February 27, 2023 • 28 mins
Jesse Bongiovi’s Hampton Water rosé is as much a lifestyle brand as it is a Wine Spectator darling. Bongiovi started the company with his Notre Dame college roommate, Ali Thomas, and the brand took off through spot-on social marketing that included Happy Half Hour livestreams during lockdown. There’s another co-founder at Hampton Water, Bongiovi’s famous father, Jon Bon Jovi, whose love of the “pink juice” during their Hamptons summers inspired the brand. A famous parent can help, but Bongiovi, who walked onto the Notre Dame football team, is determinedly building a bartender-referral network, innovating rosé cocktails and creating a year-round lifestyle positioning for Hampton Water.
In this episode you’ll learn:
In this episode you’ll learn:
- Success is not owned, it is leased and the rent is due every day
- After the launch year, you can’t ride the PR train so much
- Why marketers should figure out how to destigmatize traditional categories for new consumers
- No one thinks they're 60 , everyone thinks they are 25
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:02):
Success is not owned, it isleast and rent is due every day.
I love that. It's just theidea that you got to get up and
go get it. And just becauseyou did something good yesterday, go mad.
You just borrowed it for the day, and today you got to go
up and pay it, pay thatback again. Does marketing leave in the
heart or in the head? Shouldyou trust your instinct or your integers?
(00:25):
If the answer is both, shouldyou leave with one more than the other?
And Mechanism we build brands with souland science. Soul is the blending
of inspired creative that pulls an audiencein, and science is the hard data
to drive business results. So joinme Jason Harris, co founder and CEO
of Mechanism, on my quest toanswer these questions with the world's leading marketers
(00:46):
from the brands we've all come tolove. Hey, fellow marketers. This
week, we're joined by Jesse bonJovi, entrepreneur and co founder of Hampton
Water Wine. During his senior yearof college at Notre Dame, he and
his roommate planned to create a winebrand in collaboration with his father, John
bon Jovi, and a famous Francebased winemaker. The result was a blend
(01:10):
of rose that is accessible and drinkableby all. During the pandemic, Jesse
and his co founder utilized social mediaas a way of connecting with customers.
They were hosting virtual happy hours withcelebs and influencers, and now the brand's
gaining massive traction and is distributed inover fifty countries around the world. In
this episode, we're going to learnit doesn't hurt to have a rock star
(01:32):
on your side, but Hampton Watersaudience isn't your typical John bon Jovi fan.
We're also going to learn that socialmedia is still the great equalizer.
Jesse built his brand before and duringthe pandemic by hosting virtual and irl events
to engage with his customers. Andwe're also going to learn not to be
afraid to break the rules and disrupta longstanding category. Jesse and his co
(01:53):
founder, we're using the product inunorthodox ways to reach a brand new type
of audience. Let's dive right in, all right, awesome. What is
the Jesse bond Jovi origin story.I grew up in Jersey. I still
(02:14):
very proudly have my New Jersey driver'slicense, but when I was twelve,
my family moved to New York City. I played sports all through you my
youth and into high school and endedup getting the opportunity to walk onto the
Notre Dame football team. Went tocollege at Notre Dame, moved out to
South Bend, Indiana, which wasa bit of a culture shock, and
(02:35):
people always asked me, they're like, you were drinking rose in South Bend?
No drinking as much beer as wecould get our hands on, and
just about anything else liquid. Butsince I was a little kid, my
parents had a place out in EastHampton, and when I would have my
couple weeks of summer that I wouldoccasionally get while I was at Notre Dame,
i'd go out there and hang outand go to the beach. And
(02:59):
that's where I really was introduced torose. And my dad's always been a
big rose drinker, and so healways kind of jokingly called it pink juice.
And one night, me and mycollege roommate Olie Thomas, we were
at my parents house and he offeredus a glass of pink juice, and
me and Alie started give him ahard time and said, look, you're
drinking with us, You're not drinkingpink juice anymore, you're drinking Hampton water.
(03:19):
From there, the idea sort ofstarted to bloom. We kept bugging
him the next day and we werelike, ye and Hampton water, like
you know, you said to putit on a bottle, like we could
do it, We could do whatwe could do it, and he basically
said, look, I don't carewhat you do do with your free time,
like leave me alone. I havea day job, and go figure
it out if you're serious. Andso I went back to school and designed
the label, designed the bottle andwe literally just started calling up Originally it
(03:43):
was wine stores, and then itwas wine stores in New York, and
then it was you know, winestores in LA and they put us in
touch with distributors, and then theyput us in touch with importers, and
then we started talking to wine makersand the thing just sort of snowballed and
we kept it really close to ourchest and eventually introduced to jar Batron and
he fell in love with this conceptof making a lifestyle brand, you know,
(04:04):
for us Rose at the time,we were looking at the category as
a whole. And I won't namenames, but so many French Rose's can
be so stuffy, and they canbe for other people and for us.
We wanted to create something that,at the time of twenty one year old
could walk into a wine store andgo, I don't know anything about rose.
I don't know anything about wine,but I like the label and that
(04:24):
name is funny, so I'm goingto try it and if it was good,
then people might buy another one.And so that was sort of our
belief, was that if we cameto it from a lifestyle place first,
that people would be into it,and that's what we've done since our launch.
At what point did you think,how are you like, how are
we going to make this stuff?Like, it's a cool name, we
(04:46):
like it, but did you everthink you were going to call it pink
juice? Well, like I said, my dad had always called it pink
juice, and that was sort ofhis running joke, and he would always
say that, you know, sincewe were little. He didn't want us
knowing that he was drinking you know, water cups full of wine all summer
long, and so he would callit, you know, Daddy's pink juice.
(05:06):
But yeah, we definitely kind ofbroke our way in We certainly didn't
have any formal wine training. Youknow, I thought that rose was made
mixing red and white together, youknow, So it was definitely a big
learning curve. But being able towork with someone like Gerard, who's second
generation winemaker, I mean he's peoplecall him the Prince of Languedoc. He
(05:30):
owns seventeen vineyards in the south ofFrance. He partners with another two hundred
and fifty. The guy he makessomething like one hundred and sixty different labels,
so not even just different skews,but different full on brands, and
so he is a true, true, true artisan. The first time we
went to the vineyard and he's tellingus to put this rock from the ground
(05:51):
in our mouth because you can tastethe salinity from the salt water air that's
blowing off the Mediterranean that's a coupleof miles that way. And you think
he's messing with you because he's like, put this dirt in your mouth,
But then you do it and you'relike, oh, yeah, it's salty.
