It’s easy to compare GURU’s humble beginnings with today’s startup stories. Our small beverage company, founded in 1999 by 4 Montreal college boys with a dream has come a long way in the last 15 years. Let’s go back in time.
There is no market (yet) to where we’re going
It may be hard to imagine, but in the early 2000′s, there was no energy drink in Canada. The idea of providing energy in a can was completely new. There was no market validation, so we saw a good vacuum we could fill. Let’s also assume that in those days, consumers were not necessarily looking for healthy or organic options. The challenge was accepted.
The very first batch
These we’re pretty exciting times. At the end of the summer of 99, we all flew to California to prepare the first batch. This factory we chose was one of the few that could handle our brewing and preservation processes. The small aluminum cans had to be shipped from New York to be filled in this factory in the middle of the Californian desert. It was a logistical nightmare, but for the naive entrepreneurs we were, the dream was getting real. Back to Montreal, we launched our product at a downtown street fair and it was an instant success.
Of course, it was not very long before the big brands we are now familiar with invaded the Canadian market. Luckily for us, we had secured some strong followers and brand ambassadors who stuck with us. But it’s the new consumers, those energy drink virgins, who would pose a marketing challenge. With all these synthetic recipe options now available, how can our all-natural energy drink prove efficient? How can we advertise that our 100% natural caffeine and botanic extracts are as strong? Because they are!
We still have a lot of work to do
In recent years, we expanded our market to the US with partners like Whole Foods and Lifetime Fitness Gyms. We built a good reputation among the health and active lifestyle crowd. We think our next challenge is to put our good energy in the hands of more people with the help of distribution and partnerships. We need to make GURU available to anybody who wants good energy to do greater things. We believe that the world has enough problems to solve and we want to help you be part of the solution.
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