There’s a meme Instagram account called @BoyWithNoJob.
It has 1.6m followers and chances are you’ve seen it. (A recent nugget of wisdom: “Delete ‘lol’ from the end of your sentences and just say what you need to say.”)
When you have an audience that big, you can launch products:
Enter Spritz Society…
… a spritzer wine cocktail that recently hit markets, per PureWow. Founded by Ben Soffer (the man behind @BoyWithNoJob), the brand is jumping into the fast-growing canned cocktail market.
According to CNBC, this category of the alcohol market is still small (3% of total) but growing fast (+50% from 2019 to 2020) and projected to reach $3B-$4B in the next few years.
The value prop
Aside from leaning into a built-in audience, Soffer’s brand has higher end inputs: Spritz Society is made from 100% white wine whereas many canned cocktails contain malt liquor.
Spritz Society comes in 4 flavors (Grapefruit, Blood Orange, Pineapple, Lemonade), and like any ecommerce brand worth its salt, has a subscription option.
This playbook has been executed to great effect before: In 2019, another popular Instagram meme account — @TheFatJewish — sold its wine brand, Babe Wine, to alcohol giant Anheuser-Busch InBev.
