As a nimble operation working with around 1,200 independent accounts across Brooklyn, Manhattan and Queens, New York City’s Gold Coast Distributors has earned a reputation for supporting innovative brands in emerging categories. But the DSD house’s trio of new partners in key categories — OWYN, Jolene and Spindrift — signal that it also has the clout to attract “proven” brands that need support up-and-down the street.
Maybe most pressingly, Gold Coast now carries a protein drink, a missing piece that Mishka Aminov, Director of Business Development at Gold Coast, called “the biggest gap in our portfolio.” Signing plant-based protein specialists OWYN was “the dream,” but the opportunity didn’t arise until recently when it exited distributor Big Geyser through buy-out (along with other DSDs) following its acquisition by Simply Good Foods in April 2024.
What took them so long? Within a category led by “generic” nationwide players, Aminov said the distributor has been patiently seeking a protein brand with which it could partner “on a deeper level” — and for which it could lock-down as an exclusive.
Next-gen names like refrigerated shake maker Remedy Organics (Dora’s Naturals) and REBBL are already signed within the city, but Aminov said Big Geyser’s past work has built a strong reputation for OWYN amongst local retailers who “are just happy to have the option of purchasing DSD again.” OWYN’s expansive lineup covers core 12 oz. shakes (20 grams protein), the coffee-based Double Shots (20 grams protein) and the three-SKU Pro Elite subline (32 grams of protein).
For coffee, Gold Coast prefers to work with local roasters whenever possible, Aminov said, but some of those brands “don’t really get DSD.” With the distributor on the hunt for a new cold brew (to complement its existing portfolio of Rise, Grady’s and Vietnamese RTD Sang), this spring’s arrival of Jolene – the nascent canned coffee brand launched by Red Hot Chili Peppers singer Anthony Kiedis –was fortuitous, and the brand has quickly assumed the role of Gold Coast’s flagship RTD coffee. Its latest pick up was last week with specialty grocer Union Market, which operates six locations across New York City.
“They’ve been truly awesome partners,” said Aminov. “The day after [speaking at] BevNET Live [on June 11], Anthony [Keidis] and Shane [Powers] did a ride-along with one of our sales reps in Williamsburg, working the full day. They hit like 20 accounts right down Bedford Ave. So it’s always cool when you have that buy-in from a founder, especially a celebrity founder, where it’s not just slapping their name on a brand and having another team execute.”
Relative to Jolene and OWYN, Gold Coast’s other new partner, Spindrift, is a legacy brand, said Aminov. The distributor’s role with that brand, which like OWYN was also recently acquired, is more specific: after about a year of negotiating, Gold Coast has been brought on to focus on launching 8-packs through its network of independent accounts, rather than 12 oz. single cans. That also includes Spindrift’s newly launched sodas.
“It’s exciting for us to bring on three [brands] that are not startups. They’re proven. And perhaps have all them happen at one time. It wasn’t planned. It’s three brands in three important categories for us.”
With the new partners on board, Gold Coast’s portfolio tilts even further towards beverages, which represent around 80% of the current business. Now, Aminov said, he’s keen to balance that out with more snacks and products for other store sections.
“I always feel like we’re content, and then I hear about something and I’m like ‘we definitely need that,’” he said.
Other Distribution News
- Perfect Hydration has landed distribution in over 2,200 Albertsons Companies stores.
- Premium cocktail mixer maker Badger Bevs has added two new distribution partners: Brescome Barton in Connecticut and Badger Liquor (yes, really) in Wisconsin.
- Throne Sport Coffee is now available in 250+ Whole Foods in Northeast, Mid-Atlantic, Midwest/Plains & SoCal/AZ/Vegas/Hawaii regions, with full national rollout (550+ stores) coming in September.
- Odwalla is celebrating its move on to Amazon by offering 25% off all online purchases sitewide.
- Texas-born sparkling agua fresca brand Bawi has landed its first major grocery partnership in select Whole Foods Market stores across Texas, Chicago, and Northern California.