And honestly, we've been very blessed. We're the first rose ever to
have four straight ninety point ratings fromWine Spectator. We were the first rose
(06:15):
in twenty five years to make thetop one hundred lists, so not just
the top one hundred ross, butthe top one hundred wines in the world.
We were on that list both forwine spectator and wine enthusiast, and
so the critical acclaim to the winehas been amazing. And like I said,
to have it not come from Provence, which most French ross are coming
from, is I think just atestament to the amazing quality that Girard is
(06:36):
make. The process to get tothe blend then take a long time till
you're like, this is it.It took about a week, but we
had to go to France and youknow, we spent a long time.
Initially just sort of Girard had twentydifferent bottles of different varietals out on the
(06:56):
table and said this is what thisone tastes, like this what this one
tastes like the kind of walked usthrough the whole thing. Let's blend something
up and let's see what we comeup with. And I mean literally just
like eyeballing percentages on a test tubeand then pouring it in glasses and swirling
it around and okay, you trythis one, you try this one,
you try this one, and thenby the end of the fifth day.
I mean literally using eye droppers toget different levels of different varietals to really
(07:23):
land on this is what we wantto do. It's such a cool story.
And who did you start the businesswith? So it's myself, my
dad, John bon Jovi, Gerarbatron, and Ali Thomas and Ali is my
college roommate. How do you splitup? Who does one in the company?
Me and Ali do everything. Mydad yells at us and Gerard makes
(07:43):
one okay, but there is oneperson like, are you the marketing?
Yeah, so I handle I handleall the marketing. Ali handles all of
the sales facing thing, so heoversees our sales team. How big is
your team underneath you? Guys?We're literally growing every day. We just
added two more team members just inthe last like four weeks. We're thirteen
(08:07):
plus an outside pr team. Okay, but just in the last four weeks,
I think we've added three people.We're growing. We're growing very rapidly,
which is exciting. And did youfind that the pandemic accelerated your growth?
Definitely? Originally when we first launched, we were getting a lot of
great press and we had social media, but it wasn't really a focus because
(08:31):
we were putting all of our energyand effort into creating pr Buzz, which
what we learned after really the firstyear and a half was that once the
New York Times tells the story orthe Today Show tells the story or whoever,
the quality of storyteller after a yearand a half really starts to go
down. And so, you know, the New York Times will tell that
(08:52):
story, but they'll do it onceand they go, good luck, Yeah,
let us know when you have anothernew thing. But the next year
a the new Vintage is out andwe're excited about it. They go,
okay, good luck. You know, we don't care. And so we
had to really during the pandemic,take a look at how we were getting
our story out and how we werecommunicating with people, and how we were
(09:13):
really building that that community around thisHampton lifestyle. And so we really started
focusing on social media. I waswe called it the Happy half Hour.
We were doing it twice a week, which was a little exaust dig at
daunting, but we were just goingon Instagram live and literally hosting like live
from my couch, Here's a cookinglesson, here's a workout, you can
(09:35):
do from your apartment. Here's anOlympic snowboarder telling us about how he's passing
his time, and so it wasliterally just how do we fill thirty minutes?
And that really started to grow oursocial media. We became the number
one selling Rose onwine dot com.We became the number one searched Rose on
fourth tier platforms, so think drizzly, minibar, reserve bar, you know,
(09:58):
places you order stuff. And itwas because we were really starting to
speak to the community. And soyeah, twenty twenty we caught on fire
and since then we've been the mostfollowed Rose brand on the internet. What
do you find the most useful conversionto sales would be? Is it Facebook
ads? Is it your dot com? Promoting it? Like it's tough,
(10:20):
you know, it's hard to say, and truthfully, you know, not
to um not to talk poorly onwine dot com because they've been a great
partner and we're very, very excitedfor the business that we do together.
But they don't have the ability likeyou would on your own web or if
they certainly have the ability, infact, I take that back, they
don't want to share the ability totrack actual clickthrough and they are able to
(10:45):
then market whatever they want to aconsumer that lands on the page. Yeah.
So initially we were doing a lotof go toWin dot com, Biaswy
dot com, Biaswy dot com,and we were driving lots and lots of
business to ye dot com. Yeah, and we're buying other stuff, and
so it became it becomes a verydifficult thing for us to kind of work
(11:05):
through. And what we've really foundis as long as we're able to build
awareness and have the distribution net tocover the country, we're able to create
pull through, and we're able tocreate sales, and we're able to create
buzz. And so that's really beenour big focus for the last two years
because we're not able to say,hey, here's an ad and click this
(11:26):
and buy it. It's just nothow it works. But we are able
to do here's a funny video,here's the brand, here's the brand here.
And our thinking is the more yousee us and the more you share
it with your friends, and themore you join into this Hampton Water community
that we're trying to build, themore likely you are to go out and
try it. Your job is sortof if we make the brand famous,
(11:48):
everything we'll follow that. And ourbelief has always been to sort of democratize
Rose and really French wine in general. You know, like I said,
when we first came out with thebrand, we were looking at these the
traditional Provence French rose's that have beenaround forever that you know, again,
my dad was drinking twenty five yearsago, and there was this aura of
(12:09):
this isn't for the kids. Thisisn't for us to drink while we're hanging
by the pool. This is formom and dad. Leave this in the
fridge. This is something nice,despite the fact that it was a nineteen
dollar bottle of wine, like wecould have gone and bought it ourselves.
But again, there was this auraof, oh, well, you don't
know, and so this isn't foryou, and so we wanted to create
something that didn't have that same like, oh, the nose on this is
(12:33):
so beautiful and oh, you know, have you noticed the mouth feel of
the you know whatever? And it'slike who cares? You know, is
it good? Is it cold?Like great, You're kind of destigmatizing rose
making it accessible for a younger audience, which hasn't really been done before.
(12:54):
Did you have a hard time whenyou started working with Girard, who obviously
takes wine very seriously, and you'recoming in with something called Hampton water.
