Terps & Co
Putting Terpene-Based Non-Alcoholic Spirits On Health Retail Shelves
The Challenge
Terps & Co built a premium non-alcoholic spirit using natural cannabis terpenes, a category most retailers have never heard of. To get on the shelves of health and wellness stores across New Zealand, the brand needed a way to explain a brand-new product category to busy buyers without burning months on door-knocking.
- 01Brand-new product category, buyers don't know what terpene spirits are
- 02Health and wellness retailers are heavily gate-kept by category managers
- 03No existing distributor relationships to lean on
- 04Founders wear every hat, sales is one of ten priorities
- 05Cold emails from unknown brands almost always go unread
The LaunchPal Solution
Terps & Co ran a LaunchPal campaign targeting independent health retailers and wellness stores across New Zealand:
- Targeted 300+ health retail and wellness locations across New Zealand
- AI-personalized outreach explaining terpene spirits in language each buyer would understand
- Multi-touch sequence with automatic follow-ups across multiple connected mailboxes
- All replies, sample requests, and category-manager intros tracked in the LaunchPal inbox
- Daily reply detection, so the founders never chased buyers manually
The Results
The campaign landed 13 buyer replies and 9 qualified leads, one of them a multi-location retail chain, across New Zealand health retail, from a 300+ retailer list worked entirely through automated, personalized sequences.
Direct responses from health & wellness retailers
Buyers and internal category-manager referrals
Health & wellness across New Zealand
Initial sends plus automated follow-ups
How it unfolded
Campaign Setup & First Sends
Defined the target as health retail and wellness stores across New Zealand. Built a 300+ location list with verified buyer-level emails. First sequence emails went out Apr 27.
First Replies & Referrals
Within the first week, qualified leads and internal referrals started coming in. Bounces stayed low; conversations expanded into category and pricing discussions.
Full Sequence & Results
The full list was worked through the multi-touch sequence, landing 13 buyer replies and 9 qualified leads across New Zealand health retail.
Expanding Categories
With the sequence complete, Terps is set to expand into adjacent retail categories (cafes, specialty grocers, premium liquor with NA sections) using the same LaunchPal setup.
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