Dirty Lemon takes its products into the real world

11 : 07 : 2017 Drinks : Wellness : Retail

New York – The brand has launched a pop-up bar to introduce consumers to its full range of drinks.

The Drug Store by Dirty Lemon, New York The Drug Store by Dirty Lemon, New York
The Drug Store by Dirty Lemon, New York The Drug Store by Dirty Lemon, New York
The Drug Store by Dirty Lemon, New York The Drug Store by Dirty Lemon, New York
The Drug Store by Dirty Lemon, New York The Drug Store by Dirty Lemon, New York

Wellness drinks brand Dirty Lemon, which traditionally communicates with customers exclusively via text, has created a pop-up bar called The Drug Store, which resembles an old-fashioned apothecary, in New York’s Nolita neighbourhood. Visitors are presented with a selection of five drinks – Sleep, Detox, Skin+Hair, Clarity and Energy – and two shots, all of which tap into the wellness zeitgeist with ingredients such as dandelion root for improved liver and digestive system function, and activated charcoal for its detoxifying properties.

The space enables Dirty Lemon to gather consumer data on customers’ preferred flavour profiles, which will be used to develop future blends.

‘We want to build awareness around the brand in a cool way, and if people come in and drink our drinks I think that is a win for the brand,’ Zak Normandin, co-founder and CEO of Dirty Lemon, tells Women’s Wear Daily. ‘Having it feel like a new restaurant makes it more approachable for consumers.’

The Big Picture

  • While opt-in marking formats such as newsletters and text messaging are a proven way to create buzz, the in-store experience offers a deeply personal level of service. For more on opt-in commerce, read our microtrend The New Letter
  • As LS:N Global explored in our Party-totallers tribe, consumers are looking for new social experiences where the focus is not on alcohol