On a recent trip to Miami, I had a chance to sit down with the David Lekach, CEO of Dream Water, a brand that is part of the rapidly changing relaxation category.
To illustrate that change, Dream Water doesn’t consider itself a relaxation product; instead its makers refer to their product as a “liquid sleep enhancer,” with the formulation designed to help naturally provide the consumer with a better night sleep. In response to the rest of the relaxation category, Lekach doesn’t quite get it: “There so many different states of being relaxed,” he said. “I don’t know that you can really deliver a tangible result for the relaxation consumer.”
Perhaps even more noteworthy is Dream Water’s alternative approach to being placed in convenience stores alongside energy drinks and shots as anti-energy products. Since their product is a sleep aid, Dream Water has managed to place their product in the pharmacy sleep aid section, including in major chains such as Walgreens, Wal-Mart, and Duane-Reade, with a total of 10,000 points of retail (and many more to come), according to Lekach. Now, in 2011, the brand is looking to expand down the DSD route, having landed a key New England distributor, Polar Beverages. And, of course, they are looking for more.
To learn more, watch our video interview with Dream Water CEO David Lekach. He discusses the relaxation category, the sleep enhancement function, their target market, and how their brand is progressing in the marketplace.