@sandows - London’s favourite cold brew brand
- Founded by @hughduffie & @luke_suddards in a basement in north London 🇬🇧
- £800k total raised from angels & a crowdcube campaign
- Gift box £15 (individual bottles retails at £3-3.50), cans at £1.50-£2
📝 from me:
I’ve never been a cold brew drinker but the recent heatwave and my otherwise quite aggressive coffee drinking habits naturally led me to find the flask-bottled Sandows at Selfridges (the stunning packaging really stands out among the other bottled drinks). I recently tried their new line of 250ml coffee cans too (the spice flavour is my favourite), a line which attempts to take the artisanal brand vibes to a more accessible & mainstream level suitable for supermarket shelves. Londoners might have seen their more upscale products, like the nitro cold brew on tap at @sohohouse or their cold brew concentrate served in your favourite espresso martini 🍸
📝 from a VC:
Not 100% sure if investing in a cold brew micro brand would give VC like returns at this stage of the company's lifecycle, but I wanted to spend some time talking about offline marketing. Founded in 2014, Sandows has been building a fantastic reputation in cold brew for 4 years. Slowly, as the category has expanded, so has Sandows retail partners and product lines. I find using physical retail and brick-and-mortar locations as a means of marketing rather than selling quite fascinating. Instead of buying shelf space in grocery stores like traditional food and beverage companies, d2c brands have really started to use these strategic channels in new ways (cc @bobaguys@museumoficecream@dirtylemon ). Naturally if you’ve never seen/tried a product, but you see them swarming around your city you’ll want to try it out (at least I do…). And the other way around; when the product and its surroundings is instagrammable, your friends posts become a cheap and efficient acquisition channels and reminders to try the product.