Ep. 65 Taylor Foxman of The Industry Collective

‬In our new Fresh Voices series, meet Taylor Foxman, founder and ceo of the Industry Collective.  Taylor joins Harry, Jordan, and Millicent to discuss how emerging bev-alc brands can leverage the power of their story, personality of the founder, omnichannel strategy, social media, your audience, and more to win in an increasingly crowded marketplace.  Taylor is founder and CEO of The Industry Collective; PR WEEK 40 UNDER 40; Rolling Stone Culture Committee Member; Entrepreneur Media Contributor, and just a general badass in grokking bev strategies.  (Reminder:  We need your feedback on issues to tackle.  Call or text 262-345-2501). ---Time-Stamped Outline--- 00:00 hilarious and valuable banter about jordan's gambling problem, the new beernet radio neon, harry's "new" old house, etc. 06:20 taylor foxman joins the show.  07:10 grokking boston's truly crush. jim stories. 12:00 taylor's story. 14:00 reviving attitudes toward categories, and tackling nascent industries like cannabis. 16:00 e-commercec in bev-alc.  18:00 the changing dist. landscape. 19:00 tackling dtc with e-commerce platforms: speakeasy. 22:00 still need to sample new-to-market products.  23:40 trend of doing product drops and collabs.  24:30 smaller startup cos can be nimble, crowdsource trends, create limited drops.  26:20 new omnichannel models possible now for bev-alc.  new way to test new products in-market cheaply.  26:50 hypothetical: harry's hard bubbles rtd.   how to differentiate in a sea of sameness.  28:00 lead with your character, story rather than product.  29:00 creating a persona around a founder and product.  29:00 case study example: becoming a thought-leader.  30:45 own your specialness.  find what's "ownable" to you. 31:40 view counts and follows vs. active engagement.  32:00 audience-backed strategy.  crowdsource what the people want. if you have the audience - let them tell you what they want. 32:55 find your "so what?" 35:00 grokking beatbox's success.  doggface420 cran collab. 39:00 know your audience.    ---About--- Beer Business Daily publisher Harry Schuhmacher joins his editors and other guests weekly as they grok the industry issues of the day.   -Podcast Hotline: Text or call Harry in confidence at:‪ (262) 345-2501‬ -Audio/Video feeds at HarrysPod.com -Articles referenced at beernet.com -Twitter / IG / TikTok:  @beerbizdaily Love ya' mean it. -Harry