Balancing online & offline sales channels - Eric Tecosky @dirtysue Full podcast. скачать в хорошем качестве

Balancing online & offline sales channels - Eric Tecosky @dirtysue Full podcast.

Eric Tecosky founded Dirty Sue, an olive drink brand, in 2004, inspired by the waste and inconvenience of draining olive jars while bartending in Los Angeles. After a six-month search, he developed the recipe with a Central California farm. The brand launched in July 2004 with a party that went viral after Christina Aguilera attended. Initially, Tecosky struggled with shipping costs and distribution. Dirty Sue gained traction through an aggressive "sales blitz," where Tecosky and friends distributed free samples to LA bars, establishing trust with bartenders who served as the first sales team. Dirty Sue has grown from being bar-centric to including a retail size after a customer alerted Tecosky to the same problem at home. Sales are now split approximately 60% on-premise (bars/restaurants, including national accounts like Cheesecake Factory and Mastro Steakhouse) and 40% retail (stores like Total Wine and planned Kroger supermarkets), with retail growing the fastest. Tecosky initially struggled with managing the Amazon channel but later partnered with a fulfillment company that now handles 100% of Dirty Sue's fulfillment across Amazon, Walmart, and distributors. Although late to fully invest in online advertising, the company hired a paid ads company in late summer 2025 and is establishing a dedicated social media strategy to scale its growing e-commerce channel. The goal for 2026 is to continue monitoring and investing more resources in what works online.