Did you have to convince him?Did he feel like that was degrading to
wine or how did that go?Yes. So when we first launched,
we were we had this concept ofrose should not be a seasonal drink,
(13:16):
and we want to be the firstall year round rose. And so we
launched this thing called the Pink BottleBoy Dinner Series, and we, of
course were the Pink Bottle Boys,and so we started it in September and
we went all the way through thewinter and every month we were partner with
different chefs around the country and justhost dinner parties and we literally just gave
the chef the rose and we saidmake whatever you want. We're not going
(13:37):
to tell you what to do.We were really trying to destigmatize this idea
of you only drink this in thesummer. And one of the other concepts
that we came up with was creatingcocktails, and so we worked with this
amazing mixologist at a bar called TheDaisy on the Upper East Side, and
he came up with like ten fantasticcocktails. One was a hotty toddy one
was he called it the Pinkies Upand it was like a gin cocktail that
(14:01):
was amazing. He crated a HamptonNegroni that was really really great, and
we were so excited to go backand tell Gerard about these amazing cocktails that
we made and how we were kindof again creating ways for people to enjoy
rose even when they wouldn't traditionally thinkto do it. And the first time
we showed it to us, Thefirst time we showed it to him,
he was so pissed and he waslike, this is a ninety point rated
(14:22):
wine. You know, how dareyou mix this? And you heated it
up? Like what is wrong withyou? This is terrible. You know,
this is not how you treat mywine. And it was funny.
He was like, listen, youdo whatever you want, but this is
not how you treat a ninety pointrated French one. And we were like,
that's the issue with the whole thingis that people go, well,
that's not how you have this.And our perspective was, well, why
(14:45):
not if I want to put icein my rose? Why can I if
I want to put a shot oftequila in my Rose, why can't I.
And so a year and a halflater, you know, we're starting
to get these cocktails out and sincethen we've partnered with the USBG. We
were the first wine brand to everdo that. I mean, we've we've
really leaned into this cocktail concept andit's starting to really work, which I
(15:07):
think is exciting. But a yearand a half later we go back and
Girard was so excited to show usat the Gerard, which was a champagne
cocktail that he had created, andhe was so pumped up to show us
his wine based cocktail that he made, and we were like, uh huh,
okay, so you got through tohim. What do you think makes
Jesse? Jesse? What do youthink you're like exceptionally good at I don't
(15:30):
like to think I'm exceptionally good atanything, I would say, And again,
kind of going back to that walkon mentality, I have always been
a very hard worker. We alwaysjoked that we're not too proud to tell
you what we don't know. Youknow, we know what we don't know,
and so I've always been one toask questions and kind of play devil's
(15:52):
advocate and really try to get tothe root of things. And I've always
been one to just work really hard. You know. We were always joke
before we had at our own fullsales staff, I would travel anywhere if
you bought ten cases. You know, I'll drive, I'll get on a
plane, I'll sleep in a crappyhotel. You know, I'll go anywhere
if you buy ten cases a line. And so that has always been sort
(16:15):
of the driving belief. And nowthat we have a sales team, and
now that we have people that youknow are working for us and with us,
we're able to say, look,I drove four hours and then stood
in the liquor store and did atasting, and no one showed up.
What did you do today? Andso we're able to hold our folks to
(16:36):
that same standard. And I thinkthat we've really built a team that believes
that same way that we do,you know, and that works their butts
off the same way that we do. And so that's always been where I
have been able to hold my headhigh, as the fact that you know,
we'll put in the hours, we'lldo the work. What is your
community or what does your audience looklike a little bit older than I think
you would think ye, but thereis there is always going to be the
(16:59):
bon Jovi andem that comes along withsomething like this, and we're very thankful
for them. We try to trendyounger, right, and our belief is
that no one thinks they're sixty.You know, everyone thinks they're twenty five.
And so if you can speak tothat younger demographic, and again,
like I said, the demographic that'sintimidated by wine, the demographic that doesn't
feel that they know enough to gobuy a bottle, then you'd speak to
(17:22):
a lot of folks. Lots ofpeople are intimidated by wine. Eighty five
percent of Americans buy wine entirely onthe label. I always jokes, I
don't care if you're sitting in youknow, main beach in East Hampton or
an above ground pool in Arkansas.If you're drinking Hampton water, you're live
in the Hampton life. Yeah.So it's meant to be for everyone,
and it's meant to be again democratized. Are you thinking about making more wines
(17:45):
or other products or are you reallyfocused on like you're focused on rose and
right now, we're very focused onHampton water. Okay. You know the
belief in our minds is that there'sstill a ton of room to grow.
We always we think that we're reallybig until you get out into the country.
Then you're like, oh, no, one's hurd of us, you
know. And so there's certainly stilla huge runway ahead of us, and
(18:07):
we don't want to distract ourselves.How how do you balance because obviously you
have like a great personal story,You've got your dad involved. How do
you balance leveraging that, which issmart to do obviously, but also creating
the brand story itself. Well,first and foremost, it's a family business,
right, That's how we look atit. There has been plenty of
(18:30):
celebrity brands that have come and gone, and it takes some real looking before
you see the name John bon Jovianywhere on that bottle. You know,
we didn't put it on the frontlabel. It's not that it's a family
business. It's a family wine brand. Truthfully, going into it, I
was confident that we would be ableto use the asset. Right. We
(18:52):
can build a lot of hype,we can get great press, we can
get the word out, we canget people excited about it. But if
the juice in the bottle is nogood, you try it you go that
was cute and you never buy itagain. And so for us what was
in the bottle was just as importantas how we were talking about the brand.
Again, the last thing we wantedto do is make a vanity project.
(19:12):
And do you think when you thinkabout your marketing efforts, do you
think podcast is soul? In science? How do you think about your gut
and thinking with your heart and thenthinking with data and insights into your next
activity. Data in the sense ofwe know the type of person that is
making this purchase that you know,going all the way through the funnel and
(19:33):
actually buying a bottle. That's almostimpossible to track because we'd have to talk
to every liquor store across all ofManhattan and ask them for credit card receipts
and then get the ages of thosepeople. But what we are able to
do is look at certain neighborhoods,certain single accounts. Where is it doing
where you know, where are otherrose's doing well? And why, what
are programs that they're running, Whatare promotions that they're doing, What are
(19:57):
ways that they're talking to their consumer, they're talking to their bartender, or
they're talking to that psalm and workingin different sort of creative ways to get
our foot in the door. Andso that's really been the way that we're
able to use buying demographics as wellas geographic locations to say, well,
(20:18):
we want to own beaches, sowe better have a lot of places on
Venice Beach in LA. And thenagain, get the bartender or the psalm
or the waitress excited about Hampton Waterbecomes then the mission and that becomes your
marketing. Something like eighty percent ofbartender recommendations are taken. People will trust
(20:41):
if the bartender or the waitress orwe have this amazing rose, do you
want to try I'm telling about.Oh it's from the south of France.
