Executive Briefing

Will direct-to-consumer transform the beverage industry?

The company behind Dirty Lemon wants to change how you shop for drinks.

Dirty Lemon
Courtesy Iris Nova

One of the more intriguing modern brands is Dirty Lemon — $10 for a bottle of water! — and its parent company Iris Nova, which raised a bunch of money from Coca Cola late last year.

I walked past its “conceptual retail experience” in Manhattan’s Tribeca neighborhood the other day, The Drug Store, which led to an impulse purchase of collagen water, and a bunch of questions.

What is Iris Nova and what does it want?

What does it mean that it’s selling beverages via text message? (A fact that is often published in news coverage, without explanation.)

And, zooming out, can it change the way people discover and buy a key grocery category, with a global market size in the trillions?

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

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