GTM Channel Discovery: DTC Beverage Brand

A new consumer beverage has to build demand people do not yet know to look for, while also landing wholesale stockists. The team needed to know whether social, search or outreach drove real sales and retail interest, before scaling spend behind any of them.

• +Split five channels: consumer demand across Meta, TikTok, influencer content and Google; retail stockists through outbound
• +Measured consumer channels to purchases, not clicks or reach
• +Tested whether category search existed yet for a novel functional drink
• +Read the retail side on stockist conversations and trials

• +A ranked read on which channels drove consumer purchases
• +A clear split between the demand channels and the wholesale channel
• +The reason a discovery product leans on social, not search, early on

• +Meta, TikTok and influencer content won on demand. People discover a drink like this rather than search for it, so content from creators is what drove the trials
• +Google stayed thin early. Category search barely existed, and only branded terms converted
• +Outbound won for retail: buyers at stockists answered a direct, specific pitch

This is a representative, anonymised composite of a go-to-market engagement. The client is described by what it does, never named, and the channel results illustrate the pattern we found rather than one account's exact figures. Each study reflects real engagement structure: channels were tested in parallel and measured against qualified pipeline, not vanity metrics. Talk to us about your channel mix.