From Zero to 90+ Retailers: Building a Disruptive Cannabis-Inspired Spirit Brand

How we built IV20 Spirits from an idea into a premium alcohol brand stocked in stores across the U.S.

Overview

Client / Brand: IV20 Spirits
Industry: Alcohol / Lifestyle / Consumer Goods
Engagement: Co-founder, Brand Development, Go-To-Market Strategy, Retail Growth
Timeframe: Concept to execution (2023–Present)

The Challenge

Creating a new category in an age-old industry.

My Role

CEO, I led a full-stack go-to-market initiative.

IV20 Spirits set out to do something radical: merge the vibe and lifestyle of cannabis culture with the sophistication of premium spirits. But unlike THC or CBD-infused beverages, IV20 contains no cannabis compounds — just the aesthetic and attitude of the movement.

This created a unique challenge:
How do you position a cannabis-inspired product in a highly regulated alcohol market, without confusing customers or limiting distribution?

We had to build everything from scratch:

  • The brand

  • The narrative

  • The go-to-market playbook

  • The sales pipeline

  • The national retail footprint

1. Brand Positioning & Messaging

  • Developed core brand narrative: “The Spirit of 420”

  • Differentiated IV20 Terp Vodka from regular vodka and traditional liquor by creating a lifestyle-first positioning

  • Built tone of voice guidelines that balanced luxury, rebellion, and wellness

2. DTC Website Strategy & Conversion Optimization

  • Designed a phased GTM roadmap: Build the brand → Drive awareness → Secure retail

  • Crafted sell-in materials for distributors and retailers

  • Oversaw the development of the eCommerce experience, with emphasis on education and compliance

  • Built field marketing and launch activations to drive consumer trials and buzz

3. Growth Execution & Traction Building

  • Led retail outreach campaigns and account targeting

  • Supported the inside sales team with sales collateral and brand assets

  • Built initial digital presence across Instagram, web, and email to drive early brand affinity

  • Helped land IV20 in 90+ retail stores nationwide within the first 18 months

Results

A zero-to-one brand with real shelf presence and national potential.

01. Brand launched from scratch with clear category differentiation

02. Secured 90+ retail placements across the U.S. in under 18 months

03. High sell-through in initial markets due to strong branding and visual appeal

04. Built foundation for influencer campaigns, DTC growth, and retail scale

What Made This Work

  • Strategic storytelling: Cannabis culture is emotional. We leaned into that while staying compliant.

  • Cultural positioning: This wasn’t just another flavored spirit. It was a vibe people wanted to be part of.

  • Execution at every level: From branding to sell-in to launch events, the details weren’t skipped.

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