Officials Utah Utes 2025 Las Vegas Bowl Champions Football Field Shirt
Today, Erewhon reportedly sells 40,000 Hailey Bieber smoothies each month and has expanded its co-branded offerings to include further celebrity-designed drinks released monthly, from the likes of Sabrina Carpenter, Emma Chamberlain and Nara Smith. Celebrities are not paid for their participation, but rather choose a charity to receive a portion of the proceeds. “In 2024, we had an incredible year, donating over $2.5 million through our celebrity smoothie collaborations,” Erewhon executive VP Vito Antoci shared on LinkedIn in January. Celebrities want to be associated with Erewhon and Erewhon wants to tap into their audiences. The results speak for themselves: when Blackpink’s Lisa’s Thai-inspired iced tea Thai Up The World was released in January, Erewhon’s TikTok announcement garnered 4.6 million views in four hours and over 20 million within a day.Officials Utah Utes 2025 Las Vegas Bowl Champions Football Field Shirt
The strategy highlights a broader opportunity for brands to turn everyday consumption into a cultural moment. There are already luxury grocers successfully replicating the formula, such as Happier Grocery in New York, created by those behind WSA, the New York skyrise blending food, fashion, art and culture. Brands in different spaces, too, can take cues from Erewhon’s playbook: it’s not just about selling a product, but about selling an experience, a status symbol and a lifestyle — one that consumers are eager to showcase as part of their identity. The real lesson isn’t just about smoothies, it’s about crafting desirability and community in a way that makes people want to buy in — and share it.
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