Wanna know a secret about drinks brands overnight successes?
They don't exist.
Who makes you believe so, is faking it.
It takes decades to make an overnight success.
Years of silent, consistent delivery.
Boots on the ground, walking the streets, talking to customers.
If you hadn't heard of such brand, you were just not paying attention.
Don't look for quick hockey stick charts.
They are the fastest to go down.
Brands are built bottom up.