Craftmix joined Overjoy to expand its reach with prospective wholesale buyers, putting product directly in front of new accounts at scale. Through Overjoy's sampling and outreach program, that reach has translated into a large, active pipeline of new wholesale opportunities, opening doors alongside the brand's already strong national retail footprint.
At a Glance
- Samples Sent through Overjoy: 224
- Sales Opportunities Surfaced: 630
About Craftmix
Craftmix was founded by JT, a former bartender who saw a gap in the pre-packaged cocktail category: existing mixers were unhealthy, inconveniently sized, and didn't taste good. Craftmix's answer is a single-serve dry packet that delivers real-ingredient cocktails and mocktails with a fraction of the sugar and calories of bottled mixers.
Craftmix has built that idea into a national retail footprint of more than 1,300 stores, being one of Amazon's top cocktail mix brands and partnering with retailers like Michaels and Walmart and thousands of independents.
The Challenge
Craftmix needed a wholesale sales engine built for its stage of growth. Dan Incropera, Director of Sales and Partnerships, leads a lean operation that punches above its weight, running high-volume outreach without the cost and complexity of an enterprise sales stack. The company had outgrown ad hoc outreach, but it was still too early to justify a large sales team or an expensive enterprise platform.
Dan also knew that cocktail mixers are best sold through experience: retailers need to taste the product. That made sample orders a critical part of Craftmix’s conversion strategy. He needed a platform that could scale outreach, simplify sample fulfillment, and help the team create more opportunities without adding unnecessary overhead.
The Solution
Craftmix joined Overjoy in late 2024 to validate the outreach channel. Their playbook was outreach campaigns paired with sample sending: source quality leads from Overjoy search, open conversations via email, then close with a sample box.
They ran 61 personal campaigns, sending personalized emails at scale and landing above 5% positive reply rate, well above typical cold outreach benchmarks. When prospects engaged, 224 sample orders were sent straight from Overjoy CRM through Shopify integration, converting curiosity into product experience.
We know we have products that people like, we've always been extremely successful on Amazon and other e-commerce sites, and since we have a small sales team of myself and an intern (shoutout Karley!) and limited budget, we needed a way to find retailers where we think our online customers are shopping, and this happens to be mainly independent gift/boutique. Karley runs weekly campaigns, with the aim to give the prospect one sample case not only to try, but to also test-sell in the store. Free revenue for the store, and we target stores that we know will sell the product. All of this equates to high response rates and mass conversion.
— Daniel Incropera, Director of Sales & Partnerships, Craftmix
Results
Craftmix already actualized $32K in revenue while saving hours engaging and following up on interested leads. With their existing Shopify customer base already synced, there's also significant upside in activating the CRM layer more deeply, using Overjoy to drive reorders and loyalty campaigns with the base they've already built.
What's Next
With a sizeable, active pipeline of prospective wholesale accounts now in motion alongside its national retail presence, Craftmix is well positioned to keep opening new doors, turning sampled relationships into lasting wholesale partnerships over time. Craftmix is now planning to compound their top-of-funnel success while adopting Overjoy’s new features on CRMs and automations.
