Brand News
06 July 2022
5 digitally native beverages for a hangover-free summer
The Daily Stack has the rundown on non-alcoholic refreshment options attracting venture dollars.
Cold, alcohol-free refreshment. (Photo via The Daily Stack)
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This article originally appeared in The Daily Stack, a daily private market insights newsletter by PrivCo, a private company intelligence platform.
Summertime always sends my YouTube and Hulu ads into a booze-fueled dreamscape, with scenes of beautiful people enjoying craft cocktails, carb-free beers, and tequila that gives you rhythm. My summer plans involve a lot of pregnant friends and “California sober” folks, who love a cool icy beverage, sans the alcohol. Today we’re highlighting the top companies in booze-free libations.
Athletic Brewing makes NA (ie, non-alcoholic) beers for beer lovers. Think canned delights of tropical flavors over hoppy notes, giving you something to slip into a koozie that isn’t boring old seltzer (but they have those too). The Stratford, CT B Corp has been on a tear, raising a $50M Series C round last year.
Poppi brings probiotics to the party with fresh juice and prebiotic apple cider vinegar beverages. Run by a husband and wife team that started in a Dallas farmers market, the company now ships through Amazon.
Liquid Death brings new meaning to “pick your poison.” It’s just water in a tall, Modelo-looking can. Check out the company's marketing site for clues as to how it reached a $525M valuation. It pays to play.
Cann is for California sober folks. Backed by the all-things-alternative ambassador, Gwenyth Paltrow (check out Goop), this company urges us to “give up the booze, not the buzz.” The Santa Monica-based company reached a $100MM valuation in February with the help of some A-List angels.
Ritual Zero Proof provides the 0% alcohol alternatives to your classic margarita. The company offers tequila, rum, whiskey, and gin alternatives for the die-hard mocktail crowd.
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Marketing
01 June
Instacart rolls out generative AI, virtual store
Ask Instacart answers prompts with personalized recommendations.
Photo by Marques Thomas on Unsplash
A pair of recent launches from Instacart highlight how the grocery ecommerce company is integrating two of the key emerging areas of technology into its offerings: Generative AI and marketplaces.
Let’s take a look:
AI-powered search
Instacart is seeking to harness generative AI to create a more personalized shopping experience.
A new tool called Ask Instacart that is launching this week is designed to allow customers to type in questions about specific recipes or general recommendations for an occasion. Embedded in the search bar, Ask Instacart also provides personalized questions to be asked by customers. In addition to specific items, it provides information about food preparation, product attributes and dietary considerations.
For those eying how generative AI will play a role in the shopping experience, Ask Instacart shows how search can be transformed into a place for discovery. Instacart is aiming to provide answers to the more open-ended questions that people would naturally ask, not just simply provide info in response to a question that has one answer. It shared the following sample prompts:
- “What fish is similar to salmon?”
- “What can I use in a stir-fry?”
- “What are dairy-free snacks for kids?”
The tool is also showing the way for generative AI to integrate with retail media. Ask Instacart is designed to integrate with a brand's sponsored products campaign, so that the answers to questions that match consumer needs can also provide a way for brands to stand out.
To create the tool, Instacart combined the language understanding of ChatGPT with its own AI models. It added in catalog data from 80,000 retail partner locations around the country, which together have more than one billion shoppable items.
Beyond mission: Ecommerce marketplaces have honed a shopping experience where it’s easy to find what you’re looking for. But if shoppers want to happen upon something they didn’t know they needed, social media or the store is still the best place to visit. Instacart is showing how generative AI can make discovery a marketplace function. It also signals that advertising will come to generative AI by way of retail media. Going forward, the growth of discovery could make retail media more valuable as a tool for advertising that raises brand awareness, not just lower-funnel conversions.
A virtual store
Instacart will power a new virtual convenience store for the grocery chain Aldi.
Aldi Express will feature 2,000 of the most-shopped Aldi items, ranging from prepared food and snacks to grocery staples.
Drawing on 2,100 Aldi locations around the country, items will be delivered as fast as 30 minutes, the companies said.
“Through ALDI Express, we’re making shopping more convenient so you can satisfy a craving or get a missing ingredient in minutes,” said Scott Patton, VP of National Buying at ALDI, in a statement. “Together with Instacart, we’ll continue to find ways to innovate and make the online grocery experience even more effortless and accessible.”
Aldi began offering delivery via Instacart in 2017, and has since expanded services to include pickup as well as alcohol delivery.
Aldi’s marketplace moment? While Aldi previously offered delivery, making the assortment available through a virtual store offers the opportunity to create a marketplace for its goods. With the virtual store, it will more closely resemble DoorDash and Uber Eats, which have been expanding their grocery assortment. With a marketplace, additional revenue opportunities could open up for the grocer, such as advertising through retail media.
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