Before taking the stage at PSFK's upcoming Future of Retail Conference on January 16, Iris Nova (comprising brands Dirty Lemon and The Drug Store) founder and CEO Zak Normandin tells PSFK how he is pioneering a new kind of beverage brand built around strong customer relationships, seamless retail technology, and innovative product

Dirty Lemon is a different kind of beverage company. Without traditional retail partners or e-commerce, the millennial-friendly brand has built a dedicated community of customers—and a valuable collection of data. Originally available only ordered by the case via text, Dirty Lemon is quickly moving into brick-and-mortar retail, with a new space in New York's TriBeCa neighborhood and future locations on the way. Using the honor system, the storefront operates on the existing text-to-order platform, while a VIP space in the back serves experimental cocktails to the company's most loyal clients.

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