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270: Aligning Your Brand and Product Messaging with Frankly Organic Vodka Co-founders Philip and Kristen Risk

Kristen and Philip Risk, Co-founders of Frankly Organic Vodka

Husband and wife, Philip and Kristen Risk are the Co-founders of Frankly Organic Vodka

On the show, Alan learns how they met selling luggage, how they maneuvered from sales to marketing, and what brought them to founding a vodka company. They share what’s unique about Frankly Organic Vodka and how the liquor industry is not an easy place to survive and thrive. Yet this dynamite couple is doing just fine. Frankly Organic Vodka expanded its distribution from two states to thirteen states in 2020 and will continue to grow into 45 states. 

When they first founded the company, they focused on making sure the branding fit their product, values, and messaging: transparent, clean, and delicious vodka. Like they say, “It’s straight. Honest. To the point. And memorable.” Listen to the full episode to find out how brand alignment with their product has been key to their success.

In this episode, you’ll learn:

  • The importance of knowing what you consume
  • Doing the research and being transparent
  • Aligning your brand with your messaging 

Key Highlights:

  • [01:53] How Philip and Kristen met
  • [03:25] Why start a vodka company?
  • [08:12] Starting vodka with juice
  • [09:42] What makes Frankly Organic Vodka unique
  • [12:02] Branding the vodka
  • [13:40] Ups and downs of the journey
  • [18:00] Growth and expansion for the company
  • [24:28] Shifting go-to-market strategy 
  • [28:05] Lessons learned
  • [29:35] The experiences that defined Kristen and Philip
  • [31:25] Advice to their younger selves 
  • [32:45] What marketers should be learning more about
  • [33:20] The brands and organizations Kristen and Philip follow
  • [34:21] The biggest threat marketers face 

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