Online Beverage Brand Opens First Physical Store

Category: Business


Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. beverage / ˈbɛvrɪʤ / (n) – a kind of drink

    My sister doesn’t like alcoholic beverages.

  2. tap into / tæp ˈɪntu / (phrasal) – to use something in order to gain favorable results

    Our company is planning to tap into the middle-class market for the new product.

  3. unmanned / ˌʌnˈmænd / (adj) – not having staff or workers

    The shop was unmanned yesterday due to the storm.

  4. equip / ɪˈkwɪp / (v) – to provide something with necessary supplies

    I plan to equip my shop with hidden cameras.

  5. millennial / mɪˈlen.i.əl / (adj) – relating to people born between the 1980s to 1990s

    Millennial parents often rely on the Internet and apps for parenting advice.


Read the text below.

Online beverage brand Dirty Lemon has opened its first physical store in Manhattan, New York.

Launched in 2015, Dirty Lemon offers healthy drinks and initially marketed its products on social media. However, the online company recently decided to tap into a wider market by launching a physical store.

According to Dirty Lemon CEO Zak Normandin, its digital marketing platform no longer appealed to Dirty Lemon’s patrons, who are mostly young women. This is because such marketing tempted these consumers to purchase more things. Therefore, the company decided to build a physical store, which is a more effective way to provide the needs of its customers.

Dirty Lemon’s first physical store is called The Drug Store. Customers who visit the shop can grab their drinks, leave, and text the company to specify the items that they have taken. A customer representative will then charge the items purchased to the customers’ credit cards. Since the store is unmanned, the company equipped it with security features like cameras and trackers to avoid theft and to ensure product and customer safety.

The beverage brand plans to open three new branches in the United States, specifically in Chicago, Miami, and another one in New York by next year. Normandin considers these three cities as the most ideal business locations because of their large millennial population.

The company also hopes to further expand by establishing a cocktail bar behind its New York branch. This bar will allow customers to try out beverage ideas that are not yet available in the market.

Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

• Do you think launching The Drug Store is a good move for Dirty Lemon? Why or why not?
• Aside from opening physical stores, how else do you think Dirty Lemon can expand its business?

Discussion B

• In your opinion, how important is a good marketing strategy to a business?
• If you were a business owner, what marketing strategy would you employ? Discuss.