If you text the phone number on a can of the coffee drink Taika, chances are that a human will respond. This is by design.

The company, which boasts a caffeinated canned drink that contains so-called adaptogens, launched in 2020 -- right when the pandemic hit. And it’s used a text-based branding strategy to help it connect with customers.

Co-founder and CEO Michael Sharon joined the Modern Retail Podcast this week and spoke about how the company has been able to grow over the last year.

Sharon’s background is in tech, hailing from companies like Facebook. His co-founder Kal Freese was a barista champion. Together, they are trying to build a coffee beverage that wasn’t tailored for snobs. “Most of the ways coffee is marketed, is focused on the origin -- like, where does this thing come from? Is it from Honduras? Is it from Guatemala?” said Sharon. “These are just marketing labels and definitions,” he said, adding that most people can’t tell the difference between coffees based on their country of origin.

The thesis behind Taika, he explained, is “to focus on a destination.” That is, “how does the coffee make you feel, how’s it gonna make you feel after you drink it after you consume it?”

The company also aims to have approachable marketing. That includes having a phone number prominently displayed on the can that people can text at anytime with product questions. While some companies, like Iris Nova, use text as a means for ordering. Sharon said that the SMS strategy was more about fostering a connection with Taika’s customers. Texting, he explained, “is a brand experience touchpoint for us more than anything.”

In 2019, Taika began beta testing its selection. Then, the company focused predominately on selling to local businesses like co-working spaces and using those customers to get direct feedback. But when the pandemic hit, the coffee brand had to pivot. It launched both its DTC business, as well as started selling in retail stores around the country.

After a rough month or so when the coronavirus first hit, Taika is now seeing the business take flight. According to Sharon, Taika has been growing around 30% month-over-month. He is forging new retail partnerships, but is also focused on growing the DTC channel, which currently represents 40% of its business.

It’s a difficult but important channel to grow. “It’s really hard to scale beverage to DTC,” he said.