It's got four ninety point ratings.It's really really good. You want some?
And people go, sure, I'lltry that. Yeah. On one
hand, reaching millions of people withsocial media and doing something that's entertaining,
and then there's this block and tacklinglike bartender one at a time, like
(21:03):
telling, educating and telling the story. You know, we always are like
we don't have bud light budgets.You know, we're not able to go
out and get a Super Bowl ad. So what are more guerrilla ways that
we can be impactful in a community, you know, and what we've done,
and a lot of it has beenthings like sponsoring local charities, working
with you know, local foundations,sponsoring different events, you know, whether
(21:23):
it's influencer events or bartender events.Like we work with a company called speed
Rack and they are a female owned, female focused bartender competition that happens across
the country where the Rows where thewine sponsor of speed Rack, and then
they partner with the Pink Agenda,which does breast cancer research. So again
(21:45):
finding ways that other brands are notthinking of to get in front of the
consumer. Do you have like inyour mind a goal, like you're if
we hit this one marker, Ifeel like we've got this next level of
success. Yeah. So one hundredthousand cases domestically is really what we're going
(22:06):
for, because what we have beentold is that that's where you know,
the key gets turned, and that'swhere things really start to pick up in
a pretty serious way, because ifyou're doing that kind of volume, national
retailers go, Okay, what isthat? How come we don't have that?
And we're starting to really see that. Albertson's was the first big national
retail chain that brought us in andwe're very, very thankful for that,
(22:30):
and the success that we have hadin Albertson's has led us to get into
Kroger. That was the first timethat we didn't have to like, please,
sir, can you bring and giveus a shot? They called us
and they're like, Hi, we'veseen the numbers, We've seen what you're
doing in Nielsen data, and we'dlike to put you in thirteen hundred stores.
We were like, yes, please. That led to HGB in Texas,
(22:53):
you know, that led to ABCin Florida, and so now we're
starting to see the like, oh, okay, this is happening. So
I'm gonna ask you some personal questions, Jesse, what are some of your
role models in your life? Iwould I would definitely have to say my
dad. As cheesy as it is, he has been a great role model
(23:15):
for work ethic my entire life.The guy, you know, at six
sixty years old, Uh, stillruns, you know, five six miles
a day, works out like alunatic, you know, still taking singing
lessons every day. Wow, isstill writing every day. So he's he's
definitely an inspiration of mine and arole model of mine. Like I said,
(23:37):
you know, the hard work paysoff, and he's putting in,
putting in the hours, that's forsure. Do you have a favorite quote
or mantra that you go back toor that kind of drives you as you're
on your entrepreneurial journey. Yeah,you know again, you're I think at
this point you're you're you and yourlisteners are gonna think that I'm like some
kind of crazy workaholic. But onequote that was given to me by a
(24:00):
coach when I was playing football wassuccess is not owned, it is leased,
and rent is due every day.I love that. And so it's
just the idea that you got toget up and go get it, you
know, and just because you didsomething good yesterday don't matter. You just
borrowed it for the day, andtoday you got to go up and pay
(24:21):
it. Pay that back again.Is there a place when you're trying to
crack a problem that you feel youare your most creative or most productive?
The bathroom amazing. I have definitelycome up with some bright ideas either in
the shower or you know that thatsort of half asleep walk in the middle
(24:45):
of the night when you got togo be um. There has definitely been
some some ideas to come to me. And then I'm like, I gotta
remember that in the morning. Igotta remember that in the morning. I
gotta remember that in the morning,bathroom or car. When I'm driving my
car, I will often grab myphone and either you know, call my
business partner, or call our presidentor call ore you know now new head
(25:06):
of marketing, and you go,okay, here's the thing. I just
thought of this, and tell meto shut up if I'm an idiot.
And it's like, okay, it'slike I have six minutes, like start
talking, Okay, here's the idea, blah blah, and they're like,
keep driving, okay, okay.There is there an outstanding goal you want
to accomplish in your life, whetherit's business or personal. I've always been
(25:30):
someone to have sort of you know, you don't get to the mountaintop,
you just take the next step,you know what I mean. And so
I think it's fantastical of me tosay I want to sell a million cases
of ham from water. Okay,you know, so what today I want
to have a phone call with you, and I want to talk to the
guys at MSG at twelve fifteen,and then I want to go to lunch
(25:52):
with my buddy Hunter. And soI'll give you another motto right that I
say often is inch by inch isa cinch. Yard by yard is hard.
You know, if you try totake it one hundred yards at a
time, good luck. But ifyou take it one step, you know
you'll get there. I've never heardthat that's a good one. That was
as another football one for you,But I'm I'm full of football quotes.
(26:15):
Do you have what's your favorite songthat your dad did? Oh? It
matters that it matters the tone ofthe day, you know, I mean
truthfully, I love bed of Roses. I love I'll be there for you.
I love the kind of like youknow, the ballads, the real
heart wrenchers. But would I saythat I've stood on top of a bar,
(26:37):
in a very in many disgusting places, screaming, living on a prayer,
Yes I have. Have I gottenalmost kicked out of bars singing,
you know, wanted dead or alive, into bottles of alcohol. Yes I
have. So again, it matterswhat the mood is. All right,
(26:57):
all right, has been awesome.I love hearing about your journey. I
wish you continued success. I lovethe label you guys designed, I love
the name. I think the namereally goes really far. Keep it up.
And where do you want people togo to either follow you or the
brand. Check us out on ourwebsite at Hampton Waterwine dot com. There's
(27:19):
a find us tool that you cantype in your address and it'll show you
the closest wine store grocery store thathas it. You can order us right
now on wine dot com. Youcan check us out on our Instagram and
on TikTok, and on Twitter andon anywhere that you take in social media.
We even have a Spotify at HamptonWater and you can see me embarrass
(27:41):
myself regularly on the internet. Checkus out Hampton Waterwine dot com. All
right, thanks so much, Jesse, this has been great. Thank you.
