Executive Briefing
Will direct-to-consumer transform the beverage industry?
The company behind Dirty Lemon wants to change how you shop for drinks.
By Dan Frommer on Saturday, October 26, 2019 at 7:00 am
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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