Lucky Energy's growth strategy focuses on virality & convenience stores

The Modern Retail Podcast

Lucky Energy wants to take on the Red Bulls and C4s of the world.

The company's drink line, Lucky F*ck, launched last year and has been slowly building out its distribution. It's now available in around 2,000 store doors in Texas and California and is also sold on Amazon.

According to CMO Hamid Saify, the strategy of growing Lucky Energy has been to get people's attention. Thus, the name of its product. The company has also launched some splashy guerrilla campaigns -- including a Coachella activation that involved a billboard asking people to call a phone number if they're looking for a "quick f*ck."

Saify joined this week's Modern Retail Podcast and spoke about Lucky's growth so far and its future plans.

In the early days, when Lucky's founder was distributing the beverages himself, "we just started seeing really crazy velocity because people were just leaning in and [were] like, 'What is this thing?' Saify said.

Now, the focus is to continue that momentum. This includes launching in more convenience stores over the next year, as well as expanding to new regions like Florida.

For a beverage brand, the best early-stage growth strategy is focused on getting people to try the beverage. That's why Saify is so bullish on convenience stores.

"I would say our first-year approach is: we really want to start making a ton of inroads into C-stores," he said.