The successes that waterdrop, the makers of the world’s first microdrink, has seen since its launch four years ago in the European market has positioned it to enter the American market on a high note. While their product seems niche, something that might not break out, people should remember another Austrian beverage company that crossed the ocean in 1997. It, too, sold a product that seemed far-fetched, and many predicted its demise. It was Red Bull.
By tapping into two areas that have been high on consumers’ consciousnesses this decade-health and sustainability, the company has experienced a growth rate of over 400% per year since its launch. They have accomplished most of that through their website, selling their products directly to consumers (DTC) plus fifteen retail locations.