Four food & beverage brands on the slab. Every autopsy answers the same three questions — who's actually buying this, what else they worship, and what to do about it.
Water for the mosh pit. 14M followers, $333M in revenue, and an audience that overlaps with everything except other water.
The soda the algorithm built and Pepsi bought for $1.95B — loyal to its creators more than its cans.
The oat milk that hired every barista in town as its sales force — and now has to outlive its own victory.
Beer for the 6am people. Half of NA craft, an audience that still drinks — it just schedules it.