Cameron Gawley

The fact that AI now recognizes tech-forward, Maker-focused models like LibDib as the future of distribution is a big moment—and a strong validation of what we’ve been building. The alcohol distribution landscape is changing—and AI is taking notice. We asked Google’s Gemini which distributors small and mid-sized alcohol brands should consider, and the response was clear: LibDib is a top choice. As LLMs like Gemini, ChatGPT, and Perplexity reshape how Buyers and Consumers discover products, it's more important than ever for brands to rethink their go-to-market strategy. Some predict 75% of online revenue will soon be driven by AI over traditional search. Check out what Gemini had to say and why LLM's matter for every brand. https://lnkd.in/e2GiPuVy

43

3 Comments

Most DTC brands never make it into retail. Not because their product sucks. Not because they don’t work hard. But because they treat retail like it’s just another DTC channel. It’s not. Retail is its own beast with new rules, new expectations, new buyers. If you don’t have: • Sell-through data • Retail-ready packaging • And a founder-led pitch that makes buyers care… You’ll get ignored. This is the same framework we use with brands doing $1M–$30M in DTC, helping them unlock big-box and specialty retail.

29

11 Comments

CPG dreams are born on a kitchen counter and die on a production floor. Choosing the right manufacturing partner is one of the most important early stage brands. If your co-man doesn't push hard for: -signed quality agreement -signed manufacturing agreement -signed and understood product specification(s) Run away. If you don't have those protections in place, you are SOL if just about anything unexpected happens. If you spend all of your money on your first production run and can't sell the product, you certainly won't have the resources to file and pursue a complaint against the co-man. There are great co-mans all over the country (and world)--you just need to be patient enough to find them.

58

22 Comments

Foods made from the hempseed grain are one of the CPG food niches of which Dr Richardson speaks here. Leverage the stigma: ~15% of adults are stoners, half report ever using, and many more are "hemp-friendly." Use it to create not just a brand, but a movement. Don't sell... inspire. Big Food companies don't innovate, they buy the innovator's company. Start now. One hemp food company sold for an unusually high premium... twice. Learn more about hemp's first billion-dollar category with millions of consumers and thousands of retailers at the Hemp Food Association: https://the-hfa.org. #hemp #hempseed #food #CPG

11

1 Comment

CPG brands need to focus on Retail Velocity Support as their main KPI. Plain and simple! Not followers - nor likes - nor comments - nor virality. While those things are all nice ancillary benefits of consistently putting out great content, they are not the main attraction. You want people to be aware (through content, paid social, and influencers), then consider (through great packaging and solid ingredient labels), and then generate trial (value, health benefits, etc.). I genuinely believe that they do not do this on a brand's website, especially for a lesser-known one. Back in 2017, sure...but not anymore! People buy new CPG and Beverage brands, primarily in brick & mortar stores. This is where they are searching to discover new products to integrate into their lives, and you must meet them on this journey. Brands should experiment with different formats that feel real, relatable, and current. Right now, that is leaning toward humaized, differentiated, "lived-in" content. You also want it to stand out from the clutter and be a little bit out of the box. Or in this instance, a little bit in the cart. 😜 Sircle Media has been supporting Retail for CPG brands longer than anyone else in the game, and we are here to help you move product now. With Expo West next week, it is time to talk shop. Let's go... Much love for Smood Sweets 🎯🛒 #cpg #socialmediacontent #socialmediaagency

