ADVERTISEMENT
  • About
  • Contact
  • Testimonials
  • Demographics & Advertising Rates
Thursday, April 22, 2021
Search
    Generic filters
    California Business Journal
    63 °f
    Los Angeles
    61 ° Fri
    61 ° Sat
    60 ° Sun
    58 ° Mon
    60 ° Tue
    65 ° Wed
    • Front Page
    • Business
      • Insurance
      • Real Estate
    • Finance
      bitcoin of america

      The power of Bitcoin of America intensifies

      venture-capital-investment

      Silicon Valley and Tel Aviv Firm NextLeap Ventures Rising To The Next Level

      Bitcoin

      Big Changes May Be Coming For Cryptocurrency

      bitcoin2

      What the average person needs to know about Bitcoin

    • People
    • Featured
      lights, camera, action2

      Lights, Camera, Testing!

      Dennis Weiss Lead Gen

      Commentary: Preventing Lead Generation Fraud

      yacht fishing sunset1.1

      J. Douglas Hines has shaken up the food industry with a plant-based seafood alternative product

      stock-market-3

      How the Inflow of Retail Traders is Changing Stock Market Dynamics

      Dr. Chris Harts4

      Oventus Medical Is Revolutionizing the Treatment of Sleep Apnea

    • Technology
      Higher Education Adapts to Covid Using IT

      How Higher Education Has Adapted to Covid-19 Using IT Tools

      NEC X Figure 3_Shige Ihara

      Fast Tracking Technologies … To The World

      Welcome to the construction industry’s automated augment

      Tech Future Healthcare1

      Technology and the Future of Health Care

    • Law
      Doctor getting second opinion on patients x-ray

      Improper Medical Treatment: What To Do Next?

      Mediation-For-Couples (1)

      What is Mediation and How It Can Help?

      Legal obligations of businesses: What happens when these duties are breached?

      Nicole Kuklok-Waldman Headshot

      Commentary: How to Bounce Back from a Canceled Career 

    • News
      blockchain2

      Blockchain.com Value Reaches $5.2 Billion

      Negative Google reviews1

      How to Handle Negative Google Reviews

      SleepScore Labs

      The Final Score

      Passports on a map of the world

      If Your Employees with U.S. Passports are Traveling in 2021, Start Planning Now

    • Human Interest
      • Food
      • Art & Culture
    • Education
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Health insurance claim form

      How to file an insurance claim: Everything you need to know

      safe workplace

      9 Essential Steps for a Safer Workplace

      trust3

      7 ways to build trust on your business website

    • Health & Fitness
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Woman climber on a Klettersteig (Via Ferrata)

      6 Unique Ways to Stay Fit Outdoors This Summer

      WOMAN WORKING OUT

      Taking the Gym Home: Hot Selling Items During the Pandemic

      silhouette-of-man-and-woman-running

      3 Reasons to Start Working Out … This Month

    California Business Journal
    • Front Page
    • Business
      • Insurance
      • Real Estate
    • Finance
      bitcoin of america

      The power of Bitcoin of America intensifies

      venture-capital-investment

      Silicon Valley and Tel Aviv Firm NextLeap Ventures Rising To The Next Level

      Bitcoin

      Big Changes May Be Coming For Cryptocurrency

      bitcoin2

      What the average person needs to know about Bitcoin

    • People
    • Featured
      lights, camera, action2

      Lights, Camera, Testing!

      Dennis Weiss Lead Gen

      Commentary: Preventing Lead Generation Fraud

      yacht fishing sunset1.1

      J. Douglas Hines has shaken up the food industry with a plant-based seafood alternative product

      stock-market-3

      How the Inflow of Retail Traders is Changing Stock Market Dynamics

      Dr. Chris Harts4

      Oventus Medical Is Revolutionizing the Treatment of Sleep Apnea

    • Technology
      Higher Education Adapts to Covid Using IT

      How Higher Education Has Adapted to Covid-19 Using IT Tools

      NEC X Figure 3_Shige Ihara

      Fast Tracking Technologies … To The World

      Welcome to the construction industry’s automated augment

      Tech Future Healthcare1

      Technology and the Future of Health Care

    • Law
      Doctor getting second opinion on patients x-ray

      Improper Medical Treatment: What To Do Next?

      Mediation-For-Couples (1)

      What is Mediation and How It Can Help?

      Legal obligations of businesses: What happens when these duties are breached?

