Marketing Happy Hour - Yes Way Rosé's Playbook for Building a Lifestyle Brand | With Co-Founders Erica Small and Nikki Huganir

Starting point is 00:00:00 Welcome to Marketing Happy Hour, a weekly podcast helping marketing professionals and entrepreneurs build better strategies and hit career goals. I'm Cassie and I'm Allie. We're marketers and your hosts through these unfiltered convos with your peers and experts in the space. Let's dive in. Grab your favorite drink and let's get to this week's episode. So today we are joined by Erica Small and Nikki Hugeneer founders of Yes. Way Rose. I have to say this is a brand. Allie and I were talking about this. This is a brand that has been on my list for years to just have someone from your team on the show. So I'm so honored that your team reached out and that you guys are here today. So thank you so much for joining us. We're so stoked to have you. Thank you so much for

Starting point is 00:00:46 having us. Of course. Yeah. So I got to ask, we always kick off with what's in your glass lately. And I want to kind of spin this question a little bit and just hear, you know, what yes way Rose products are you both personally loving right now. I'm drinking are the new vintage of our delicious dry rosé from the south of France. Always a classic. And I'm drinking our cans of Gesser Rose, French rosé in a can. It's now July. So it's really, you know, always have to have the cans chilling, super dry and refreshing

Starting point is 00:01:25 and exactly what I want, you know, the end of a summer day. Yeah, absolutely. Ali and I have both been loving the cans too. We live in Florida and so it's perfect for a beach day, just throwing them in our bag. We were talking off record that we love Publix and that's definitely where we usually will get our cans and really everything Yesway Rose. So absolutely love it. So please check it out if you have not already. But before we dive into the conversation, we'll love to hear from both of you. You know, if you don't mind, introduce yourselves. Let us know a little bit about you and then, you know, how did Yesway Rose start? I am Erica Small, co-founder of Yesu-Rose.

Starting point is 00:02:07 Prior to starting Yesway, I worked in media and fashion, was a fashion editor and writer for several years. And Nikki and I created the brand together, which we can get into. We both oversee marketing and I oversee brand voice and partnership. We both work on innovation together. I'm Nikki Huganeer, the other co-founder. And prior to starting Yesper-Rose, I was a art director and graphic designer for magazines and fashion brands. And I oversee all things design and visual for Yesper Rose, along with just working with Erica on everything marketing. And fun fact, Erica and I met when we were kids.

Starting point is 00:03:05 So I'll let her get into the whole backstory, but we've known each other for a long time. Yeah, so we started the brand first in 2013 as a social media account and lifestyle brand before we ever made Rose. Nikki and I grew up together. We met in middle school, always friends. And we reconnected when we were both living in New York. And we ended up working for the same magazine. And we were working together and then hanging out all the time. And we never had a go-to drink.

Starting point is 00:03:40 We'd go out. I'd order the house red, Nikki the house white. We never knew what to order. Hated being around a wine list. And then at some point probably we think it was at a fashion party. We discovered French rosé. and to say that it completely changed the trajectory of our lives would be an understatement. So we loved this wine so much, like the taste and that it was from the south of France, this beautiful pink color.

Starting point is 00:04:09 But there were no brands that we connected to or anything that really reflected how we felt about the wine. So we started our social media handle and our lifestyle brand, our first, product was a tote bag that we called a totee and Nikki designed the logo for it. And it was sort of used to promote our social media account and also introduce this lifestyle brand. And so we grew the lifestyle brand for a while. Meanwhile, we were learning everything we could about rosé so that we could eventually launch yesterday Roseanne as the wine brand that it was always meant to be. And in 2018, the first vintage of Yesi-Rose hit stores. And now we're a national wine brand focused on making great tasting French rosé, rooted in friendship and

Starting point is 00:05:08 culture and how people actually drink today. Absolutely love this story. It's so wonderful to hear that you started as friends and your relationship has just grown in terms of the areas that you were focused on in fashion and design. I'm so curious, how much did your backgrounds in those industries kind of helped shape what the brand became? Definitely shaped it a lot. I think Erica's background in fashion and media really shaped how we approach storytelling and brand building from the beginning.