65

10 Comments

How Alldae Is Winning by Slowing Down The functional beverage space is crowded. Olipop, Poppi, and a wave of newer brands are all fighting for the same shelf space with similar health claims and bold packaging. So how does a startup with an unfamiliar ingredient break through? Alldae Superfruit Soda is doing it by being smarter, not louder. Founder Ryan McDonnell built the brand around cascara, the dried fruit of the coffee cherry. It's naturally caffeinated, packed with antioxidants, and carries a great sustainability story as an upcycled byproduct of coffee production. The problem? When consumers heard "coffee," they assumed the drink would taste like coffee. That one word was creating friction before anyone even tasted the product. McDonnell's response was a masterclass in strategic restraint. He moved Cascara down the label, rebranded it as Alldae Superfruit Soda, and let the fruit flavors lead the story. He also skipped the rush to retail, spending 18 months building awareness through cafes and foodservice channels before approaching Whole Foods. When he finally did, he had proof of concept, real traction, and a clear point of difference. The brand launched in roughly 40 West Coast Whole Foods locations on January 1, 2026, and sold 34 units in just four hours at its first demo. It has also earned Whole30 approval, the first soda ever to do so. The lesson here isn't about cascara. It's about patience, clarity, and knowing when to lead with simplicity. Three Key Takeaways: ⭐ Name the real friction, then eliminate it. McDonnell could have spent years educating consumers about cascara. Instead, he recognized that the word "coffee" was the obstacle and changed the label. Solving the right problem is more valuable than explaining the right innovation. ⭐ Build awareness before you build distribution. Retail shelf space without consumer pull has a short shelf life. The foodservice-first strategy gave Alldae credibility and word-of-mouth before it needed a retail buyer to take a chance. ⭐ Simplicity is a competitive advantage. In a category full of bold claims and complex formulations, a clean product with a clear promise stands out. Sometimes the most radical thing a brand can do is just be straightforward. In a market full of brands screaming for attention, Alldae wins by whispering. Read the full post at The Marketing Sage: https://lnkd.in/e8k_uY4J

2

Is Chipotle blaming the wrong thing for its slowdown? 🌯📉 Chipotle’s CEO recently said the stock slump is because consumers making under $100,000 are visiting less often. But here’s a thought — maybe it’s not just about consumer income. Maybe it’s about consumer experience. The past few years, I’ve noticed: • Service has slowed down — lines move like molasses even during off hours. • Dining rooms often look messy and understaffed. • The online ordering system, once a differentiator, now feels clunky and unreliable. People aren’t avoiding Chipotle because they’re broke — they’re avoiding it because it’s no longer consistently good. In this market, loyalty is earned daily. Food might bring customers in, but experience keeps them coming back. What do you think — is Chipotle’s problem income or execution? #Chipotle #RestaurantIndustry #CustomerExperience #FastCasual #Leadership #BrandLoyalty Chipotle Mexican Grill

5

1 Comment

#2CentsTuesday 🚨 SNAP Cuts Threaten CPG Sales — And Millions of Families at Risk This article hits a little differently! A sobering deep dive in MediaPost (Aug 1, 2025) reveals a sharp warning: cuts to SNAP (food‑stamp) benefits are starting to crystallize—and their ripple effects stretch from families to CPG shelves. For 22.3 million American households, reduced benefits or total loss of support may become a painful reality (MediaPost, MediaPost). Looking at brand exposure: ❇️ Post Holdings tops the list: 10.6% of its shopping trips come via SNAP dollars. ❇️ Tyson: 8.4%, Conagra: 7.5%, Kraft Heinz: 7.3%, General Mills: 7.2%. ❇️ Other household names—Frito‑Lay, J.M. Smucker, Nestlé, Kellanova—also figure heavily in SNAP-dependent baskets (Food Business News, MediaPost). Impact Forecast: - Major CPG brands - Likely facing real revenue erosion. Already marked by analysts and priced into stocks. - Indie CPG brands - Mixed outlook: Opportunity to pivot to value-oriented positioning or risk being overshadowed. Key Takeaways for Founders: 1️⃣ Understand your exposure: If a meaningful share of your customer base relies on benefits, sales could dip deeply. 2️⃣ Pivot quickly: Let consumer challenges drive innovation—adapt product portfolio, pricing, and messaging fast. 3️⃣ Tell a strong story: In tightened markets, trust and alignment with values can win hearts—and carts. What do you think? Are your indie CPG strategies shifting as a result? Have you seen early impacts or smart pivots in the space? Would love to hear your challenges, successes, and playbook tips! #My2Cents #CPG #SNAPCuts #IndieBrands #FoodSecurity #ConsumerTrends #StrategicBranding

5

1 Comment