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 50^th 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.