After a year in-market in Greater Atlanta, overall Kill Cliff sales were stagnant due to insufficient distributor support, limited marketing dollars and insufficient funding. The business was stuck in first gear. After an introduction to the Founder & CEO, Kill Cliff hired Craft Catalyst to provide beverage business expertise and marketing leadership in formulating and executing a multi-year go-forward plan, drawing on key performance indicators to inform the growth strategy.
With a clearly differentiated product and powerful brand, the company was poised to grab a leadership position in the Recovery Drink category but needed us to (1) present the investment opportunity to prospects, (2) sell the product to strategic retail accounts with enough doors to drive meaningful volume and (3) activate the brand effectively and cost efficiently as the distribution footprint grew.
$6MM in private equity funding
National distribution via GNC & Vitamin Shoppe – 6,000+ outlets
Regional distribution through A-B InBev wholesaler network
Social media following through the roof, outperforming major beverage brands
Development and launch of new beverage flavors and first line extension – protein bar
Rapidly accelerating 12-month run-rate eclipsing 100,000 cases