- Company Name: Happy Dad
- Founded: 2021 (in the US), 2024 (in Canada)
- Location: National presence in Canada
- Industry: Alcoholic Beverages (Seltzer)
- “One of the things we do with Last Call Analytics (LCA) is to look at where did we have the great success with the brand from the get go, and how can we duplicate that success in those same accounts, utilizing both where we had success and where we could have improved upon our success. And LCA will allow us to kind of look at both those things simultaneously, so we can kind of put a much bigger plan of attack together this year to ensure we're succeeding in those stores we succeeded in and improving those stores that maybe we struggle a little bit more”
CLIENT OVERVIEW
Happy Dad is a rapidly growing seltzer brand that has quickly established itself as a major player in the alcoholic beverage industry in the US. Known for its strong social media presence and unique branding, Happy Dad launched in Canada and quickly became a national brand within a year.
BUSINESS CHALLENGE
As a new entrant in the Canadian market, Happy Dad faced several challenges:
- Rapid national expansion: Launching across multiple provinces in a short timeframe.
- Market differentiation: Standing out in a crowded RTD (Ready-to-Drink) category.
- Data-driven decision making: Establishing effective sales strategies and territory management without historical data.
THE WINNING SOLUTION
Happy Dad partnered with Last Call Analytics (LCA) to address these challenges:
- Territory Planning: Used LCA data to determine optimal sales team structure and territory allocation.
- Performance Tracking: Implemented LCA’s CRM tool for real-time sales reporting and data analysis.
- Strategic Objective Setting: Utilized LCA’s objective tracker and account call questions to set and monitor KPIs.
Real Results, Real Impact
Since implementing LCA, Happy Dad has seen significant benefits:
- Successful National Launch: Achieved presence in all Canadian provinces and territories within months.
- Enhanced Sales Strategy: Improved ability to track and analyze sales performance across different regions.
- Data-Driven Innovation: Using LCA insights to plan successful product launches and expansions.
FULL STORY
Happy Dad: Leveraging Data-Driven Insights to Dominate the Seltzer Market
In the competitive world of alcoholic beverages, Happy Dad has emerged as a disruptive force, rapidly expanding its presence across Canada and captivating consumers with its unique approach to hard seltzer.
From their signature variety pack featuring watermelon, pineapple, cherry, and lemon-lime flavors to special collaborations like the Snoop Dogg-endorsed grape flavor, the brand consistently pushes the boundaries of the seltzer market. Kevin Douglas, National Director Sales Strategy & Eastern Canada, elaborated “We are low carb, low calorie, and low sugar at 100 calories [per beverage].”
Since launching in Canada in February 2024, the brand has rapidly established a national presence, entering multiple provinces within months. Their growth strategy combines a dedicated in-house sales team and strategic partnerships with local agencies, driving them to become the fastest-growing brand in North America and securing the 13th spot on LinkedIn’s top 50 brands to watch.
Central to Happy Dad’s success has been its partnership with Last Call Analytics (LCA). From the outset, LCA’s data-driven insights have been instrumental in optimizing territory planning, performance tracking, and strategic objective setting.
The implementation of LCA’s CRM tool and objective tracker has transformed how Happy Dad monitors its KPIs and manages account relationships. The team leverages the objective tracker in conjunction with account call questions to gather relevant information during customer interactions, allowing for a more targeted and effective sales strategy.
The impact of LCA on Happy Dad’s operations has been significant. The team now tracks sales velocity with precision, quickly identifying performance drops in specific locations. This data-driven approach has enabled Happy Dad to maintain its rapid growth trajectory while ensuring consistent quality across its expanding distribution network.
Douglas explains this approach:
“For example, if I look at golf courses and how we performed, we can then create a specific sell sheet showcasing our performance from last year. This would highlight our success in that segment and give our team a strong, tailored tool to support sales efforts this year.”
Happy Dad’s success story exemplifies how embracing data analytics can transform a beverage brand’s trajectory. By leveraging LCA’s powerful tools and insights, Happy Dad has not only established itself as a significant player in the Canadian seltzer market but has also positioned itself for sustained growth and innovation. As Kevin Douglas and his team continue to refine their strategies and expand their reach, one thing is clear: in the world of craft beverages, data is king, and Happy Dad is wearing the crown.
ABOUT LAST CALL ANALYTICS
Last Call Analytics (LCA) is a sales analytics platform designed to help beverage companies optimize performance across all sales channels. It provides key insights into sales tracking, market benchmarking, and distribution expansion by analyzing data across retail channels. With features like CRM integration, data visualization, and SKU tracking, LCA enables companies to compare sales performance, identify market gaps, and make data-driven decisions to improve product distribution and sales strategies. Ideal for sales and marketing teams, LCA helps brands enhance retail relationships, optimize product portfolios, and drive business growth.
Last Call Analytics is a powerful sales data analytics and visualization platform that empowers frontline sales teams and managers to identify opportunities to improve sales and profitability.