Starting point is 00:05:42 She had spent years writing about trends, emerging brands, and understanding why certain things resonated culturally. So when we started, she knew instinctive, that there was something about what we were doing that was different and that didn't exist. And she really had this vision and saw an opportunity to push things forward that I didn't necessarily see right from the beginning. And then my background of design, obviously, I was able to kind of take that vision and make it more tangible, give it like a look and a feel that felt fresh and different and immediately recognizable. And so we kind of always

Starting point is 00:06:22 approached it as a lifestyle brand because that's what we knew from our work experience. And back into kind of the themes in terms of it feeling more like a lifestyle brand versus kind of a traditional wine brand that you kind of see on shelves. So you know, you've always leaned into creativity, culture, your friendship. Why do you think those themes were so important for you both to land at the beginning? This is more intuitive and organic for us than super intentional in the beginning. I mean, we started the brand with $100 each to make our tote bags, and we were going off of this feeling we had and something that we were really experiencing together as friends. And we didn't have backgrounds in wine or, you know, we weren't like, oh, we need to go out and get

Starting point is 00:07:13 funding to create this wine brand. We saw this as our opening in a way to establish ourselves as a voice in the wine industry and as credible. So building the community and the lifestyle was our path to doing this and just what felt innate to the brand and organic. And it really spoke to our friendship and what we were doing at the time. So everything we did with the community building and the content was infused with humor and friendship and was really relatable. And all of that was, you know, built into the DNA of the brand from the beginning. And so when we did launch the wine, the brand was fully formed. It was like we had created this wine brand without the wine. And then we needed to get the wine made. And we wanted it to be, you know, we're very

Starting point is 00:08:07 specific about what we wanted the wine to be. But the actual, you know, DNA of the brand was already formed. Yeah. I love the way that you guys crafted this kind. because I feel like creating a lifestyle brand around a product is always such a challenge for businesses. And it's it's such an aspiration, right? Because it allows the consumer to kind of figure out how this brand fits into their own lives. And it creates this like really interesting brand connection. So I love how you guys built that first. And then the product came after. I'm sure that's been, you know, super beneficial for brand building, I can imagine too. Yeah, I just want to add that something about when we launched in the lifestyle in 2013 was Rose was not ubiquitous yet.

Starting point is 00:08:58 It wasn't on every menu. And we saw this opportunity to have Rose A be everywhere. We really wanted Rose A to be available at the bars we went to, when we went to sporting events. We thought they should be served at weddings. We're like, why can't we have a glass of Rose at wedding? So that really became our mission, a really fun. mission and one of the motivations we saw this opportunity and we didn't know yet how we would be able to do it as a wine brand but we took the steps that we needed to to develop the brand yeah absolutely

Starting point is 00:09:39 so i i want to kind of talk through um non-alc a little bit which you know you just mentioned rosé wasn't exactly everywhere when you guys were getting started, which is so funny because I feel like it is very, very popular now. And same thing with non-alc, right? Like a few years ago, there were a couple products on the shelves and now most alcoholic brands are making a non-alc category, which is awesome. It's a lot more inclusive, of course, and just gives consumers options. We've had Jackie from Bureau Brewing on the show quite a few times. And so we love diving into this space. And it's been so interesting to learn more about how much it's grown and just stoked to talk through you know how that has looked for you in the wine industry as well. So why did you feel like

Starting point is 00:10:27 now is kind of the right moment for you all to make the move into the non-out space? And what did you feel was missing in that category that you wanted to create yourselves? Yeah, this is one we're really excited about. We've been talking about it for a couple of years, watching the market, you know, seeing, we were seeing the changes. We're seeing the change in consumer habits, like people drinking more in moderation. We were talking about whether it made sense for us and how we would do it. We didn't obviously want to just like slap something together just to do it. And then last year, it's just so happened that Erica and I both were pregnant at the same time. So it kind of was just like, ah, this is our moment. This is, you know, we were both really craving

Starting point is 00:11:16 the same thing that that experience that we get the what we know and love about rosé couldn't find anything so we decided to make our own the crisp french rosé we know and love just sans alcohol um so we spent a long time getting the product right and so we could really deliver on the taste and experience um it's made in the south of france like our other rosé with the same grapes um The baseline is a little bit more robust because in the de-alcoholization process, you do lose a little flavor. So you kind of have to like beef it up a little bit to then pull it back. But yeah, it's really delicious. We've been getting amazing feedback.

