|Oatly recently raised $200M at a $2B valuation from Oprah, Howard Schultz (Starbucks CEO) and Jay Z.
10 years ago, no one was drinking oat milk or even knew what it was. Not only did Oatly have to sell themselves as a brand, they had to sell oat milk as a category.
Instead of going to grocery stores, they went to the coolest coffee shops in the city and gave the bartenders Oatly for free. Everyone first discovered Oatly in their trendy coffee shops, not their mega supermarket. Oat milk become trendy and cool.
At first, they marketed only exclusively to baristas. Who do you trust the most to advise you on the best milk for your coffee? The coolest baristas obviously.