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Black Friday is so last century. According to Illicit Elixirs’ co-founder Jason Gaboriau, Amazon Prime “has become a pop culture moment.”

With the rise of online shopping, and omnipresence of platforms such as Amazon, Walmart and Target, the push to outperform past promotions continues to build. Tomorrow marks the start of the Fall Prime Day event, so to help you prepare, we are bringing you insights from one brand’s past approach to the promotional event. 

“A sorta ‘Black Friday' for us all. The discovery and discounting can have a viral effect and is a high dopamine moment,” Gaboriau said.

As its distributor shareholders take a greater share of the workload, Liquid Death is making changes to its sales and distribution team, reducing its internal staff while bringing in Michael Fine as its new chief retail officer to lead expansion efforts.

💧 Fine, who spent long periods at Nestlé Waters North America and BodyArmor before moving to run marketing at energy drink A SHOC last January, wrote in a LinkedIn post announcing the move this morning that he was “thrilled to be joining the team” and to be “bringing my experience from other high growth brands to the table. We’re only just getting started...”

💰 Liquid Death also announced the promotion of current SVP of Strategy Marisa Bertha to Chief Strategy Officer, where she “will continue her leadership in key domains such as fundraising, investor relations, and executing the company's strategy with a focus on revenue-enhancing initiatives that combine product innovation, data, and insights to bolster retail performance and overall growth.”

☑️ The announcement comes after Liquid Death confirmed reports, first published in the Beverage Business Insights newsletter, that the company had made cuts to its sales and distribution staff.

Read the full story on BevNET for all of the details.

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