DTC Podcast Episode 485: How Soberish Built a $1M+ DTC Brand Without Ads

Release Date: February 24, 2025
Host: DTC Newsletter and Podcast
Guest: Kim G., Founder of Soberish

Introduction

In Episode 485 of the DTC Podcast, Kim G., the innovative founder of Soberish, shares her remarkable journey of building a direct-to-consumer (DTC) brand that has surpassed the $1 million mark—all without relying on traditional advertising. Hosted by the DTC Newsletter and Podcast team, this episode delves deep into Kim's entrepreneurial path, her unique marketing strategies, the challenges she faced, and her insights on scaling a brand in the modern ecommerce landscape.

Kim's Entrepreneurial Journey

Early Beginnings and Diverse Ventures

Kim's entrepreneurial spirit ignited early in her life. Starting her first business at 18, she quickly ventured into the hospitality industry by purchasing a restaurant and bar with her husband at just 20 years old. "We had a baby, a business," Kim [00:03] reflects, highlighting the dual responsibilities she managed from a young age. Their venture expanded to include multiple restaurants, bars, and even real estate investments, accumulating over 140 rental units.

Pivot to Tech and Innovation

In 2016, a pivotal moment occurred when Kim assisted her niece in planning a quinceañera—the traditional Hispanic celebration marking a girl's 15th birthday. Frustrated by the lack of online planning tools despite the event's high cost (averaging over $20,000), Kim was inspired to create a digital solution. Leveraging insights from "Shark Tank," she and her husband invested their savings into developing an app, which ballooned to over 3 million users within three years and was eventually acquired in 2022. This success reinforced Kim's knack for identifying market gaps and addressing them innovatively.

Transition to Soberish

After her acquisition, Kim took on a role at Michigan State University's research foundation to lead entrepreneurship and innovation. However, the shift from active entrepreneurship to a 9-to-5 role led to restlessness. Concurrently, her mother’s struggle with alcoholism catalyzed the birth of Soberish. Kim wanted to offer alternatives for those on a "soberish" journey, blending non-alcoholic beverages with hemp-derived products to provide the desired "buzz without the booze."

Building Soberish: Strategy and Execution

Defining the Brand

Soberish is positioned as a marketplace catering to individuals seeking non-alcoholic alternatives. "Soberish is a marketplace soberish.com we're for anyone on a sober ish journey," Kim [04:39] explains, detailing their range from non-alcoholic wines and spirits to hemp THC/CBD-infused products.

Organic Growth Through Social Media

Kim attributes the brand's impressive growth to her strategic use of social media, particularly TikTok, Instagram, and Facebook. Without allocating budget to ads, she focused on creating relatable and engaging content that resonated with her audience. "We've done all of this without ads," Kim [07:46] proudly states, emphasizing the power of organic reach.

Viral Content Creation

Understanding the anatomy of a viral video was crucial to Soberish's success. Kim shares, "You have to be relatable... the less edited content does better" [09:03]. Techniques such as grabbing attention within the first three seconds, embedding engaging hooks, and fostering interaction through comments were pivotal. For instance, her viral video of a pyramid pour garnered over 30 million views on Instagram and 20 million on TikTok by showcasing the trick upfront and encouraging viewer engagement [09:03].

Consistency and Community Engagement

Posting consistently—at least once a day, sometimes twice—and engaging directly with comments and influencers played a significant role. Kim mentions, "I have scripted videos and I lean on around 20 of those per month" [14:16], highlighting the disciplined approach to content creation. Additionally, interacting with influencers and leveraging user-generated content helped amplify Soberish's presence.

Overcoming Challenges

Navigating Platform Restrictions

Despite the legality of their products under the 2018 Farm Bill, Soberish faced hurdles with social media platforms categorizing their offerings as cannabis-related, leading to frequent ad flagging. To counter this, Kim coined the term "giggle grass," which resonated with her audience and differentiated their branding [22:01]. "It's more fun than wheatgrass," she notes, adding a playful and memorable twist to their product nomenclature.

Maintaining Authenticity on Reddit

Venturing into Reddit presented its own set of challenges due to the platform's stringent policies against perceived inauthenticity. However, Kim found success by genuinely engaging with communities, such as golfing groups, and seeking input for product development. "I was able to talk a little bit about what they wanted" [24:00], illustrating the importance of authentic interaction over overt promotion.

Growth and Future Plans

Expanding Product Lines

While Soberish predominantly resells other brands (with over 300 products on the site), they have developed their own proprietary products like the Soberish Drops and Soberish Shots. These products cater to consumers seeking convenient and familiar formats to incorporate non-alcoholic options into their lifestyles.

Exploring Retail Opportunities

Looking ahead, Kim sees potential in expanding into retail, though she remains committed to the direct-to-consumer model for its superior margins and customer ownership. "Direct to consumer, you can't beat that... lean into what's working" [25:12].

Leveraging Paid Advertising

Having built a solid foundation organically, Soberish is cautiously entering the realm of paid advertising. However, recurring issues with ad platform compliance remain a concern, making the transition to paid channels a delicate endeavor [20:36].

Innovative Marketing Tactics

Kim continues to innovate in content marketing by reusing and repurposing content across various platforms. "Use and reuse content. Don't overthink things" [26:33], she advises, emphasizing efficiency and adaptability in content strategy. Exploring new avenues like Pinterest and doubling efforts on Reddit are also part of their growth tactics.

Key Takeaways and Insights

Consistency is Crucial

Kim's journey underscores the importance of consistent presence and engagement in building a loyal customer base. "I'm constantly just showing up in front of these customers" [19:53], she asserts, highlighting the cumulative effect of persistent visibility.

Authenticity Resonates

Being genuine and relatable, both in content and interactions, fosters trust and community among consumers. Kim's approach of speaking as if to a friend and incorporating personal elements into her videos has been instrumental in creating a strong brand identity.

Adaptability and Learning

Kim's ability to pivot—whether from hospitality to tech or navigating social media challenges—demonstrates the value of adaptability in entrepreneurship. Her willingness to experiment, learn from feedback, and iterate on strategies has been pivotal to Soberish's success.

Leveraging Organic Channels

Building a brand without ads is not only possible but can be highly effective when leveraging the right organic channels. Kim's mastery of social media algorithms and content trends showcases the power of organic growth in the DTC landscape.

Notable Quotes

• Kim G. [00:00]: "If they don't share it with their best friend, with their mom, with their kids, then maybe I don't put my energy there."

• Kim G. [02:13]: "My journey really started... we had a baby, a business."

• Kim G. [09:03]: "You have to grab the audience's attention in the first three seconds."

• Kim G. [14:16]: "I have scripted videos and I lean on around 20 of those per month."

• Kim G. [22:01]: "The giggle grass got me... it reminds me, just like wheatgrass but more fun."

• Kim G. [26:33]: "Use and reuse content. Don't overthink things."

Conclusion

Kim G.'s story on Episode 485 of the DTC Podcast is a testament to the power of ingenuity, consistency, and authenticity in building a successful DTC brand without traditional advertising. Her ability to navigate diverse industries, leverage organic growth channels, and maintain a genuine connection with her audience offers invaluable lessons for entrepreneurs aiming to scale their businesses in today's competitive ecommerce landscape.

For more insights and a deeper dive into building and scaling DTC brands, subscribe to the DTC Newsletter and Podcast.

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