can make it anywhere
• The best way to improve your marketing is by talking to customers
• It’s important to show the human element of your brand. 
• You need to repeat where your customers can buy over and over on social media
• You make money in retail, but you build a brand in restaurants

Where to find Kevin Wong:

Linkedin: https://www.linkedin.com/in/kevinhwong/

Twitter: https://twitter.com/wovenking

Instagram: https://www.instagram.com/drinklunar/

Where to find Kait Stephens:

Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it