What happens when you mix a viral beverage, a high-compliance industry, and one of the sharpest minds in performance marketing?
In this episode, recorded live at Smart Marketer Live 2025, Nick Shackelford joins Zach Dampier for a candid behind-the-scenes look at building BREZ a microdose beverage brand blending THC, functional mushrooms, and adaptogens. From navigating paid media challenges to retail expansion, Nick shares real talk on scaling products you care about, retention strategies that actually work, and why creative still trumps targeting on Meta.
“Our mission is to reduce human suffering and maximize human potential through a better beverage.” – Nick Shackelford
You Will Learn:
- How to scale a product in a highly regulated category like THC
- The exact creative that outperforms for BREZ (hint: it’s not what you expect)
- Why retail is still essential, even for DTC brands
- A smarter way to build LTV from first purchase to loyal customer
- Why “broad targeting” is Meta’s new reality
- Nick’s bold prediction about AI-generated content and Meta’s next big move
Links & Resources:
- Smart Marketer Black Friday / Cyber Monday Sale – smartmarketer.com/BFCM-2025
- BREZ Beverage – drinkbrez.com
- Nick Shackelford on Instagram – @iamnickshackelford
- Smart Marketer – smartmarketer.com
- Instagram – @smartmarketerig – Follow Us
- Instagram – @mollypittmandigital – Follow Molly
- Omnisend (Email & SMS Tool) – smartmarketer.com/omnisend – Use code SMART for 50% off
Serve the World Unselfishly and Profit!
Find Us On Apple Podcast Find us on Stitcher Find us on Spotify
