Gen-Z Opps: Swig taps first-ever CMO, surpasses FY 2022 digital spend (Score 73)

Sales Lead: One of the US's fastest-growing customized beverage brands, Swig, just named Dylan Roeder as its seemingly first CMO.

  • Swig was acquired in 2022 by The Larry H. Miller Company.
  • It also celebrated the opening its 50th corporate store in April 2023.
  • Swig also announced multi-unit franchising last year, which has spiked in popularity without any advertising.
  • The company will likely:
    • Shift strategy
    • Keep increasing spend
    • Seek new agency partners
  • Target demographic
    • Gen-Z

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: Since the beginning of 2023, Swig has spent roughly $23.4k on digital ads, already 15% more than the roughly $20.4k spent in all of 2022.
    • YTD data: The company has earned ~3.5m digital impressions YTD via Instagram ads.
    • Last year: Swig spent approximately $20.4k on this channel last year, only around a quarter of the approximately $77k spent in 2021.

Additional agency insights:

  • Opportunity: Since CMO hires often precede agency reviews, get in touch soon to remain top-of-mind.
  • Current agency roster:
    • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics.