Turning a music brand into a beverage…
During a recently business trip to New York City, Cole Bennett and Lil Jake of Lyrical Lemonade stopped by the VaynerMedia headquarters for a meeting with the man himself, Gary Vee. Their talk started with a general conversation about the conception of Lyrical Lemonade, dating back to Bennett’s high school days as a blogger and show promoter in the city of Chicago.
Ten minutes into the meeting Gary posed a simple question by asking, “Is there anything I can help with?”
With the advice and mind of a multi-millionaire at his disposal, Cole seized the moment by pitching an innovative concept: actual Lyrical Lemonade.
“I had a loose idea,” he said. “Our company is really big in terms of what it is. The merchandise has so much demand because it’s exclusive; so I think it’d be crazy to make actual Lyrical Lemonade. Even just a small run to show that the demand is there.”
Vaynerchuck ate up the idea and immediately showed interest by saying, “I think it’s a really good idea. That’s a big business. A beverage business is big. You probably don’t understand at this young of an age how much successful beverage businesses are worth. It’s a two man game with Pepsi and Coke; they don’t want anyone entering,” he explained.
Cole reiterated the demand for a physical Lemonade product saying, “Once it becomes something tangible, it takes everything to a whole new level,” he continues, “The first round of everything should be sold through a web store, just to gauge what the potential of it is.”
To gain more insight into the possibility of a physical carton of Lyrical Lemonade, watch Gary Vee’s full conversation with the Chicago team below.