We talk with breakout TikTok viral star @420Doggface208 and grok his deal with wine-based RTD Beatbox to roll out their Cranberry Dreams flavor.
---Contents---
00:00 Intro - Nathan aka Doggface - 7 million active followers.
01:12 Doggface tells the story of the now-infamous Fleetwood Mac Dreams viral video.
02:50 Harry admires DF's work ethic, and vibing.
05:00 On starting over with new TikTok account after getting 160k followers.
06:15 Harry digs for tips to go viral.
08:00 DF appreciative for the opportunity.
09:30 Owes it to his kids.
11:00 Doggface partners with Beatbox for Cranberry Dreams flavor FMB.
11:45 Harry's computer spontaneously tries to teach him to beatbox with "cats and boots" exercise.
12:20 Jenn asks how they hooked up.
13:20 Beatbox explains how they came to Doggface.
13:45 Switching to digital. Music is core to Beatbox's brand, but festivals and events were canceled.
14:25 DF's vibe "is Beatbox".
15:15 Getting deal done and to market fast. From concept in February to on-shelf by June.
15:50 On having the scale to pull it off.
16:30 Most viral bev-alc story for weeks.
16:35 Vid of Doggface in Kroger viral in 24 hours, 3 mil views.
16:50 Brand staying authentic.
17:00 Beatbox centered around music and festivals, hitting the road again.
17:40 Launching in chains, 1000 Krogers, 1500 Circle Ks, etc.
18:20 Challenge of teaching aging industry power of social media influence.
19:15 Message of hope from DF.
19:50 Rolling Loud Miami coming up.
21:00 Explaining to older buyers is challenge too.
21:40 20k consumers a day asking where they can buy it.
23:10 Not just c-store product. Testing 6-pack variety pack.
24:05 Growing at 100%, million cases this year.
26:00 Fame hasn't changed Doggface, but he has more cousins than he thought.
27:00 One of biggest cultural phenoms of pandemic.
28:00 During photo shoot, everybody recognized DF skating on the boardwalk.
28:35 All about authenticity.
29:45 Harry tries to find something negative about Doggface but comes up empty.
---About---
Beer Business Daily publisher Harry Schuhmacher joins his editors and other guests every workday as they grok the industry issues of the day.
-Text comments and topic ideas to Harry at: (262) 345-2501
-Video feed on YouTube
-All links: harryspod.com
Twitter / IG / TikTok: @beerbizdaily
