Nick Martell

We got to go this year.

But no other company hosts a crazy convention like this.

So Oatly's chief marketing officer, they're happy about it.

But interestingly, so is the CFO, we think.

Yes, this event was costly, but this is how Oatly remains a premium brand in the market.

Because the creative director, Michael Lee, told the journal that Oli acts as a beverage consultant.

Now, yeah, that's part of its business.

With the cafes and the restaurants that it supplies oat milk to.

So like, hey, Shake Shack, that coffee milkshake is cool, but Gen Z, they're going to want to drink it at 9 a.m.

That kind of insight is why everyone from Dunkin' Donuts to the Artisanal Cafe in Williamsburg

pay a premium price to stick with Oatly instead of using Kirkland oat milk for a lower price to advise them on the next $18 treat yourself.

And with Oatly revenue up 15% last quarter and three straight quarters of accelerating revenue growth, Nick, Jack, it tastes like this turnaround recipe is already working.

So Jack, as a three times a day coffee guy, please educate the decaffeinated over here.

What's the takeaway for our buddies over at

How did oat milk get so big so fast?

With the barista strategy.

Yetis, the wildest part of studying Oatly is how they created a new category from scratch.

That's hard.

So in the early days, Oatly had to explain to the world what oat milk was and why it's better than the other creamer option.

Now they did the basic stuff, the at-home advertising, spending big on billboards, bus stop ads, and subway spots.