/ Business Growth · Case 03 · Health Beverage · Vietnam & Singapore
Drinkizz
From distributor systems to a $30M Series A valuation.
The brief.
Drinkizz is a health beverage brand operating across Vietnam and Singapore. From late 2021 through early 2024 I led growth marketing while holding shareholder equity — running B2C performance marketing, building a distributor system from scratch, opening B2B accounts with Central Retail and HORECA partners, and helping author the Series A pitch that closed at a $30M valuation. The brand wove traditional, scientific, fairy and nature elements into the products to celebrate cultural diversity and create moments worth talking about.
What was on the table.
A young health-beverage brand needed to scale across B2C, B2B, and distributor channels in parallel — with the financial story to attract Series A capital.
How it shipped.
Spearheaded digital performance marketing — $150K Tet Campaign sales with integrated packaging + GTM.
Built an individual distributor system from scratch, hitting $200K Tet MVP via sales kits, policies, and tools.
Created B2B wellness programs and no-code consulting for Central Retail and HORECA — $500K B2B revenue in 2023.
Launched the O.N.E concept store and ran community programs (Ironman, runner clubs) to position the brand.
Co-led fundraising documentation, raising 15% via venture capital and two business angels.
Brand and operations are the same product
The growth frame at Drinkizz refused the brand/ops split. A consumer beverage scales only when the story you can drink and the system you can ship are the same artefact — distributors, retail buyers, and community all consume the same operational truth, just at different altitudes.
If the distributor cannot sell it, the community cannot drink it.
Performance, retail, distributor, and fundraising channels publish into one source of truth.
Series A is a financial restatement of the operational story, not a separate exercise.
B2C, B2B, distributor, and capital on one operational spine
We modelled four parallel motions — B2C performance marketing, B2B wellness programs, individual distributors, and Series A fundraising — as channels reading from the same operational spine. The logical model made the trade-off between channel growth and warehouse reality explicit, so no campaign promised something the operation could not back up.
B2C: performance marketing tied to integrated packaging + GTM — Tet Campaign as the recurring revenue moment.
Distributor: individual distributor system with sales kits, policies, and tools — MVP measured in Tet revenue.
B2B: wellness programs and no-code consulting for Central Retail and HORECA accounts.
Community: O.N.E concept store, Ironman, and runner clubs as positioning surfaces.
Capital: Series A documentation derived from the same operational numbers the channels report against.
Performance system, distributor platform, and a $30M Series A
The physical deliverables shipped as a portfolio of compounding systems — a performance marketing and creative system, a distributor operations platform, a B2B wellness program for HORECA, the O.N.E concept store launch, the community programs, and the Series A documentation that closed at a $30M valuation.
Performance marketing & creative system — $150K Tet Campaign sales.
Distributor operations platform — $200K Tet MVP from a system built from scratch.
B2B wellness program for Central Retail + HORECA — $500K B2B revenue in 2023.
O.N.E concept store launch and community programs (Ironman, runner clubs) as positioning surfaces.
Series A documentation — 15% raised via venture capital and two business angels at a $30M valuation.
“Brand and operations are the same product. If your distributor can't sell it, your community can't drink it.”
Numbers, verified.
- Series A valuation
- $30M
- B2B sales 2023
- $500K
- Tet Campaign MVP
- $200K
- Tet Campaign sales
- $150K
- VC + angel raise
- 15%
/ What we shipped
Performance marketing & creative system
Distributor operations platform
B2B wellness program for HORECA
O.N.E concept store launch
Community programs (Ironman, runner clubs)
Series A documentation & investor narrative
What stuck.
A consumer brand needs a story you can drink and a system you can scale. Running performance, retail, distributor, and fundraising in parallel meant every channel had to publish to the same operational source of truth — there was no margin for a side-of-desk spreadsheet, and no margin for a story that the warehouse couldn't back up.