Nectar hard seltzer owes much of its success to TikTok and texting.
The hard seltzer brand started posting its company phone number on TikTok, asking potential customers to text if they were interested in buying a case. The brand ended up receiving hundreds of responses, which was enough to convince retailers who had previously dismissed the beverage to begin selling it in their stores.
Co-founder Jeremy Kim started with one case of Nectar, going door-to-door to 200 stores in Los Angeles pitching the drink. They all turned him down. Having seen the quick impact TikTok had on the music industry, Kim wondered if the same reach could be achieved for Nectar. In November 2020, he made a video explaining the challenges the company had faced and asked folks to text them if they would be willing to even try the drink.
The response was overwhelming, and eventually helped land Nectar in 1,500 stores including Target, Whole Foods, BevMo and 7-Eleven.
Nectar has kept up the texting, both as a way to find where customers are geographically and for feedback.
Kim started a new TikTok series for the brand called “Sale or Fail,” which records shoppers in grocery stores trying out the seltzer. Even with just 83,200 TikTok followers, several of the videos have received over a million views.