This episode explores the journey of Nowadays, a THC-infused spirits brand, from its viral beginnings to establishing a sustainable business model in a challenging, regulated industry. Justin Tidwell, the founder and CEO, recounts how an initial viral TikTok video led to a million dollars in revenue within 90 days, prompting a shift from a "pet project" to a serious business. Against the backdrop of navigating marketing restrictions and consumer education, Nowadays focuses on the benefits of their product, such as providing a buzz without the negative aftereffects of alcohol. More significantly, the company leveraged early direct-to-consumer success to build a profitable base and an email list of 500,000 subscribers, which in turn fueled their expansion into wholesale distribution. As the discussion pivoted to paid media, Justin highlighted the importance of content freshness on platforms like Meta and the potential of AppLovin due to its less restrictive policies on THC products. For instance, Nowadays emphasizes compliance and consumer safety, ensuring ID verification for all purchases. Ultimately, Nowadays aims to be a leading brand in the functional beverage category by prioritizing brand building, product quality, and proactive engagement with regulatory frameworks.