      Nicole Kuklok-Waldman Headshot

      Commentary: How to Bounce Back from a Canceled Career 

    • News
      blockchain2

      Blockchain.com Value Reaches $5.2 Billion

      Negative Google reviews1

      How to Handle Negative Google Reviews

      SleepScore Labs

      The Final Score

      Passports on a map of the world

      If Your Employees with U.S. Passports are Traveling in 2021, Start Planning Now

    • Human Interest
      • Food
      • Art & Culture
    • Education
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Health insurance claim form

      How to file an insurance claim: Everything you need to know

      safe workplace

      9 Essential Steps for a Safer Workplace

      trust3

      7 ways to build trust on your business website

    • Health & Fitness
      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      Woman climber on a Klettersteig (Via Ferrata)

      6 Unique Ways to Stay Fit Outdoors This Summer

      WOMAN WORKING OUT

      Taking the Gym Home: Hot Selling Items During the Pandemic

      silhouette-of-man-and-woman-running

      3 Reasons to Start Working Out … This Month

    Search
      Generic filters
      California Business Journal

      The Fuse is LYTT

      Herbal-Infused Flavored Malt Beverage brand is poised for strong growth; Company’s virtual infrastructure enables it to scale in the age of COVID-19.

      by Susan Belknapp, Senior Writer, California Business Journal
      A A
      use this
      Share on FacebookShare on Twitter

      What could be more 21st-century sounding than an “herbal-infused, zero-sugar, reverse-osmosis alcohol” brand? Add to that, flavor names such as Blue Adios, Pink Payload, Cryo Candy and Agent Orange with alcohol volume ranging from 13.9 to 15 percent for a price point of $3 – $4?

      Founder and developer Michel Myara, a pioneer in the nonalcoholic beverage space, is a self-taught formulator who developed RAGE Liquid Energy, the first high-potency, zero-sugar energy drink in 2005, in what is now a billion dollar business lead by brands like BANG (distributed by PepsiCo), REIGN (distributed by Coca-Cola) and ADRENALINE CHOC (distributed by Keurig Dr Pepper).

      Myara had his finger on the pulse back then and developed a brand that he eventually sold after 10 years in order to make the leap to the alcohol beverage space in 2014. He began creating the product now known as LYTT (pronounced “lit”) and brought it to market in 2016.

      Myara makes sure to distinguish LYTT products from the current trend of bland tasting hard seltzers: “Our products,” he says, “are full flavored and made with non-calorific sweeteners so they are still sweet and full-flavored despite being zero sugar.”

      The company URL is a slogan in itself: getlytt.today. The URL is indicative of the type of online innovation Myara is committed to as he built his company based on a virtual infrastructure and waited to do an aggressive launch until every variable was in place.

      LYTT LLC is completely cloud-based and paperless. The COVID-19 lockdown didn’t affect the company because “I was committed from the beginning to leverage technology to run a streamlined, remote company,” he says.

      As he was developing the product, finding the right manufacturer and creating relationships with major distributors, Myara was also building a corporate structure that allowed technology to do the “heavy lifting.”

      “Our website, customer relationship management platform (CRM), online ordering, accounting, and compliance software are all fully integrated and scalable,” he says. “All the apps talk to each other and everything is automated and is structured so there are no repeated steps. No data that is ever entered twice.”

      In addition to the challenges of opening a new business and bringing a new product to market, alcohol compliance rules are strict and vary from state to state. There is no room for error so Myara made sure alcohol compliance software that track and monitor every state’s requirements is part of his scalable integrations.

      It took time to implement the structure but now that it’s established and fully operational, every app knows where to pull its data from and because such thought went into every detail, Myara says the company is poised for “massive growth.” And that growth can occur with “modest staffing increases.”

      “When the pandemic hit, we were already in a remote work environment,” he says. “In fact, the lockdown has been good for LYTT. March sales were up over 300% from this time last year.”

      He cites the nature of lockdown and how it has helped cultivate a consumer base that is seeking something new and unique that offers a “return” for little money. “People are at home, on social media, seeking and discovering new brands,” he says. “They’re seeing the value in LYTT because 14-15% alcohol by volume for a few bucks is appealing.”

      As word-of-mouth about the brand continues to build online, Myara continues to focus on the distribution element, which is a significant challenge for any beverage supplier, particularly alcoholic beverages. Beer distributors are regional and handle product territory by territory. LYTT is now being carried by 25 distributors throughout the United States.

      “The large beer distributors who dominate shelf space turn down 98 percent of new suppliers,” he says. “But they see the value of innovation and the potential of LYTT. It’s not like all the other products; they already distribute in look, feel, taste, ingredients and value. I got in by doing old-fashioned cold calling, one distributor at a time.”

      LYTT is contract manufactured by a centrally located contract brewery in the Midwest that – like the company itself – has all the systems in place to accommodate exponential growth.

      “As we add new distribution channels and new territories, we won’t have to make many structural changes,” he says. “We’re ready to go.”

      LYTT is available at convenience stores, gas stations and liquor stores. All four flavors are packaged in 24-ounce cans, an off-premise consumption package.

      COVID-19 aided in the proliferation of new brand awareness on social media. The nature of lockdown itself has driven a steep increase in off-premise alcohol consumption. According to CNBC, “Off-premise sales of spirits in the U.S. went up 34.1% from last year for the nine-week period ending May 2, according to Nielsen data, while wine sales went up 30.1% during the same time. Beer sales went up 12.6%.”

