Who is Darien Craig?
Darien Craig co-founded Y'all Sweet Tea in 2021 with his childhood best friend, Brandon Echols. Both grew up in Hayden, Alabama, and built the brand on memories of drinking sweet tea on hot summer afternoons, combining family recipes into a bottled product. Craig put his last dollars into the launch. The partners first sold at festivals, where customers kept asking, 'Y'all got any more of that tea?', which gave the company its name. Instead of competing on traditional advertising, they built a network of social media influencers, particularly Southern grandmothers, and reached out to Alabama personality Brenda Gantt by direct message for a sponsorship.
Sales reached about $1.2 million in the first year and $4 million in the third, with about 85% coming through the website. A Shark Tank fan since 2013, Craig pitched with Echols in Season 16, asking for $500,000 for 5%. After competing bids, they accepted $500,000 for 15% from Lori Greiner and Rashaun Williams. The tea is sold in about 600 Southeastern grocery stores, including Piggly Wiggly, and on Amazon.
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