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.