      Lending an assist were online alcohol delivery apps like Drizly. Available in 100 markets, Drizly picks up from local retailers so availability of the product is dependent on what the local contracted store offers. Malt beverages in the U.S. are subject to the three-tier system consisting of supplier, distributor and retailer. Drizly helped provide a workaround for direct-to-consumer shipping during quarantine as the product is ordered from the app but is being delivered directly by the retailer.

      (Photo ID: LYTT Founder and developer Michel Myara)

      Copyright © 2020 California Business Journal. All Rights Reserved.

      ADVERTISEMENT

      This article was edited and published by Rick Weinberg, California Business Journal’s Founder and Editor-in-Chief. Click here for Rick Weinberg’s biography.

       

       

       

      Tags: accountingagentalcoholbeerCaliforniacloudcloud-basedCoca-ColacomplianceconvenienceCoronavirusCovid-19Customer Relationship Managementdeveloperenergyfocushard seltzersherbal-infusedinfrastructureinnovationLLClocalLYTTMichel Myararelationshipsreverse-osmosis alcoholSocial Mediatechnologywinezero-sugar
      ADVERTISEMENT
      Susan Belknapp, Senior Writer, California Business Journal

      Susan Belknapp, Senior Writer, California Business Journal

      Susan Belknapp is a Writer, Editor and Corporate Communications expert with 15 years of professional writing experience across a wide variety of disciplines, including monthly print and digital magazines, social media, marketing and brand development. A graduate of University of Southern California with a degree in Fine Arts and Filmic Writing, Susan was Editor of OC Metro Magazine, which became part of the Orange County Register. Susan is also the Founder of Chonubusu Toffee, an online/direct-sale English toffee company specializing in custom orders, events, personalized labeling and dangerously delicious product prepared with the finest ingredients.

      WHAT TO READ NEXT

      Take care of Mind-Body-Soul
      Health & Fitness

      4 Steps to Taking Better Care of Yourself in 2021

      April 22, 2021
      Health insurance claim form
      Education

      How to file an insurance claim: Everything you need to know

      April 22, 2021
      safe workplace
      Education

      9 Essential Steps for a Safer Workplace

      April 22, 2021
      trust3
      Education

      7 ways to build trust on your business website

      April 21, 2021
      lights, camera, action2
      Featured

      Lights, Camera, Testing!

      April 21, 2021
      speeding
      Education

      Here’s Exactly What To Do After Getting Fined With A Speeding Ticket

      April 21, 2021
      Next Post

      How to Run a Successful Business: 5 Tips and Tricks

      Follow Us

      ADVERTISEMENT

      Categories

      • Art & Culture
      • Business
      • Editor's Choice
      • Education
      • Featured
      • Finance
      • Food & Dining
      • Health & Fitness
      • Human Interest
      • Insurance
      • Law
      • Marketing
      • Medical
      • News
      • People
      • Popular
      • Real Estate
      • Social Media
      • Technology
      • Uncategorized

      CBJ Partner Firebrand Media

      Laguna Beach Independent Newspaper

      Laguna Beach Magazine

      Laguna Beach City Guide

      On The Menu Laguna Beach

      Newport Beach Independent Newspaper

      Newport Beach Magazine

      Newport Beach Country Club Magazine

      Coastal Real Estate Guide (NB,LB, CDM)

      Montage Magazine

      Monarch Beach Resort Magazine

      Pacific Coast Magazine (SoCal)

      Omni Escapes Hotel Magazine

      Sea Island Life Magazine

      Salamander Hotel & Resorts Magazine

      Bespoke Concierge New York

      Evans Hotels

      View our entire portfolio here

      ADVERTISEMENT
      1REALTOUR-SAN DIEGO-WEB DESIGN
      ADVERTISEMENT
      Facebook Twitter LinkedIn LinkedIn Instagram
      C B J   LOGO  SVG-01
      • About
      • Contact
      • Testimonials
      • Demographics & Advertising Rates

      Newsletter

      Most Viewed

      • Judge gavel, scales of justice and law books in court

        Lawsuit Basics: How Much Does It Cost to Sue Someone?

        0 shares
        Share 0 Tweet 0
      • THE ONLY WAY

        0 shares
        Share 0 Tweet 0
      • REPORT: TECH GIANT CISCO ABOUT TO LAY OFF 14,000

        0 shares
        Share 0 Tweet 0

      Latest Articles

      Take care of Mind-Body-Soul

      4 Steps to Taking Better Care of Yourself in 2021

      April 22, 2021
      Health insurance claim form

      How to file an insurance claim: Everything you need to know

      April 22, 2021
      safe workplace

      9 Essential Steps for a Safer Workplace

      April 22, 2021

      California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
      ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
      Site Design by 1REALTOUR

      Search
        Generic filters
        • Front Page
        • Business
          • Insurance
          • Real Estate
        • Finance
        • People
        • Featured
        • Technology
        • Law
        • News
        • Human Interest
          • Food
          • Art & Culture
        • Education
        • Health & Fitness

        California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
        ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
        Site Design by 1REALTOUR