I look forward to hoping that peopleenjoyed listening to me. Thanks so
much for listening to Soul and Scienceand we'll see you next week. Soul
(28:03):
and Science is a mechanism podcast producedby Maggie Bowles, Ryan Tillotson, Tyler
Nielsen, Emma Swanson and Lily Jablonsky. The show is edited by Daniel Ferrara.
With theme music by Kyle Merritt andI'm your host Jason Harris
Success is not owned, it isleast and rent is due every day.
I love that. It's just theidea that you got to get up and
go get it. And just becauseyou did something good yesterday, go mad.
You just borrowed it for the day, and today you got to go
up and pay it, pay thatback again. Does marketing leave in the
heart or in the head? Shouldyou trust your instinct or your integers?
(00:25):
If the answer is both, shouldyou leave with one more than the other?
And Mechanism we build brands with souland science. Soul is the blending
of inspired creative that pulls an audiencein, and science is the hard data
to drive business results. So joinme Jason Harris, co founder and CEO
of Mechanism, on my quest toanswer these questions with the world's leading marketers
(00:46):
from the brands we've all come tolove. Hey, fellow marketers. This
week, we're joined by Jesse bonJovi, entrepreneur and co founder of Hampton
Water Wine. During his senior yearof college at Notre Dame, he and
his roommate planned to create a winebrand in collaboration with his father, John
bon Jovi, and a famous Francebased winemaker. The result was a blend
(01:10):
of rose that is accessible and drinkableby all. During the pandemic, Jesse
and his co founder utilized social mediaas a way of connecting with customers.
They were hosting virtual happy hours withcelebs and influencers, and now the brand's
gaining massive traction and is distributed inover fifty countries around the world. In
this episode, we're going to learnit doesn't hurt to have a rock star
(01:32):
on your side, but Hampton Watersaudience isn't your typical John bon Jovi fan.
We're also going to learn that socialmedia is still the great equalizer.
Jesse built his brand before and duringthe pandemic by hosting virtual and irl events
to engage with his customers. Andwe're also going to learn not to be
afraid to break the rules and disrupta longstanding category. Jesse and his co
(01:53):
founder, we're using the product inunorthodox ways to reach a brand new type
of audience. Let's dive right in, all right, awesome. What is
the Jesse bond Jovi origin story.I grew up in Jersey. I still
(02:14):
very proudly have my New Jersey driver'slicense, but when I was twelve,
my family moved to New York City. I played sports all through you my
youth and into high school and endedup getting the opportunity to walk onto the
Notre Dame football team. Went tocollege at Notre Dame, moved out to
South Bend, Indiana, which wasa bit of a culture shock, and
(02:35):
people always asked me, they're like, you were drinking rose in South Bend?
No drinking as much beer as wecould get our hands on, and
just about anything else liquid. Butsince I was a little kid, my
parents had a place out in EastHampton, and when I would have my
couple weeks of summer that I wouldoccasionally get while I was at Notre Dame,
i'd go out there and hang outand go to the beach. And
(02:59):
that's where I really was introduced torose. And my dad's always been a
big rose drinker, and so healways kind of jokingly called it pink juice.
And one night, me and mycollege roommate Olie Thomas, we were
at my parents house and he offeredus a glass of pink juice, and
me and Alie started give him ahard time and said, look, you're
drinking with us, You're not drinkingpink juice anymore, you're drinking Hampton water.
(03:19):
From there, the idea sort ofstarted to bloom. We kept bugging
him the next day and we werelike, ye and Hampton water, like
you know, you said to putit on a bottle, like we could
do it, We could do whatwe could do it, and he basically
said, look, I don't carewhat you do do with your free time,
like leave me alone. I havea day job, and go figure
it out if you're serious. Andso I went back to school and designed
the label, designed the bottle andwe literally just started calling up Originally it
(03:43):
was wine stores, and then itwas wine stores in New York, and
then it was you know, winestores in LA and they put us in
touch with distributors, and then theyput us in touch with importers, and
then we started talking to wine makersand the thing just sort of snowballed and
we kept it really close to ourchest and eventually introduced to jar Batron and
he fell in love with this conceptof making a lifestyle brand, you know,
(04:04):
for us Rose at the time,we were looking at the category as
a whole. And I won't namenames, but so many French Rose's can
be so stuffy, and they canbe for other people and for us.
We wanted to create something that,at the time of twenty one year old
could walk into a wine store andgo, I don't know anything about rose.
I don't know anything about wine,but I like the label and that
(04:24):
name is funny, so I'm goingto try it and if it was good,
then people might buy another one.And so that was sort of our
belief, was that if we cameto it from a lifestyle place first,
that people would be into it,and that's what we've done since our launch.
At what point did you think,how are you like, how are
we going to make this stuff?Like, it's a cool name, we
(04:46):
like it, but did you everthink you were going to call it pink
juice? Well, like I said, my dad had always called it pink
juice, and that was sort ofhis running joke, and he would always
say that, you know, sincewe were little. He didn't want us
knowing that he was drinking you know, water cups full of wine all summer
long, and so he would callit, you know, Daddy's pink juice.
(05:06):
But yeah, we definitely kind ofbroke our way in We certainly didn't
have any formal wine training. Youknow, I thought that rose was made
mixing red and white together, youknow, So it was definitely a big
learning curve. But being able towork with someone like Gerard, who's second
generation winemaker, I mean he's peoplecall him the Prince of Languedoc. He
(05:30):
owns seventeen vineyards in the south ofFrance. He partners with another two hundred
and fifty. The guy he makessomething like one hundred and sixty different labels,
so not even just different skews,but different full on brands, and
so he is a true, true, true artisan. The first time we
went to the vineyard and he's tellingus to put this rock from the ground
(05:51):
in our mouth because you can tastethe salinity from the salt water air that's
blowing off the Mediterranean that's a coupleof miles that way. And you think
he's messing with you because he's like, put this dirt in your mouth,
But then you do it and you'relike, oh, yeah, it's salty.
And honestly, we've been very blessed. We're the first rose ever to
have four straight ninety point ratings fromWine Spectator. We were the first rose
(06:15):
in twenty five years to make thetop one hundred lists, so not just
the top one hundred ross, butthe top one hundred wines in the world.
