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Over the past decade, consumers have become increasingly health-conscious, significantly altering the CPG landscape across many categories. This large scale transition towards health consciousness has now come to the alcohol industry and we’re leading this new wave.
Since officially launching in 2017, our eCommerce revenues have quickly climbed to the $8-$10m range. Meanwhile, we’ve added 33 percentage points to our operating margin over the past five years and have posted back-to-back profitable years. Cheers is the largest and most profitable company in its space and has achieved this with a modest amount of capital raised. We are now working hard to grow our retail presence while continuing to build upon our online success!
We have built a DTC brand that resonates with customers as a leader in alcohol-related health. 50 million Americans have had contact with Cheers through Facebook/Instagram alone, with an average frequency of roughly 10x, and we have no plans of stopping. Now that we have a retail-friendly form factor through our beverage and releasing other new products, we’re beginning our expansion into retail so that Cheers can scale across all channels, drive revenue, and establish long-term brand equity in the alcohol category.
We believe a thriving culture is about working alongside people with mutual respect & trust toward a common goal. Our culture is the main reason we consider ourselves a truly exceptional company, and it's our people who shape and grow it. Cheers' culture is what we make it, and so far, we have collectively made our journey a great place for people to set their roots down and grow their careers.
Cheers holds an unwavering commitment to optimizing its business wherever possible—for the benefit of our customers & business alike. To give some context, our main competitor, More Labs, launched in mid-2017 shortly after Cheers, and reported $30m in total revenue at the end of 2021. They have raised $19m in committed capital to fund their business. Cheers generated $35m in revenue over the same time period with only $4m of capital raised. This significant difference in capital efficiency is just one example that speaks to our team's ethos of “doing more with less.”
We push responsibility and ownership as deep into the organization as possible. You are the master of your domain—steering the success of your own department, armed with an arsenal of resources and support from the Cheers team. You can choose when to work from home and you can decide when to go on vacation. We cut bureaucracy to a minimum—but with great power comes great responsibility.
Cheers has a culture of supporting one another—regardless of whether these challenges come from work or home. We roll up our sleeves to help one another, and go “all hands on deck” when new initiatives arise. In a culture of giving, it only requires one "taker" to ruin it for everyone—so we look for life-giving people that live by the golden rule. We believe that "that's not my job" is detrimental to a team working towards a common goal—no task is beneath anyone at the company, no matter your role.
We value critical thought, reason, and a radical focus on ROI. Everyone at Cheers is expected to understand ROI and to work to improve it within their role & department. This understanding is helpful in judging which projects are worth prioritizing and which ones aren't worth pursuing. We don’t just do work for work’s sake—we do smart work that moves the needle.
We're always looking for people who are motivated to keep moving the ship forward and gain excitement from being challenged, learning new things, and improving their skills. A role at Cheers is not a job—it's a career where you can grow both personally and professionally as you help build the future of Cheers.
The company’s success is also your success, and careers at Cheers can be a self-fulfilling prophecy—people who work for the role they dream of typically get it. Unlike many other companies, there’s not a whole lot of red tape to cut through or corporate ladders to climb. We value our teammates and we like to show it in ways that matter to them.
We believe in living an "integrated life.” This means we must be proud of the work we do each day. While ROI is a radical focus of ours—it's not just about monetary ROI, but societal ROI as well. The projects we focus on are things that we believe could shape the world we and our families live in for the better.
We measure our days by the tasks completed and things accomplished. This means different things for different people based on their goals, and we expect you to use your time to create impact for the company. You are “the CEO of your Area of Responsibility,” which means you have both the freedom and responsibility for your role and growth within Cheers!