Gabriela Barkho
senior reporter @digiday's @modernretail covering consumer brands • she brought me sprinkle cookies •
Articles
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1 week ago |
modernretail.co | Gabriela Barkho |Anna Hensel
As most tariffs on China remain in effect, brands of all sizes are assessing how best to counterbalance the 145%-plus tariff rates. One of the most pressing questions they are grappling with is whether or not to cut their marketing budgets. It’s one of the most immediate ways that brands can slash costs — but it can come with significant long-term drawbacks.
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2 weeks ago |
modernretail.co | Gabriela Barkho
Better-for-you meat stick brand Chomps began as a DTC brand in 2012 and, for the last few years, has been riding a wave of hockey stick growthLast year, the company experienced more than 200% growth, thanks to new distribution channels like grocery and convenience stores. With this growth, Chomps’s marketing mix has also had to evolve.
How C4 is positioning itself as 'an athlete's drink' to stand out in the crowded energy drink market
2 weeks ago |
modernretail.co | Gabriela Barkho
Welcome to Modern Retail’s Marketing Week, coinciding with the Modern Retail Marketing Summit in New Orleans. In daily Modern Retail+ member-exclusive stories, we’ll be breaking down influential brands’ 2025 marketing playbooks. Plus, follow along for stories on leading brands’ marketing strategies and valuable takeaways from Summit discussions. C4 Energy, owned by Nutrabolt, has been carving out a niche within the better-for-you energy drinks space by flexing its sports expertise.
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2 weeks ago |
modernretail.co | Gabriela Barkho
As retail companies navigate the tariff-filled landscape, some are weighing the value in bringing manufacturing stateside. When brands bring their supply chain to the U.S., upfront costs get higher, including labor, warehousing and fulfillment. What domestic production has in its favor, however, is that logistics costs are reduced and delivery speed improves.
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3 weeks ago |
modernretail.co | Gabriela Barkho
In the last couple of years, cannabis beverage brands tapped into periods like Dry January or 4/20 to reach people. But in recent years, THC beverage brands have achieved wider availability thanks to liquor store partnerships. Now, this subcategory is eying year-round growth that’s aided by markers like Dry January and 4/20 but isn’t entirely dependent on them. Markers like 4/20 also give retailers and brands an opportunity to create awareness as they prepare for the busy summer months.
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