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Fortified with pair of bev vets whose experience dates back to Vitaminwater breakout, Smashd mixer/alc-alternative has embarked on distribution expansion beyond its heartland base as it prepares to activate multiyear Nascar partnership and alliances with major spirits brands. Due on innovation is key addition: single-flavor 4-pk that will be approachably priced at $7.99, to augment 8-unit variety pack that posed more of a price barrier to consumers unfamiliar with brand. To fund initiatives, it's closing out $2.5 mil pre-money capital round in coming wks. That was word this morning from Andy Steele, who came aboard last mo as "chief Smashd officer" alongside his Vitaminwater colleague Tim Burke as svp sales to support founder Kristina Roth, a successfully exited tech entrepreneur who'd also played in vodka space, and prexy/CEO Bill Hazelwood, a Boston Beer and Wild Tonic alum. Andy was coming off 3-yr run at Olipop in May following 5 yrs at Body Armor, where he'd once again worked alongside Burke. Andy came to bevs from buying side, including Store 24 c-store chain in Boston area, which took progressive approach to its bev set, and then its acquirer Tedeschi. Also in mix is Benny Smeds, "our field sales beast," as Roth has described him.Recall that this is brand that first launched under Mixoloshe brand name before pivot to Smashd (BBI, Jun 11 2024). At time, brand rode viral moment when intern pleaded for more brand followers on pain of her being fired, brilliant stunt that elevated CMO Mike Chambers CEO, tho he's since moved on to real estate startup, with Hazelwood running day-to-day.Smashd unusually has planted its flag mainly in heartland region south to Texas, building out network of beer and wine & spirits houses to support regional presence that includes retailers like Kroger, HEB, Jewel-Osco, Binny's, Total Wine and Buc-ees. More scattershot approach of earliest days landed such other partners as Bud house Pine State in Maine but for most part brand doesn&#39;t boast meaningful presence on either coast. Steele, Burke and Hazelwood are briskly moving to change that now, starting with East Coast down to Fla. Brand is approaching 5K retail doors now but at time Steele and Burke came aboard Roth posted that she's gunning for 50K+ doors nationally. For now, Smashd relies on single copacker in Utah but may add another as it builds out on East Coast.Among key pivots, besides change to more memorable brand name, was team's recognition that, while brand launched as an alc-alternative, it was freely being used as a mixer with alcohol too, thanks in part to formulation that eschews sweeteners like stevia and monk fruit in favor of real sugar, albeit at low level. It also contains electrolytes, which are becoming a frequent feature of mixers and some alcoholic brands themselves. To work that occasion, brand has established partnerships with Jack Daniel's, Sazerac and Svedka Vodka on joint displays, cocktail recipes and the like. Andy said co also is open to partnership with right THC brand.Smashd team also continues to refine liquid. Party All Day variety 8-pk comprised of Mango Margarita, Watermelon Margarita, Peach Bellini and Cherry Bomb Mimosa has knocked sugar count down from 9 g (45 calories) to 3 g (25 calories). But Steele believes the forthcoming 4-pk, in synch with how much of the category goes out, should open substantial number of doors. Also in innovation pipeline are new flavors he's not ready to disclose yet, and prospect of retailer-specific LTOs.As noted, current distribution map is mix of beer and wine & spirits partners, including Bud network in Iowa but Southern in Ill, Ind and Ohio. (However, Smashed has informed Southern Glazer's in Texas that it will be moving on, likely to Bud network in Lone Star State.) Brand also is seeking to expand its channels beyond grocery and c-store to include drug players, military depots and club stores. But "we'll walk and then run" en route to that 50K retail door target that Roth has espoused.On marketing front, co has continued with cheeky, in-your-face style that brand name pivot fostered and is totally in synch with founder Roth's "personality and drive," Steele said. The Nascar partnership, forged in Mar, will have its inaugural activation on Jul 4 weekend at race in key Chicago market, under rubric "Smashd, never crashed." It fills twin roles of official non-alc brand and mixer.

STRATEGY: With Steele & Burke Now Aboard, Smashd Mixer/Alc-Alternative Accelerates DSD Buildout While Riding Nascar Sponsorship & Partnerships with Spirits Brands; 4-Pks Will Be Key Addition

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