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Not only are they engaging with us in great conversations across social media channels, they are also our critics, so being sincere is critical. Sachs highlighted the example of the Fiji Green marketing campaign, where consumers quickly learned that Fuji’s practices weren’t "green" at all.
Pointing to a beverage industry metric called ACV (for all-commodity volume) that represents the total annual sales volume of retailers, Cessario said that Fiji water has 90% ACV whereas Liquid Death was approaching just 9% at the end of 2021. ”For a lot of food and beverage brands, Amazon is often their biggest sales channel.”
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