Case Study

Mitra-9 – Elevating Kava & Kratom Beverages to National Recognition

Client Overview: Mitra-9, a leading provider of kava and kratom beverages, offers a unique range of products designed to enhance wellness without the use of alcohol. Their product lineup includes canned seltzers, non-alcoholic drinks, and convenient powdered go-packs for on-the-go enjoyment. The company has rapidly gained traction in the beverage industry and sought to expand its reach nationwide by cultivating a positive narrative, driving excitement around its products, and establishing authority in the marketplace.

Objectives:

• Expand awareness of Mitra-9’s Kava and Kratom beverages on a national scale.
• Foster a positive brand narrative and ensure product safety to build consumer trust.
• Position Mitra-9 as a leader in the growing wellness beverage industry.
• Generate excitement and engagement surrounding new product offerings.
• Leverage strategic partnerships and distributor agreements to grow the brand’s footprint.

Challenges:

• Raising awareness for Kava and Kratom beverages in a crowded and competitive beverage market.
• Overcoming skepticism and educating consumers on the safety and benefits of these products.
• Securing media placements that positioned the brand as a trusted authority.
• Promoting rapid growth and success without over-saturating the market or diluting the brand’s authenticity.

Approach:

• PR Strategy & Positioning:Our agency took a multifaceted approach, with a strong emphasis on highlighting Mitra-9’s rapid growth, product innovation, and industry partnerships. We worked with the brand to ensure that product safety, consumer education, and transparency were central to the messaging, helping to build trust with a skeptical audience.
  We also focused on showcasing their impressive achievements, including their venture capital funding and profitability milestones. The strategic narrative emphasized Mitra-9’s commitment to quality, wellness, and innovation within the beverage industry.

Key Milestones & Media Outreach:

• Growth & Expansion: In 2024, Mitra-9 reached a projected $50 million in annual sales and 16 million cans sold. These milestones were critical to our outreach, positioning the company as a high-growth success story in a booming industry.
• Partnerships & Distribution: Our PR efforts highlighted strategic partnerships, including the signing of 17 new distributor agreements in 2024. This expansion into new markets was crucial for the brand’s visibility and was a key component of our media outreach.
• Sales Success: Mitra-9 saw a 107% increase in sales from 2023 to 2024. In the first half of 2024, they sold 2.4 million cans, compared to 1.16 million during the same period in 2023. This dramatic increase in sales underscored the effectiveness of their marketing strategies and product demand.
• Venture Capital & Profitability: Mitra-9 secured $6 million in venture capital funding and achieved profitability in Q2 of 2024, strengthening the brand’s financial credibility and underscoring its long-term viability.

Media Coverage & Results:Our PR efforts led to widespread media coverage, establishing Mitra-9 as a trusted name in the beverage and wellness space. The company secured notable features in respected national and industry publications, including:

• USA Today
• Men’s Journal
• Yahoo! News
• BevNet
• The Beverage Journal
• US Weekly Magazine
• Food & Beverage Insider

These media placements provided a broad reach and positioned Mitra-9 as a credible, industry-leading brand in the Kava and Kratom beverage market.

• Consumer Trust & Safety:As part of the PR strategy, we worked closely with Mitra-9 to ensure that product safety was top of mind. By emphasizing the brand’s commitment to rigorous testing and quality control, we reassured consumers about the safety of their products. This messaging was critical in differentiating Mitra-9 from other competitors in the market, ensuring they were seen as a trustworthy brand.

Key Outcomes:

• Mitra-9 achieved an impressive 107% increase in sales from 2023 to 2024, demonstrating the effectiveness of the PR campaign.
• National media outlets and trade publications featured the brand, contributing to heightened brand recognition and trust.
• The company secured 17 new distribution agreements, expanding their reach and strengthening their market presence.
• Mitra-9 successfully positioned itself as a leader in the Kava and Kratom beverage industry, generating excitement and consumer interest in their innovative product lineup.
• The brand gained recognition for its commitment to quality and consumer safety, making significant strides in building credibility within the wellness sector.

Conclusion:Through a comprehensive PR strategy that highlighted Mitra-9’s rapid growth, product innovation, and dedication to safety, we successfully elevated the brand’s profile on a national scale. By positioning them as an authority in the Kava and Kratom beverage space, we helped them expand their market presence, garner media attention, and increase sales. Mitra-9’s success story is a testament to the power of strategic PR in driving brand recognition and business growth within a competitive industry.