We were on that list both forwine spectator and wine enthusiast, and
so the critical acclaim to the winehas been amazing. And like I said,
to have it not come from Provence, which most French ross are coming
from, is I think just atestament to the amazing quality that Girard is
(06:36):
make. The process to get tothe blend then take a long time till
you're like, this is it.It took about a week, but we
had to go to France and youknow, we spent a long time.
Initially just sort of Girard had twentydifferent bottles of different varietals out on the
(06:56):
table and said this is what thisone tastes, like this what this one
tastes like the kind of walked usthrough the whole thing. Let's blend something
up and let's see what we comeup with. And I mean literally just
like eyeballing percentages on a test tubeand then pouring it in glasses and swirling
it around and okay, you trythis one, you try this one,
you try this one, and thenby the end of the fifth day.
I mean literally using eye droppers toget different levels of different varietals to really
(07:23):
land on this is what we wantto do. It's such a cool story.
And who did you start the businesswith? So it's myself, my
dad, John bon Jovi, Gerarbatron, and Ali Thomas and Ali is my
college roommate. How do you splitup? Who does one in the company?
Me and Ali do everything. Mydad yells at us and Gerard makes
(07:43):
one okay, but there is oneperson like, are you the marketing?
Yeah, so I handle I handleall the marketing. Ali handles all of
the sales facing thing, so heoversees our sales team. How big is
your team underneath you? Guys?We're literally growing every day. We just
added two more team members just inthe last like four weeks. We're thirteen
(08:07):
plus an outside pr team. Okay, but just in the last four weeks,
I think we've added three people.We're growing. We're growing very rapidly,
which is exciting. And did youfind that the pandemic accelerated your growth?
Definitely? Originally when we first launched, we were getting a lot of
great press and we had social media, but it wasn't really a focus because
(08:31):
we were putting all of our energyand effort into creating pr Buzz, which
what we learned after really the firstyear and a half was that once the
New York Times tells the story orthe Today Show tells the story or whoever,
the quality of storyteller after a yearand a half really starts to go
down. And so, you know, the New York Times will tell that
(08:52):
story, but they'll do it onceand they go, good luck, Yeah,
let us know when you have anothernew thing. But the next year
a the new Vintage is out andwe're excited about it. They go,
okay, good luck. You know, we don't care. And so we
had to really during the pandemic,take a look at how we were getting
our story out and how we werecommunicating with people, and how we were
(09:13):
really building that that community around thisHampton lifestyle. And so we really started
focusing on social media. I waswe called it the Happy half Hour.
We were doing it twice a week, which was a little exaust dig at
daunting, but we were just goingon Instagram live and literally hosting like live
from my couch, Here's a cookinglesson, here's a workout, you can
(09:35):
do from your apartment. Here's anOlympic snowboarder telling us about how he's passing
his time, and so it wasliterally just how do we fill thirty minutes?
And that really started to grow oursocial media. We became the number
one selling Rose onwine dot com.We became the number one searched Rose on
fourth tier platforms, so think drizzly, minibar, reserve bar, you know,
(09:58):
places you order stuff. And itwas because we were really starting to
speak to the community. And soyeah, twenty twenty we caught on fire
and since then we've been the mostfollowed Rose brand on the internet. What
do you find the most useful conversionto sales would be? Is it Facebook
ads? Is it your dot com? Promoting it? Like it's tough,
(10:20):
you know, it's hard to say, and truthfully, you know, not
to um not to talk poorly onwine dot com because they've been a great
partner and we're very, very excitedfor the business that we do together.
But they don't have the ability likeyou would on your own web or if
they certainly have the ability, infact, I take that back, they
don't want to share the ability totrack actual clickthrough and they are able to
(10:45):
then market whatever they want to aconsumer that lands on the page. Yeah.
So initially we were doing a lotof go toWin dot com, Biaswy
dot com, Biaswy dot com,and we were driving lots and lots of
business to ye dot com. Yeah, and we're buying other stuff, and
so it became it becomes a verydifficult thing for us to kind of work
(11:05):
through. And what we've really foundis as long as we're able to build
awareness and have the distribution net tocover the country, we're able to create
pull through, and we're able tocreate sales, and we're able to create
buzz. And so that's really beenour big focus for the last two years
because we're not able to say,hey, here's an ad and click this
(11:26):
and buy it. It's just nothow it works. But we are able
to do here's a funny video,here's the brand, here's the brand here.
And our thinking is the more yousee us and the more you share
it with your friends, and themore you join into this Hampton Water community
that we're trying to build, themore likely you are to go out and
try it. Your job is sortof if we make the brand famous,
(11:48):
everything we'll follow that. And ourbelief has always been to sort of democratize
Rose and really French wine in general. You know, like I said,
when we first came out with thebrand, we were looking at these the
traditional Provence French rose's that have beenaround forever that you know, again,
my dad was drinking twenty five yearsago, and there was this aura of
(12:09):
this isn't for the kids. Thisisn't for us to drink while we're hanging
by the pool. This is formom and dad. Leave this in the
fridge. This is something nice,despite the fact that it was a nineteen
dollar bottle of wine, like wecould have gone and bought it ourselves.
But again, there was this auraof, oh, well, you don't
know, and so this isn't foryou, and so we wanted to create
something that didn't have that same like, oh, the nose on this is
(12:33):
so beautiful and oh, you know, have you noticed the mouth feel of
the you know whatever? And it'slike who cares? You know, is
it good? Is it cold?Like great, You're kind of destigmatizing rose
making it accessible for a younger audience, which hasn't really been done before.
(12:54):
Did you have a hard time whenyou started working with Girard, who obviously
takes wine very seriously, and you'recoming in with something called Hampton water.
