This TikTok-Famous Hard Seltzer Is Convincing Gen Z to ‘Quit the Claw’

Nectar crafts community by exchanging texts with fans 

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Unlike that kid from your hometown who has been MIA since securing an American Eagle partnership and a blue checkmark on Twitter, Jeremy Kim still has the decency to respond to your texts.

He is the co-founder of Nectar, a hard seltzer startup that leveraged a fanbase before selling its first can. By replacing customer service calls with casual text threads, and classic flavors like black cherry and mango with Asian fruits like lychee and yuzu, Nectar is convincing vendors to make room on their shelves for just

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in