Two Tracks, One Goal: Drink Dry's Erika Blazeviciute Doyle

Drink Dry is the first premium non-alcoholic drinks marketplace in the Middle East, with founder Erika Blazeviciute Doyle running the UAE-based enterprise as both a distributor and as a direct-to-consumer (D2C) brand. While this may seem like a win-win approach to running her business, the entrepreneur says that operating a dual business model comes with both opportunities and challenges.

Commenting on the former, Doyle says, “On the distribution side, we work directly with hotels, restaurants, cafes, and retailers, building strong relationships with industry professionals. This helps us get our products into the hands of more customers, and it allows us to introduce them to a wider range of non-alcoholic beverages. On the D2C side, we have the ability to interact with our end customers, learn from their preferences, and build a loyal community around Drink Dry. This dual approach helps us strengthen brand awareness, tap into different revenue streams, and gather invaluable market insights that fuel future growth.”

But it’s not all smooth sailing either. “Managing two different sales channels requires significant logistical coordination and a tailored marketing approach for each,” Doyle explains. “The expectations and needs of B2B customers are vastly different from individual consumers. For instance, distributors and retailers focus on volume, delivery times, and margins, while D2C customers value convenience, brand experience, and product variety. Additionally, ensuring the seamless flow of inventory across these channels can be tricky, as we must avoid overstocking or understocking any of our key markets.”

So, how does Drink Dry make it all work? “First, we’ve invested in a strong operations team and supply chain management to ensure that we’re meeting the specific demands of both B2B and D2C customers,” Doyle replies. “This includes building robust inventory management systems to track stock levels in real-time and optimizing our distribution logistics. We’ve also developed two distinct marketing strategies: one that focuses on educating businesses and building long-term partnerships, and another that directly engages consumers through our e-commerce platform and social media. By ensuring we cater to the needs of both segments, we’re able to effectively grow Drink Dry’s presence in the Middle East, while delivering a seamless experience to all our customers.” 

This article first appeared in the October issue of Inc. Arabia magazine. To read the full issue online, click here.