Did you have to convince him?Did he feel like that was degrading to
wine or how did that go?Yes. So when we first launched,
we were we had this concept ofrose should not be a seasonal drink,
(13:16):
and we want to be the firstall year round rose. And so we
launched this thing called the Pink BottleBoy Dinner Series, and we, of
course were the Pink Bottle Boys,and so we started it in September and
we went all the way through thewinter and every month we were partner with
different chefs around the country and justhost dinner parties and we literally just gave
the chef the rose and we saidmake whatever you want. We're not going
(13:37):
to tell you what to do.We were really trying to destigmatize this idea
of you only drink this in thesummer. And one of the other concepts
that we came up with was creatingcocktails, and so we worked with this
amazing mixologist at a bar called TheDaisy on the Upper East Side, and
he came up with like ten fantasticcocktails. One was a hotty toddy one
was he called it the Pinkies Upand it was like a gin cocktail that
(14:01):
was amazing. He crated a HamptonNegroni that was really really great, and
we were so excited to go backand tell Gerard about these amazing cocktails that
we made and how we were kindof again creating ways for people to enjoy
rose even when they wouldn't traditionally thinkto do it. And the first time
we showed it to us, Thefirst time we showed it to him,
he was so pissed and he waslike, this is a ninety point rated
(14:22):
wine. You know, how dareyou mix this? And you heated it
up? Like what is wrong withyou? This is terrible. You know,
this is not how you treat mywine. And it was funny.
He was like, listen, youdo whatever you want, but this is
not how you treat a ninety pointrated French one. And we were like,
that's the issue with the whole thingis that people go, well,
that's not how you have this.And our perspective was, well, why
(14:45):
not if I want to put icein my rose? Why can I if
I want to put a shot oftequila in my Rose, why can't I.
And so a year and a halflater, you know, we're starting
to get these cocktails out and sincethen we've partnered with the USBG. We
were the first wine brand to everdo that. I mean, we've we've
really leaned into this cocktail concept andit's starting to really work, which I
(15:07):
think is exciting. But a yearand a half later we go back and
Girard was so excited to show usat the Gerard, which was a champagne
cocktail that he had created, andhe was so pumped up to show us
his wine based cocktail that he made, and we were like, uh huh,
okay, so you got through tohim. What do you think makes
Jesse? Jesse? What do youthink you're like exceptionally good at I don't
(15:30):
like to think I'm exceptionally good atanything, I would say, And again,
kind of going back to that walkon mentality, I have always been
a very hard worker. We alwaysjoked that we're not too proud to tell
you what we don't know. Youknow, we know what we don't know,
and so I've always been one toask questions and kind of play devil's
(15:52):
advocate and really try to get tothe root of things. And I've always
been one to just work really hard. You know. We were always joke
before we had at our own fullsales staff, I would travel anywhere if
you bought ten cases. You know, I'll drive, I'll get on a
plane, I'll sleep in a crappyhotel. You know, I'll go anywhere
if you buy ten cases a line. And so that has always been sort
(16:15):
of the driving belief. And nowthat we have a sales team, and
now that we have people that youknow are working for us and with us,
we're able to say, look,I drove four hours and then stood
in the liquor store and did atasting, and no one showed up.
What did you do today? Andso we're able to hold our folks to
(16:36):
that same standard. And I thinkthat we've really built a team that believes
that same way that we do,you know, and that works their butts
off the same way that we do. And so that's always been where I
have been able to hold my headhigh, as the fact that you know,
we'll put in the hours, we'lldo the work. What is your
community or what does your audience looklike a little bit older than I think
you would think ye, but thereis there is always going to be the
(16:59):
bon Jovi andem that comes along withsomething like this, and we're very thankful
for them. We try to trendyounger, right, and our belief is
that no one thinks they're sixty.You know, everyone thinks they're twenty five.
And so if you can speak tothat younger demographic, and again,
like I said, the demographic that'sintimidated by wine, the demographic that doesn't
feel that they know enough to gobuy a bottle, then you'd speak to
(17:22):
a lot of folks. Lots ofpeople are intimidated by wine. Eighty five
percent of Americans buy wine entirely onthe label. I always jokes, I
don't care if you're sitting in youknow, main beach in East Hampton or
an above ground pool in Arkansas.If you're drinking Hampton water, you're live
in the Hampton life. Yeah.So it's meant to be for everyone,
and it's meant to be again democratized. Are you thinking about making more wines
(17:45):
or other products or are you reallyfocused on like you're focused on rose and
right now, we're very focused onHampton water. Okay. You know the
belief in our minds is that there'sstill a ton of room to grow.
We always we think that we're reallybig until you get out into the country.
Then you're like, oh, no, one's hurd of us, you
know. And so there's certainly stilla huge runway ahead of us, and
(18:07):
we don't want to distract ourselves.How how do you balance because obviously you
have like a great personal story,You've got your dad involved. How do
you balance leveraging that, which issmart to do obviously, but also creating
the brand story itself. Well,first and foremost, it's a family business,
right, That's how we look atit. There has been plenty of
(18:30):
celebrity brands that have come and gone, and it takes some real looking before
you see the name John bon Jovianywhere on that bottle. You know,
we didn't put it on the frontlabel. It's not that it's a family
business. It's a family wine brand. Truthfully, going into it, I
was confident that we would be ableto use the asset. Right. We
(18:52):
can build a lot of hype,we can get great press, we can
get the word out, we canget people excited about it. But if
the juice in the bottle is nogood, you try it you go that
was cute and you never buy itagain. And so for us what was
in the bottle was just as importantas how we were talking about the brand.
Again, the last thing we wantedto do is make a vanity project.
(19:12):
And do you think when you thinkabout your marketing efforts, do you
think podcast is soul? In science? How do you think about your gut
and thinking with your heart and thenthinking with data and insights into your next
activity. Data in the sense ofwe know the type of person that is
making this purchase that you know,going all the way through the funnel and
(19:33):
actually buying a bottle. That's almostimpossible to track because we'd have to talk
to every liquor store across all ofManhattan and ask them for credit card receipts
and then get the ages of thosepeople. But what we are able to
do is look at certain neighborhoods,certain single accounts. Where is it doing
where you know, where are otherrose's doing well? And why, what
are programs that they're running, Whatare promotions that they're doing, What are
(19:57):
ways that they're talking to their consumer, they're talking to their bartender, or
they're talking to that psalm and workingin different sort of creative ways to get
our foot in the door. Andso that's really been the way that we're
able to use buying demographics as wellas geographic locations to say, well,
(20:18):
we want to own beaches, sowe better have a lot of places on
Venice Beach in LA. And thenagain, get the bartender or the psalm
or the waitress excited about Hampton Waterbecomes then the mission and that becomes your
marketing. Something like eighty percent ofbartender recommendations are taken. People will trust
(20:41):
if the bartender or the waitress orwe have this amazing rose, do you
want to try I'm telling about.Oh it's from the south of France.
