When faced with disruptions during the early days of the pandemic, New Jersey-based craft soda maker Wild Bill’s did like many other independent CPG brands: they adapted, using their connections to introduce a full line of packaged organic coffee, plus snacks like peanuts and jerky. But as COVID’s grip finally appears to be receding, the company is eager to get back to the core business.
This week, Wild Bill’s is revealing three new summer-inspired flavors — Rocket Pop, Cola, Diet Cola and Mojito Soda. The launch also marks the start of the brand’s push into conventional retail; up until this point, the soda maker has enjoyed steady growth through a singular focus on its corporate events business and also niche channels, like comic book and board game stores.
Like Jones Soda, and some other brands within the mix, Wild Bill’s has found a receptive if somewhat narrow audience for its classic full-sugar soft drinks; the Western-themed wagon of soda taps will be featured at around 400 events (including franchise partners) this year across 45 states, according to CMO Michael Russo. Each one of those provides the company with valuable consumer data and feedback, driving customers to order from Wild Bill’s direct-to-consumer platform. But it has also helped to seed awareness for the brand which it is now reaping as it sits down with grocery buyers.
“We’re geographically targeting places where we service a lot of events,” said Russo. “I have a great overlay map of where our events are and where the concentration of our ecommerce customers are from over the past two three years and that kind of informs where which markets we go the deepest in. But it’s things like barbecue joints, burgers, bars, coffee houses – the comic book shops and board games [stores] are a particularly unique channel for us because Comic Cons are kind of our bread and butter for the event space.”
Wild Bill’s immediate future looks encouraging; heading into the busy summer season, the brand has already completed 15 events since January 1, while its average basket size is up “significantly” from 2019 levels of around $23. Coke and Pepsi may be chasing NFTs, but Wild Bill’s has been embraced by communities tied to pop culture conventions like Dragon Con and Anime Central, groups that have made selling collectibles, such as the brand’s range of $40 commemorative stainless steel mugs, a viable side business. The company’s sweet spot is “really anywhere where people are going to celebrate… and they’re not really worried about spending $2.50 to $3 on a craft soda,” said Russo.
Over time, retail sales are expected to provide a healthy portion of Wild Bill’s total revenues; this year, Russo said, it’s expected to do around $4 million in event sales and about $1 million in ecommerce. The initial target for this year was 300 locations with an average order value of $1,000 each, but its fast start out of the gates — 250 locations, half of which are on-premise, at around $25,000 wholesale per month — means that could soon be revised. Leaning into less busy channels like comic book stores and gift retailers means less beverage competition and more merchandising opportunities like 4-packs and branded coolers, Russo noted.
Originally launched in 2020 as an easier-to-ship alternative to soda, Wild Bill’s organic coffees are still in the mix, with a handful of retailers adding it to their soda orders thus far. However, building the core soda line will be the company’s short-term focus.
“I think we’ll definitely crush that budget [of $300,000], and I think 2023 will be the real year of expansion for retail, when we do enlist the services of brokers and distributors and start going to the Fancy Food Shows and Expos and whatnot.”