Starting point is 00:11:58 I think there's not a ton of good options, especially in the non-sparkling world for non-alcoholic wine. And so we're very proud of what we've been able to accomplish so far. I'm really excited. It just launched in public. So you guys have to check it out. It's awesome. It just opens up a whole new runway for new and different consumers as well, right? So it could be your existing consumers that are utilizing it and you're getting access

Starting point is 00:12:31 to a whole new bucket of consumers. So I just love that. And I'm so curious to hear about some of these. recent successful brand marketing campaigns you've had. Obviously, we talk a lot about campaign strategy on the show, but I'm so curious to hear about why you're activating IRL, how you're doing, you know, kind of your billboard strategy like in New York with Bottle the Feeling, but also similar to what you did on the boats in Miami this year. Tell us a little bit about some of those campaigns. Yes, we're big believers that brands don't, you know, can't only exist on screens.

Starting point is 00:13:07 Rose, specifically is something that you enjoy in real life. It's, you know, part of that being with your friends and enjoying the magic of summer. So that's what the bottle of feeling campaign is really about kind of like that feeling that you get in those magic moments. And those moments exist in real life. So being on the billboards in New York, which is where the brand started and where we lived for a very long time was like a huge amazing moment for us. And then taking that to the boats in Miami this year, obviously a huge kind of bottled-appealing city, if there ever was one. So I think showing up in the places where people are living those moments has been really fun. And like, it's a really important part of

Starting point is 00:13:56 what we want to continue to do. Yeah, for sure. And one thing that I would love to ask to, you know, both Genzi and Millennials are just obsessed with experiential lately. is as you mentioned, you know, just touching and feeling product in person, actually tasting the product as well. And the way that we're marketing to Gen Zin Millennials has shifted and just kind of evolved so much recently. So I would love to hear from you all, you know, how has your approach looked for marketing to those two groups?

Starting point is 00:14:29 And is it different between the two? Are you guys trying new things to engage with those groups more? I would just love to hear a little bit about that. Yeah. We have a, we have actually, yeah, but we say liquid to lips of people trying the, the wine is so important. And there is a big focus for our brand to have people be able to try the wine in the, at the right places. And places that, you know, they'd be going with their friends and, you know, that are also have, relate to the brand and are culturally relevant. So that is a big priority for us this summer.

Starting point is 00:15:04 And we also, we actually have a bunch of really. great events and things that we're tapping into in the coming weeks. And we can't wait to talk about it, but we'll share on our socials. And so that's a big priority for us and moving forward because it really is important, as Nikki said, not to just exist on social. It's not the same playbook anymore. And we know that. And we're really excited about that because it is a social brand. And we want people to put their phones down, have a nice glass of Rose, really experience, you know, being with their people. So in terms of Gen D versus millennial, we, we think there's a lot of overlap between the two and we try to find that sweet spot between them. So maybe it's doing

Starting point is 00:15:58 more TikTok, which we're doing, but we know that millennials are there too, you know, tapping into some younger influencers or partnerships with brands who might appeal to a little bit of a younger consumer. But yeah, it's really that sweet spot between the two that there's that we find is, you know, the sweet spot for us. And we find that the more relatable we are, the more, you know, we're speaking the language of the consumer, the better we do. So we just, you know, try to stay focus on that and stay authentic to who we are. Yeah, absolutely. You mentioned influencer as well. I'm just curious, you know, I know there's a lot of different parameters around that when it comes to running an alcoholic brand. But outside of that, just curious, your approach to working with

Starting point is 00:16:49 influencers, you know, how do you guys typically vet? How do you, you know, build campaigns? Just curious on what you've learned over the years of working with creators overall. Yeah, I mean, we prefer working with people more, you know, multiple times. I think building a relationship speaks more to the, you know, a stronger, more authentic relationship than one-offs. So, you know, you, you often have to work with someone once to see, but, you know, if it's a good fit. But we, we are much more focused on thinking about things in terms of long-term relationships with, you know, Anyone who's influential, people who are not just influencers, but are, you know, influential in other ways or things like that. So, yeah, we want to work with people who really love the brand and want to show up with it in all sorts of ways and would serve it at their events and share it with their friends, do a post about it, that it feels, you know, like a natural part of their life.

