As markets become increasingly competitive, independent and innovative brands look towards building solid foundations that enable them to successfully break through the threshold of commercial success and into the realm of becoming modern day icons for their consumers.
For Robert J. Tushinsky, Founder of 2XL Swagger Brands, creating unique spirits has been a lifelong passion. Mr. Tushinsky has been successful at overcoming multiple obstacles in his quest to bring enhanced intimacy adult beverages of the highest quality to the masses, and building a thriving business throughout the process.
Painstakingly infused with exotic herbs, his flavorful and captivating his and hers vodkas have shifted the paradigm within the spirits industry, exposing consumers, distributors and investors alike to a new and improved way of enjoying intimate moments, perfectly enhanced by delightful potions created by Mr. Tushinsky who followed his inspiration and earned a place amongst the great American entrepreneurs of his generation.
I recently interviewed the accomplished impresario with the hope of gaining a deeper understanding of the business strategy behind the brands that have captured the hearts and palates of Americans from all walks of life.
Here is what he shared with us:
Where were the first bottles of EasyRhino and PinkKitty ever sold?
We launched the Brands in Austin, Texas back in August 2016. The first off premise (retail) Account that picked us up was Oak Liquor Cabinet and Raju has been supporting us ever since and the first on premise (bar) to offer PinkKitty and EasyRhino to their patrons was a very popular spot on the famed 6th St. area in downtown Austin, the Gatsby.
What are some of the states where your brands have their biggest fans? Where do you get the most orders from?
Since we started selling online, DTC (Direct to consumer), back in December we’ve seen the kind of market acceptance one can only dream of.
The love we’ve been receiving throughout the 33 states we can ship into through our fulfillment partner SpeakEasy Co., Well it’s been pretty amazing! In the six months we’ve been selling online we see a 28% CTR and an astonishing 7.98% conversion rate. Our top 10 markets (in order, based on more than 80 orders per month) Are California, Texas, Florida, Colorado, Washington, Georgia, Oklahoma, New York, New Jersey and Nevada.
What would you say are some of the factors that have attracted investors to your brands?
Raising capital in the early stages was tough because not everybody I approached saw the opportunity, but now that we have proven that the brands have legs like a thoroughbred, especially in the past six months it’s become much easier. I think what makes 2XL attractive to investors today is:
A) We prove that there is a market demand for PinkKitty and EasyRhino.
B) As that market continues to grow, they can now see a tremendous ROI only seen by the unicorns in the spirits industry. Yes, I said it. My brands are unicorns!
C) And our passion to change the drinking experience for consenting adults. After all, like my father was to the electronics industry, I’m a game changer.
What are some of your brands’ business goals for 2022-2023?
We look to build up the brands on and off premise presence in the key states we are currently focusing on (California, Florida and Texas) and by 2023 expand into others like Nevada. Everybody tells us PinkKitty and EasyRhino belong in the “city of sin“.
Would you say that more people are buying spirits online now than one or two years ago?
I personally can’t answer that from experience because we’ve only been selling online for the past six months but statistically yes, the spirits industry has only been permitted to sell online DTC for a few years and online sales have grown exponentially but it was also aided by COVID. The true test is to see if it continues during this recession because the cost of shipping can be higher than driving to a liquor store.
