# This packaging switch tripled sales velocity, with Saint James Co-Founder

Page: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/this-packaging-switch-tripled-sales-velocity-with-saint-james-co-founder
Text version: https://stenobird.com/podcast/ad-age-marketer-s-brief-244230/this-packaging-switch-tripled-sales-velocity-with-saint-james-co-founder.md
Podcast: [Ad Age Marketer's Brief](https://stenobird.com/podcast/ad-age-marketer-s-brief-244230)
Published: 2026-08-19T09:00:00+00:00
Episode link: https://marketersbrief.libsyn.com/this-packaging-switch-tripled-sales-velocity-with-saint-james-co-founder
Audio file: https://traffic.libsyn.com/secure/marketersbrief/This_packaging_switch_tripled_sales_velocity_with_Saint_James_Co-Founder.mp3?dest-id=1162928
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Duration seconds: 1382

## Resource

Saint James Tea Co-Founder and CEO Brad Neumann says a single packaging switch—from cardboard cartons to resealable aluminum bottles—nearly tripled the three-year-old, better-for-you iced tea brand's sales velocity overnight. The bigger signal: Saint James sits in less than 17% of possible retail doors, yet has ranked as the country's fastest-growing iced tea brand in every four-week SPINS reporting period for almost two years. Why the switch worked: it solved a consumer complaint (the old packaging didn't keep tea cold), and opened channels, including convenience stores, that the old packaging couldn't reach. The bigger philosophy: build the brand first and let distribution follow. "Our strategy from day one has always been: focus on the brand. Distribution and sales will come," Neumann says. He also details how Saint James uses Costco to drive volume in-store while boosting sales in other retail channels, discusses high-profile brand collaborations including "The White Lotus" and Juicy Couture, and explains how the brand's growing in-house marketing team is helping it compete against much larger companies. Dig deeper ~ 5 food and beverage marketing trends to watch in 2026 ~ Why the drinks people carry matter more to marketers now ~ How this protein soda is marketing to everyday consumers in the GLP-1 era ~ How Coca-Cola interns started Sprite + Tea, a new TikTok-friendly variety ~ Honest Tea founder on what its shutdown means for purpose-based brands

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