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Modern Retail: Why bulk is better for some CPG brands like Mariani and Apothekary

DTC wellness brand Apothekary makes a variety of herbal supplements, from caffeine alternatives to gut health formulas. But its most popular products are its alcohol alternative tinctures that can be added to water. That’s why, in April, Apothekary rolled out a 100 milliliter-size bottle of its red and white wine alternatives, amounting to about 100 servings.

“We got so much feedback of, ‘I’m buying two to three of these bottles, can you just come up with a big one?’” said founder Shizu Okusa.

Apothekary is just one of many brands that are finding putting more product in a package becomes a way to close the deal with price-conscious consumers.


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