<p>In this episode of Retention Chronicles, Mariah sits down with Meredith Mills-Merritt, founder and CEO of The Original Southside, a spirit-based, certified organic ready-to-drink cocktail built to challenge the status quo of the alcohol industry .</p><p>Meredith shares how a family summer recipe evolved into a fast-growing CPG brand, why the RTD category is more confusing than consumers realize, and how ingredient transparency became her competitive edge. We unpack the difference between malt-based beverages and true spirit-based cocktails, the realities of launching in a saturated but growing category, and what it takes to build brand trust in a three-tier distribution system.</p><p>We also dive into:</p><ul><li><p>Why education-first marketing is her primary acquisition strategy</p></li><li><p>How organic social and in-store tastings drive early traction</p></li><li><p>What retention looks like across DTC and retail</p></li><li><p>Why customer experience matters even more in a high-friction shipping category</p></li><li><p>The two unexpected consumer cohorts fueling growth</p></li></ul><p>If you’re building in CPG, navigating restricted goods, or thinking about how to balance brand awareness with retention, this episode is a masterclass in patience, precision, and raising the bar.</p>