Starting point is 00:17:58 Yeah, I love that for sure. You know, as we're sitting here in 2026, too, I would love to hear, you know, if you both were starting Yes Way Rose today, what would you do the same that you did when you originally launched and what would you possibly do differently? I wouldn't change much, to be honest. It was a really good idea at the right time and has been, you know, one of the most amazing things, definitely one of the most amazing things in my life. And, you know, our friendship, people were like, oh, this is never going to work, being, starting a business with your friend. But we have proved everyone wrong and we always thought about it as sort of like creating a new kind of heritage brand where it is founded and created by friends, not what's more traditional in wine, which is, you know, family, the past as an generation, a new kind of family.

Starting point is 00:18:52 So it's really been such an amazing thing for us. I would say if I had to change anything, it's buttoning up things legally before we launched. When we first put our brand out on the internet, we were starting to, trying to establish ourselves as a brand, but it wasn't known yet. It kind of came across as a meme, our logo that was shared a million times over. So the logo was bigger than we were at the time. And we had to retroactively deal with that, even though we had already been selling it on products. So it makes it better to handle it beforehand.

Starting point is 00:19:36 I mean, we were like felt this huge sense of urgency. And we didn't know at the time. Like, I didn't even know what a meme was. So this is something that you live and you learn. And just to button up. intellectual property and trademark stuff before you go live. That's actually really good advice. Yeah, exactly.

Starting point is 00:20:01 That's such good advice. I'm curious. So we're in the second half of 2026 now. And as you look at what's coming for Yesway Rose in the end of the year and 2027 and beyond, what are some of the things that you're excited about that you can share? We're really excited, you know, for some things we have going on the rest of the summer. some events and really, you know, big cultural moments that we're going to be a part of, but also switching into Yesway Game Day, which is something that we're really excited about.

Starting point is 00:20:33 And we introduced last year, you know, Yasser Rose is, you know, very much rooted in culture. And the things that we love, just beyond wine and sports is one of them. And we know our consumers really into it, too. And it's a great occasion to gather. with your friends and watch the game or maybe you're not watching the game and you're just want a glass of rosé you're not a beer gal so we've been tapping into that and we have some you know really exciting things we really focus a lot on retail because that's where the majority of consumers discover the wine so we'll be showing up in retail with our yesterday game

Starting point is 00:21:17 day campaign and great content partnerships things like that and we're excited to keep growing that and the season of rosé beyond just spring summer that's awesome i cannot wait to see that rolled out i'm very very excited we'll have to look up for that on social and in publics and beyond for sure um as we close out i have kind of a fun question for us um if the four of us were hosting the ultimate yesway rose denmark party who's getting an invite and what's on the playlist. I think we have some people who are really our big supporters early on, and people who have been with us since day one, our rider dies.

Starting point is 00:22:03 So they would all be there. And I mean, our husbands came in much later to the picture, so they deserve a lot more parties than they got to be a part of. And, you know, since Cassie is a big tennis fan, and I'm a big a tennis fan, you know, I'll throw in a little Serena, a little Roger Federer, some Carlos Alcara's. This would be like my, you know, dream situation. Maybe Nikki, maybe if he could be dead or alive, she would say David Bowie, probably. So, yeah, it would be a fun mix of people and, yeah, some cool younger folks who are just getting into Rose. and can teach us all sorts of things. What would it be on our playlist? Some Charlie.

Starting point is 00:22:57 Yeah. Charlie. David Bowie, some Fleetwood Mac. We love Tom Petty. Robin. Some oldies. Oh, love Robin. It's a creams.

