New York-based Sound's journey has taken it from glass bottles to cans, from an emphasis on tea to a pivot towards sparkling water, but the essential proposition — unsweetened, organic teas flavored with high quality natural ingredients — has remained consistent. That approach has helped fuel and sustain Sound's growth, but having achieved solid footing (and landed new financing), Sound is beginning to turn up the volume on awareness. With a strong visual presence on-shelf, the brand’s current priority is boosting in-store marketing and driving velocities within existing retailers. That meant making moves “that would put us in a better position” relative to COGS, CEO Tommy Kelly told us in June, including a 10% price hike. That money is being redirected towards deeper investments in supporting its chain retail business, but with the benefit of a sharper focus on effective tactics: less podcast ads, more work building community with existing customers. “We’ve pulled back on a lot of the top-of-the-funnel brand marketing initiatives that have a longer payback period to focus more on lower funnel marketing at the retail shelf, whether that’s off-shelf placements, or a gift with purchase," said Kelly, noting the chain business is up 400% this year with an emphasis of cans-in-hands. “Things that we can control this sort of cause and effect and have a better understanding and a shorter feedback loop.” It’s a chance to grow, but also a second chance to crack the channel: having previously gotten into Target only to be discontinued, Kelly said “there's a big difference between a great headline and a great sales opportunity.” With healthy P&L and some formidable names joining the cap table (including The Honest Company co-founder Christopher Gavigan), Sound’s time in the spotlight may be coming soon. Read the full story today on BevNET | 
