If there was anytime for the market for “relaxation” beverages to truly take off, now would seem to be it.
As consumers anxiously adjust to a “new normal” during the pandemic, Recess, a maker of sparkling adaptogen and hemp extract-infused sparkling waters, is well-positioned to deliver some relief. With the release of three new flavors this month — Black Cherry, Coconut Lime and Blood Orange — Recess is aiming to pivot the line’s flavor range towards mainstream tastes, and also to build upon the unique “personalities” that each SKU has developed organically, according to founder/CEO Benjamin Witte. But the company is also looking beyond beverage for ways to both grow revenue and create a deeper connection with its core audience — artists, designers and creatives — as exemplified by the launch of its new clothing line, Recess Realitywear.
“To connect with creators, create yourself — that is our strategy,” Witte said in an interview with BevNET. “This is not designed to be sold in Macy’s — this is a marketing tactic that’s going to fit into what we are already doing. And given that we are focused on creatives, who like this type of thing, this is a very natural extension for us…. Because we have this direct relationship with our community, we think it’s an experiment worth running.”
While forging ahead with innovation, Witte also spoke about how the brand is working to translate the high-touch experiential marketing that has been its calling card in the digital space through a revamped website and e-commerce operation. He discussed how the company is leveraging experience and awareness cultivated through direct-to-consumer sales to help serve its expansion in brick-and-mortar retail through a new program that allows smaller retailers in areas without DSD coverage to buy directly from the company for wholesale prices. Finally, Witte offered an update on his work with the U.S. Hemp Roundtable to secure a legal pathway for CBD and hemp in food and beverages, the importance of creating strong digital content in modern brand building and why — despite being “the polar opposite of Recess” — he admires energy drink maker Bang for going “all-in on its approach, who it’s speaking to and how it’s speaking to them.”
“Today, brand and culture is created on your phone and not in the aisle, and I think that’s just a reality,” he said. “If you look at the brands that break through versus plateau, the ones that break through are the ones that integrate into culture.”