Dezo faced the intricate task of carving out a distinct niche within the competitive RTD alcoholic beverage market, particularly within the better-for-you segment. The challenge was to strategically guide Dezo through its key growth phase in e-commerce and direct-to-consumer (DTC) sales while ensuring a scalable and sustainable go-to-marketing plan to increase the brand's cultural relevance and leverage current assets and relationships.

The advisory role has entailed crafting and supporting a full-funnel go-to-market strategy, which involved strengthening Dezo's ecommerce presence, expanding brand partnerships and driving targeted campaigns in core markets like Boston and Las Vegas. The aim was to cultivate sustainable and scalable direct-to-consumer strategy, agency and artist relationships, enhancing Dezo's brand equity in the wellness space and positioning it as a thought-leader in hospitality, culture and live entertainment.

Through targeted campaigns and strategic partnerships, including a notable collaboration with Insomniac festivals, Dezo has made significant strides in positioning itself within the better-for-you RTD sector. Initiatives such as Live Nation’s Creator House and EDC exclusivity and engaging marketing tactics like ticket experiences and university ambassadorships have led to increased brand visibility and market penetration. With a solid go-to-market plan and partnerships in place, Dezo is now well-positioned for continued growth in e-commerce and DTC channels, anticipating a strong upswing in brand consideration and loyalty.

Mike Raspatello