In a world where health-consciousness meets mixology, Kentucky-based Modica is blazing the trail.
Founded in 2021 by Eric Wentworth and JD Mitchell, former MBA classmates with a shared passion for healthier drinking options, Modica has rapidly evolved from a back-of-the-napkin idea to the world’s first superfood cocktail and mixer brand.
After noticing that drink mixers available in grocery stores were full of preservatives, toxic ingredients, and loads of sugar, Wentworth and Mitchell teamed up to craft a suite of flavorful mixers using naturally-sourced, superfood ingredients, vitamins and electrolytes. Their mixers have up to 70% less sugar than conventional options.
“People don’t typically think to buy mixers because they’re used to seeing big box retailers with products that are neon green, and full of chemicals and garbage,” said Wentworth, who has more than a decade of mixology experience. “But there are actually amazing craft mixers out there that you can enjoy at home, and it’s not something that’s just syrupy and gross.”
In 2021, Modica was born. The company made its debut in 50 brick-and-mortar stores in Louisville, generating nearly six figures in sales in its first year. But it was the decision to pivot towards ecommerce with Amazon and sell to consumers outside of Kentucky the following year that truly catalyzed the company’s rapid growth.
Fulfillment by Amazon (FBA) helped Modica maintain delivery speed and reduce costs as orders surged. By selling with Amazon, the company’s sales grew by 400% in just four months and customer acquisition costs decreased by 40% in the same period. From 2022 to 2023, Modica’s Amazon sales grew by over 950%, with another year of exponential growth on the horizon.
“Amazon has been a really steady outlet for us,” said Wentworth. “It’s definitely one of our largest sales channels.”
The pair credits the ability to ship products quickly to customers though Fulfillment by Amazon as a driver of Modica’s success, which has seen monthly unit sales increase by 300% compared to this time last year.
“For most Amazon shoppers, when you order something, you expect it to be there within a couple of days,” said Mitchell. “Especially when it’s consumable, you’ve already started thinking about making a drink or you’re planning to use [a mixer] for the weekend, so you want to get it very quickly.”
For Wentworth, who previously co-founded two restaurants in Louisville, transitioning from the familiar realm of brick-and-mortar to selling online was uncharted territory. He said Amazon’s comprehensive suite of tools and resources offered through Seller University proved instrumental in setting Modica up for success.
“Amazon’s tools have been fantastic for coaching and guiding us in how to craft the listing page, how to set up dialogue, and how to communicate with consumers,” he added. “The resources have been phenomenal and they’ve really helped us to make that shift to ecommerce.”
As co-founders of an LGBTQ-owned brand, Mitchell and Wentworth are deeply committed to giving back to the community in Kentucky where they grew up. Mitchell recalled a particularly touching moment at the Louisville Pride festival several years ago, when he met a young middle schooler who had recently come out and was severely bullied for being gay.
Mitchell said he spent a few minutes with the teenager explaining how he grew a successful business. Afterwards, the mother shared some kind words.
“She told us coming from that really negative school experience and being able to see two gay men who have their own business in our city just sort of opened her son’s eyes to what was possible,” Mitchell said. “To have that kind of effect is still mind-boggling to me. I think those kinds of moments are so, so special and it just makes you feel like you’re doing something a little bit extra for the community.”
As Modica Superfoods continues to carve its niche in the beverage industry, Mitchell and Wentworth are continuing to look for opportunities to grow their customer base and keep their suite of drink mixers enticing for the consumers who love their products. A rebrand is currently underway, with at least one new flavor expected to launch in the coming months.
“Three or four years ago, this was just a business plan - and now people are buying something that they’re actually consuming and putting in their bodies, which, to me, is the ultimate level of trust that a brand can have with a consumer,” Mitchell said, reflecting on his founder’s journey. “It’s really exciting to see reviews on Amazon from strangers and how much people are enjoying our mixers.”