Starting point is 00:23:07 Yeah. We wanted to be a fun dance party, but also some bops where you can just, you know, you know all the words. Yes. I love it. I love it. Side note, I actually really love. love your idea about like just bringing in some of the top supporters and stuff for like a dinner party like just on a side note i feel like that's such a good marketing initiative event initiative

Starting point is 00:23:32 overall i'm seeing a lot of brands do that where they're bringing in you know their top fans or um whatever i actually a few years ago just interesting thoughts sparked here i went to a beckman 1802 event up in new york i want to give away and i had a dinner with the two founders um and it was fantastic and we just sat around and they shared their story and we enjoyed the products and just had a really nice meal. So I actually love this and great idea for you guys too if you ever wanted to do something like that. That's a great idea. So you won a giveaway. How was the giveaway run? Yeah. So it was with an influencer actually. And she was working with them. She was a brand ambassador for them and she was like, I'm going to pick three people to come with me. We're going up to New York,

Starting point is 00:24:22 upstate where their headquarters is. We're going to spend a day with the founders and learn about the products and go to their little shop and then have a dinner with the founders. And so it was, I will never forget it. It was such a fantastic brand experience and I learned so much as a marketer. But again, I think that that really like intimate experience with the founders really helps to understand the brand more, of course, but really creates awesome memories that I will, I always love Beekman now. That is a brand that I will always buy. And a lot of it is due to that experience that I had. Did you win? Through Instagram. Yeah. So just like, do anything like, write anything or just like, I want to do this. No, I just commented and I tagged like two

Starting point is 00:25:07 friends or what it's one of those where it's like, you know, follow the brand, follow me. And then you're entered to win this and I won it and I was flown up to New York. It was incredible. But I, you know, again, I just think that was so ahead of its time. I think that was like 2022 or something. But I'm seeing more and more brands do that where it's just like very intimate experience with people who are building the company and we're just getting really hands on time with founders and I love that idea. Yeah. Yeah. So we'll look forward to seeing. that from you guys at some point. Exactly. I love it. I love it. This is so fun. Thank you both so much for joining us. We'd love to as we close, of course, like here, where can we stay in touch with you both?

Starting point is 00:25:54 Are you guys on LinkedIn? You know, where are you hanging out and then tell us more about where we can learn more about yes way, Rose as well. Yeah. I mean, we're both on LinkedIn. Follow us. I'm not personally super active or anything. that you can follow Yesway Rose at Yes Way Rose on Instagram, drink Yesway Rose on TikTok. And you can learn more about our wines on our website, Yesfeyroze.com. Retailers were available, obviously in publics. We've talked about a lot, but also Target, Total Wine, Grover, H-EB,

Starting point is 00:26:34 and there's a full list on our website. You can put in your zip code and see where we are in there. Awesome. And then how about you, Erica, personally. Yes. I am on LinkedIn. I don't even know what my handle is, but it's definitely not. I haven't changed it to my married name. So it's Erica Blumenthal if you want to find me. And we're yes, Yasser Rose is on LinkedIn. And yeah, our yes there is a social is the best place to learn everything that's going on with the brand or sign up for our emails. That's a good place to.

Starting point is 00:27:11 Yes, we love a good email list. Awesome. We'll have everything, everything linked below. So please check out their channels and follow along. We're stoked to just see what you both continue to build. Again, yes way, Rose has been such a, I feel like, pillar brand that I've been following for so many years. And so just stoked to see what you guys have built. And we're looking forward to seeing what you continue to build. So thank you so much for sharing and I'm just grateful you joined us today. Thank you so much for having us. Thank you both. Thanks so much for listening to this episode of Marketing Happy Hour.

Starting point is 00:27:48 If you enjoyed it, make sure you're subscribed to the show and sign up for a weekly newsletter with insights and marketing resources. We also invite you to check out the MHHH collective, our community for marketers looking to connect, grow, and learn together. Check out the links in the show notes. We'll see you next time.

Marketing Happy Hour - Yes Way Rosé's Playbook for Building a Lifestyle Brand | With Co-Founders Erica Small and Nikki Huganir

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