# #175 - E-Comm Wizards:  David Fudge of Aplós

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-12-24
- Length: 55m
- Episode: 106
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-24-175-e-comm-wizards-david-fudge-of-aplos
- Listen: https://share.transistor.fm/s/21df9f62

## Summary

David Fudge, co-founder and CEO of Aplós, discusses building a premium non-alcoholic spirits brand by leveraging his prior experience scaling Bonobos. He details the product development process involving mixologist Lynette Marrero, the strategic focus on high-end e-commerce, and specific marketing tactics like niche influencer gifting and AI-driven creative optimization. Fudge also shares lessons on low-ROI mistakes, such as poorly optimized Connected TV ads, and outlines the essential tech stack for modern DTC brands.

## Outline

1. Introduction: David Fudge and the Vision for Aplós
2. Product Development: Working with Lynette Marrero and Iterating 60+ Recipes
3. Market Positioning: Non-Alcoholic Spirits vs. Proxy Spirits and RTDs
4. E-commerce Strategy: Niche Influencer Seating and Brand Storytelling
5. Marketing Tactics: High-ROI Gifting vs. Low-ROI Connected TV and Sponsorships
6. Tech Stack and AI Tools: Klaviyo, Yotpo, Fermat, and Butter
7. Advice for Founders: Immersing in AI and Building Community

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [AI & machine learning](https://hardwarepodcasts.com/topic/ai-and-machine-learning)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Aplós (product)
- Bonobos (company)
- Lynette Marrero (other)
- Klaviyo (tool)
- Yotpo (tool)
- Shopify (tool)
- Fermat (tool)
- Butter (tool)
- Figma (tool)
- ChatGPT (tool)
- Noom (product)
- Olipop (product)
- Imlib (product)
- Grey Goose (product)
- Kettle One (product)
- Aesop (company)
- Pure Magenta (company)
- Speed Rack (other)
- James Beard (other)
- TikTok (other)
- Meta (other)
- Google (other)
- Hulu (other)
- Max (other)
- Netflix (other)
- Erewhon (other)
- JLo (other)
- Joan Didion (other)

## Related episodes from other shows

- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)
- [Advice Line with Jonah Peretti of Buzzfeed](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-07-advice-line-with-jonah-peretti-of-buzzfeed) (How I Built This)
- [Live Episode! Glossier: Emily Weiss](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-11-26-live-episode-glossier-emily-weiss) (How I Built This)
- [Advice Line with Steve Case of AOL](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-12-19-advice-line-with-steve-case-of-aol) (How I Built This)
- [Brewing creativity with Jim Koch of Boston Beer Company](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-25-brewing-creativity-with-jim-koch-of-boston-beer-company) (How I Built This)

## Citing this page

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