CPG

#272: Scout Brisson, CEO De Soi: Building Brand With Katy Perry & Taking Non-Alc Mainstream

May 11, 2023
1
 MIN
Shorts on social
Listen on every platform !
Apple Podcast Icon - Radio Webflow TemplateSpotify Icon- Radio Webflow Template
Guest Name:
Scout Brisson
Role:
CEO
Category:
CPG
Speciality:
Beverage
Company Name:
De Soi
Revenue Stage:
1-10M
Following:
1-10M
Guest Bio
Scout Brisson is the CEO of De Soi, a non-alcoholic sparkling aperitif brand co-founded by Katy Perry and Morgan McLachlan. With a technical education from MIT, Scout also brings prior experience from working in consumer packaged goods, starting her own functional food and beverage brand, and working in venture and consulting at McKinsey.

Episode Summary

Scout Brisson is the CEO of De Soi, a non-alcoholic sparkling aperitif brand co-founded by Katy Perry and Morgan McLachlan. With a technical education from MIT, Scout also brings prior experience from working in consumer packaged goods, starting her own functional food and beverage brand, and working in venture and consulting at McKinsey.

Episode Notes

On this episode of DTC POD, Scout joins Blaine to dive into the world of branding, marketing, and entrepreneurship. We talk about Katy Perry's involvement in building her flagship non-alcoholic beverage brand, as well as exploring the lasting trend of health and wellness driving consumer behavior, the importance of social media presence, and the impact of beverage sales in-store. We learn about De Soi's scrappy approach to working with brand ambassadors, finding product-market fit in their direct-to-consumer (DTC) business, and their focus on efficient and sustainable growth.

Episode Highlights


[00:03:16] Learnings from consulting generalist to startup.

[00:06:22] Katy Perry + Morgan McLachlan create De Soi.

[00:10:36] Health and wellness trends & sober curiosity.

[00:16:02] Katy's role in brand development

[00:20:03] De Soi's DTC launch, media features.

[00:24:54] Strategy: DTC, wholesale, and social media.

[00:31:40] Target audience and location for branding.

[00:34:33] Leveraging Brand ambassadors & events.

[00:37:43] Navigating fundraising and strategy.

[00:41:39] Shift to efficient, sustainable growth and profitability.


Building A Brand With Katy Perry: "It's been really important to us along the way that De Soi is its own brand. It's a brand that resonates with Katie and her personal values, whether that's celebration and fun, if it's empowerment, if it's wellness, but that it also stands on its own because at the end of the day, it is De Soi."— Scout Brisson 16:02


Could Alcohol Disappear Forever?: "Our consumers have they've gone to almond milk and then to oat milk and then back. They're looking at all of these decisions across the board of things that they're consuming or that they're buying, and they're saying, what is the better option? And so when you look at people talk a lot about, at least in my bubble, right, that Gen Z is a generation that just drinks so differently than even millennials or our parents generations. But I'd say millennials and Gen Z are driving this trend of people just drinking less and less every year."— Scout Brisson 10:36


A Nightmare Trend For Booze Companies "but knowing that you want something that feels really indulgent in the moment, but you're pairing this inner and outer wisdom of okay, I want something that tastes really good, hits that sweet tooth, feels very satisfying, but is also going to make me feel physically well afterward."— Scout Brisson 4:00

Shownotes powered by Castmagic

Episode brought to you by Finaloop, the real-time accounting service trusted by hundreds of DTC Brands. Try Finaloop free - no credit card required. Visit finaloop.com/dtcpod and get 14 days free and a 2-month P&L within 24 hours.

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Scout Brisson - CEO of De Soi
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated

Episode Transcript & Castmagic Chat

John Carter - Radio Webflow Template
Ramon Berrios
Founder and CEO at Trend
Facebook Icon - Radio Webflow TemplateTwitter Icon - Radio Webflow TemplateInstagram Icon - Radio Webflow Template

Ramon has Co-Founded Trend. It is a curated marketplace of creators and brands. We help brands source high quality custom content. We love working with new, innovative companies that are changing the game.

John Carter - Radio Webflow Template
Blaine
Co-Founded Seated,COO at Omnipanel
Facebook Icon - Radio Webflow TemplateTwitter Icon - Radio Webflow TemplateInstagram Icon - Radio Webflow Template

Blaine Bolus is the Co-Founder of OmniPanel, the first software platform connecting CX & Internal teams.OmniPanel, backed by top Silicon Valley VCs, is building software infrastructure that powers cross-functional work, in an industry projected to be a $641 Billion Market in 2022.