It's got four ninety point ratings.It's really really good. You want some?
And people go, sure, I'lltry that. Yeah. On one
hand, reaching millions of people withsocial media and doing something that's entertaining,
and then there's this block and tacklinglike bartender one at a time, like
(21:03):
telling, educating and telling the story. You know, we always are like
we don't have bud light budgets.You know, we're not able to go
out and get a Super Bowl ad. So what are more guerrilla ways that
we can be impactful in a community, you know, and what we've done,
and a lot of it has beenthings like sponsoring local charities, working
with you know, local foundations,sponsoring different events, you know, whether
(21:23):
it's influencer events or bartender events.Like we work with a company called speed
Rack and they are a female owned, female focused bartender competition that happens across
the country where the Rows where thewine sponsor of speed Rack, and then
they partner with the Pink Agenda,which does breast cancer research. So again
(21:45):
finding ways that other brands are notthinking of to get in front of the
consumer. Do you have like inyour mind a goal, like you're if
we hit this one marker, Ifeel like we've got this next level of
success. Yeah. So one hundredthousand cases domestically is really what we're going
(22:06):
for, because what we have beentold is that that's where you know,
the key gets turned, and that'swhere things really start to pick up in
a pretty serious way, because ifyou're doing that kind of volume, national
retailers go, Okay, what isthat? How come we don't have that?
And we're starting to really see that. Albertson's was the first big national
retail chain that brought us in andwe're very, very thankful for that,
(22:30):
and the success that we have hadin Albertson's has led us to get into
Kroger. That was the first timethat we didn't have to like, please,
sir, can you bring and giveus a shot? They called us
and they're like, Hi, we'veseen the numbers, We've seen what you're
doing in Nielsen data, and we'dlike to put you in thirteen hundred stores.
We were like, yes, please. That led to HGB in Texas,
(22:53):
you know, that led to ABCin Florida, and so now we're
starting to see the like, oh, okay, this is happening. So
I'm gonna ask you some personal questions, Jesse, what are some of your
role models in your life? Iwould I would definitely have to say my
dad. As cheesy as it is, he has been a great role model
(23:15):
for work ethic my entire life.The guy, you know, at six
sixty years old, Uh, stillruns, you know, five six miles
a day, works out like alunatic, you know, still taking singing
lessons every day. Wow, isstill writing every day. So he's he's
definitely an inspiration of mine and arole model of mine. Like I said,
(23:37):
you know, the hard work paysoff, and he's putting in,
putting in the hours, that's forsure. Do you have a favorite quote
or mantra that you go back toor that kind of drives you as you're
on your entrepreneurial journey. Yeah,you know again, you're I think at
this point you're you're you and yourlisteners are gonna think that I'm like some
kind of crazy workaholic. But onequote that was given to me by a
(24:00):
coach when I was playing football wassuccess is not owned, it is leased,
and rent is due every day.I love that. And so it's
just the idea that you got toget up and go get it, you
know, and just because you didsomething good yesterday don't matter. You just
borrowed it for the day, andtoday you got to go up and pay
(24:21):
it. Pay that back again.Is there a place when you're trying to
crack a problem that you feel youare your most creative or most productive?
The bathroom amazing. I have definitelycome up with some bright ideas either in
the shower or you know that thatsort of half asleep walk in the middle
(24:45):
of the night when you got togo be um. There has definitely been
some some ideas to come to me. And then I'm like, I gotta
remember that in the morning. Igotta remember that in the morning. I
gotta remember that in the morning,bathroom or car. When I'm driving my
car, I will often grab myphone and either you know, call my
business partner, or call our presidentor call ore you know now new head
(25:06):
of marketing, and you go,okay, here's the thing. I just
thought of this, and tell meto shut up if I'm an idiot.
And it's like, okay, it'slike I have six minutes, like start
talking, Okay, here's the idea, blah blah, and they're like,
keep driving, okay, okay.There is there an outstanding goal you want
to accomplish in your life, whetherit's business or personal. I've always been
(25:30):
someone to have sort of you know, you don't get to the mountaintop,
you just take the next step,you know what I mean. And so
I think it's fantastical of me tosay I want to sell a million cases
of ham from water. Okay,you know, so what today I want
to have a phone call with you, and I want to talk to the
guys at MSG at twelve fifteen,and then I want to go to lunch
(25:52):
with my buddy Hunter. And soI'll give you another motto right that I
say often is inch by inch isa cinch. Yard by yard is hard.
You know, if you try totake it one hundred yards at a
time, good luck. But ifyou take it one step, you know
you'll get there. I've never heardthat that's a good one. That was
as another football one for you,But I'm I'm full of football quotes.
(26:15):
Do you have what's your favorite songthat your dad did? Oh? It
matters that it matters the tone ofthe day, you know, I mean
truthfully, I love bed of Roses. I love I'll be there for you.
I love the kind of like youknow, the ballads, the real
heart wrenchers. But would I saythat I've stood on top of a bar,
(26:37):
in a very in many disgusting places, screaming, living on a prayer,
Yes I have. Have I gottenalmost kicked out of bars singing,
you know, wanted dead or alive, into bottles of alcohol. Yes I
have. So again, it matterswhat the mood is. All right,
(26:57):
all right, has been awesome.I love hearing about your journey. I
wish you continued success. I lovethe label you guys designed, I love
the name. I think the namereally goes really far. Keep it up.
And where do you want people togo to either follow you or the
brand. Check us out on ourwebsite at Hampton Waterwine dot com. There's
(27:19):
a find us tool that you cantype in your address and it'll show you
the closest wine store grocery store thathas it. You can order us right
now on wine dot com. Youcan check us out on our Instagram and
on TikTok, and on Twitter andon anywhere that you take in social media.
We even have a Spotify at HamptonWater and you can see me embarrass
(27:41):
myself regularly on the internet. Checkus out Hampton Waterwine dot com. All
right, thanks so much, Jesse, this has been great. Thank you.
I look forward to hoping that peopleenjoyed listening to me. Thanks so
much for listening to Soul and Scienceand we'll see you next week. Soul
(28:03):
and Science is a mechanism podcast producedby Maggie Bowles, Ryan Tillotson, Tyler
Nielsen, Emma Swanson and Lily Jablonsky. The show is edited by Daniel Ferrara.
With theme music by Kyle Merritt andI'm your host Jason Harris
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