Nick Robbin leads sales at Yerbuzz, the makers of yerba mate hard seltzer. The small team of 4 have made a product, created their first production run, and have Yerbuzz available in 150+ locations in San Diego. They were the first to market with a drink that combines the benefits of yerba mate and hard seltzer.

In this conversation, we talk about how Nick got into sales, what is Yerbuzz, who they sell to, why they decided to sell through retail stores instead of ecommerce, how to build a brand in 2021, and the key to understanding your customer persona.

GUEST

• Yerbuzz Website
• Yerbuzz Instagram
• Nick Robbin LinkedIn

PODCAST

• Safa Mahzari
• Patreon
• Alluxo Website

TERMS

• Yerba mate = an herbal tea popular in South America
• Hard seltzer = alcoholic, flavored carbonated water

TIMESTAMPS

• 0:00 - Episode intro
• 0:55 - Nick's background
• 6:38 - What is Yerbuzz?
• 10:01 - Why they prioritize retail sales
• 17:00 - Getting your product on store shelves
• 20:41 - Setting goals and scaling operations
• 24:28 - Building a brand in 2021
• 28:31 - How would you describe San Diego?
• 32:08 - Wrap up and final thoughts