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I’ve seen a lot of product-first brands.

But BrüMate caught my attention for a different reason.

It didn’t just solve a problem.
It wrapped that solution in identity, lifestyle and community.

And it all started because Dylan Jacob got tired of drinking warm beer at a tailgate.

He was 21.
Dropped out of college.
No connections. No capital. No playbook.
Just a hunch that drinkware could feel cool again.

He maxed out his credit cards. Took on the risk alone.
Launched a product no one was asking for
and had to convince strangers it was worth caring about.

By 2021, BrüMate had crossed $100M in revenue.
All bootstrapped. All brand-led.

Founder: Dylan Jacob
Company: BrüMate
Industry: DTC drinkware
Known for building a category-defining brand that turned everyday moments into shareable lifestyle stories.

3 storytelling lessons founders can use:

→ 1. He didn’t chase the market—he chased the moment.
BrüMate wasn’t for “everyone who drinks.”
It was for tailgates, girls’ nights, beach days.
That’s how you build story-market fit:
Solve for emotion, not just function.

→ 2. The product felt personal.
Color drops. Playful names. Thumb-stopping packaging.
People didn’t just buy it—they posted it.
Design was distribution.

→ 3. He made customers feel like co-creators.
From naming products to choosing colors, BrüMate gave its audience ownership.
That’s how you build trust that scales.

What stuck with me?

I once launched a product that had solid features—but no real story.
It tanked.
Because clarity doesn’t convert without emotion.

Dylan built something simple but he told the story better than anyone else.

He didn’t just make it colder.
He made it matter.

Cheers!

—Stephen

PS: Tomorrow I’ll share the story of that failed launch and the lesson that changed the way I build everything now. Don’t miss it.

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