Since its founding nearly a decade ago, bitters and cocktail mixer brand Hella Cocktail Co. has been working to develop its business both at retail and behind the bar at bars and restaurants. The journey has had it’s ups and downs thus far, but nothing quite like the confluence of challenges presented by the COVID-19 pandemic. For Hella, its recent growth into new product categories — including 2019’s launch of Bitters & Soda, which entered Whole Foods nationwide last week — has helped to diversify its audience and revenue streams. Yet with in-store demos suspended and with many bars closed by state mandate, the brand has been forced to accelerate its long-term strategy and adapt quicker than expected.
BevNET managing editor Martin Caballero spoke with two of Hella Cocktail Co.’s three co-founders — Jomaree Pinkard and Eddie Simeon — to discuss how the company is exploring its role in the current market environment and adapting to conditions on the ground. The pair talk about how they’ve used digital tools and virtual happy hours to continue building a community around Hella during the crisis, as well as the challenge of driving trial for an innovative product like Bitters & Soda at a time when consumers’ shopping habits are changing. The co-founders also explain how they are working to support their on-premise partners when bars and restaurants are closed and share their advice for entrepreneurs on managing through uncertain times.