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.
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