Four Months In and Finding Our Groove

Four months in, Yep already feels like it’s finding its stride. We’ve sold over 250 cases, are in 40 retailers across Greater Philadelphia, and we’ve jumped into two farmers markets plus special events like the Look Around Festival, the Main Line Music Fest, and nights at Fort Mifflin. The response has been incredible.

What Changed: From “Get on Shelves” to “Create Demand”

At launch, the plan was simple: get on shelves, build distribution, and grow from there. It made sense on paper, but by the end of our first month it was clear that wasn’t enough. We opened 20 accounts in June without a real framework. Retailers were too spread out for us to properly support them. Sampling events were scarce. We had no event presence, which was a big miss for a brand built to be tasted.

Yep isn’t just another drink sitting in the cold box. It connects when people taste it and hear the story behind it.

Learning by Doing (and Asking for Help)

I’ve worked in IT, finance, printing, and art. What I didn’t have was direct experience in the Pennsylvania alcohol industry. July was stressful with lots of questions and plenty of mistakes. For helpful insight, I leaned on my network. Three people with a decade or more of industry experience shared their playbooks and answered my questions. That advice reshaped how I approached account support, events, and retailer relationships.

Most of July was about refining the strategy. August was when we started to make the shift. By September, the results were clear: our best month yet.

The Playbook That’s Working

1) Double down on current accounts

Instead of chasing only new accounts, we focused on the partners who already believed in us. We built stronger ties with their shoppers through tastings and conversation, helping customers feel connected to Yep and giving retailers a reason to keep us on the shelf.

2) Lead with tastings and events

Farmers markets and local festivals put cans in hands, build buzz, and guide nearby shoppers to a where to buy Yep in PA option. Demand first, distribution second. The Look Around Festival, Main Line Music Festival and Farmers Markets events proved this point. The energy and feedback from people trying Yep for the first time is awesome.

👉 Check out all of our events on our Event Calendar

A Quick Case Study: Conshohocken

Back in July, I reached out to the Conshy Farmers Market, but they were already full. Later, the organizer reached out about four open dates and I jumped on it. The first appearance was strong. The next step was obvious: make it easy for shoppers to find Yep the next day. That led us to Conshohocken's go-to distributor, A. Piermani & Son. Customers had already started asking at the market, so it lined up. Farmers market, check. Go-to retailer, check.

Next up: bars and more events!

What We’re Learning About Momentum

Strategy is only half the battle. Execution and alignment move the needle. When product, plan, and connection line up, momentum follows. Tastings create first sips. First sips lead to purchases. Purchases lead to reorders. Reorders attract new accounts who see velocity.

Short version: do more of what creates pull, then make it easy to buy nearby.

What’s Next

I've found new paths for success, but this is by no means winning yet. We're still early and there's a lot of work ahead to build something lasting. The next steps include growing the Yep team, finding a location and more flavors.

We're looking for motivated sales reps and brand ambassadors to help spread Yep across southeastern PA and keep the momentum going. Shoot me an email at johnny@drinkyep.com if you or someone you know is interested!

I've also recently partnered with Phoenixville's Shyft.media and I'm very excited about what we'll create together. From fresh content to new ways of telling the Yep story, there's a lot more coming soon that I can't wait to share.

We'll keep focusing on what works: more sampling, more events, and more authentic connections with people who enjoy a clean, non-carbonated margarita with real tequila and real ingredients. At the same time, we'll expand the map thoughtfully and continue supporting the retailers who support us.

🤙, Johnny

Find Yep near you!

Check out our Event Calendar!