How Happy Being Became the #1 White Tea on Amazon
In this episode of the Harvest Growth Podcast, Jon LaClare sits down with Jonathan Propper, founder of Dropps, to explore how smaller consumer brands can compete against industry giants—and how he’s applying those lessons to growing Happy Being, a functional white tea brand.
Jonathan shares the growth strategy behind both businesses: build a strong direct-to-consumer subscription base, expand on Amazon, and use that traction to approach retailers with evidence of customer demand. He explains how Happy Being became the number one white tea on Amazon and why that success is central to its plans for broader retail distribution.
The conversation breaks down how social media, public relations, and paid advertising work together to drive sales across channels. Jonathan explains why marketing outside Amazon can increase sales on the platform—and how those results helped Dropps build relationships with retailers including Target and Wegmans.
You’ll also discover how thoughtful packaging, useful surprises, and ongoing customer education can encourage repeat purchases. From a reusable lid included with Happy Being orders to making products easier to use, Jonathan shares practical ways to create an experience customers want to return to.
If you’re building an eCommerce brand, growing subscription revenue, or preparing to pitch retail buyers, this episode offers lessons you can apply to your next stage of growth.
In today’s episode of the Harvest Growth Podcast, we’ll cover:
How smaller brands can compete with established industry leaders
The role of DTC subscriptions in building recurring revenue
How advertising outside Amazon can help drive Amazon sales
Why Amazon rankings and repeat purchases strengthen your retail pitch
The three channels Jonathan recommends developing before expanding into retail
How unboxing experiences and customer education support retention
Why convenience and product performance are essential to lasting growth
You can listen to the full interview wherever you listen to your podcasts.
Or, click to watch the full video interview here!
Want to learn more about Happy Being and Dropps?
Visit drinkhappybeing.com or search for Happy Being on Amazon to explore its white tea beverages. You can also learn more about Dropps at dropps.com.
Ready to launch your product or grow your brand? Visit HarvestGrowth.com to book a free consultation and learn about the Perfect Launch Blueprint, a process designed to clarify your audience, messaging, offer, and marketing strategy before you invest in media.
Visit HarvestGrowth.com to book a free consultation and learn how our team has helped generate over $2 billion in product sales.
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