With the rise of the RTD category being a recent phenomenon, entrepreneurs have noticed a significant opportunity for product differentiation. Entrepreneurs must find the right SKUs for their brand in terms of scalability and maximizing consumer engagement.

In this talk, Zack Lister, CEO of Bodega Brands, gives us a window into the launch of his brand and why a single SKU strategy worked for him. He discusses some keys to success like the need to be decisive on the product development side of things and identifying a target audience early on in the process.

“Be mindful of your working capital, build it,” advises Lister. “Get feedback and repeat it as much as you can. For us it was really about identifying our target audience.”