How a Nutcracker business is grown
Jason also works part time for an airline, unloading luggage at night at LaGuardia Airport, and splits his summers between that job, traveling for free (a perk of the job), participating in a small business program, and, on Fridays, driving out to Nassau, Long Island, to a liquor wholesaler to spend $100 on booze for a week of sales, which can lead to $200-$500 in profits per day, depending on business (he won’t give exact numbers). Jason sources his plastic containers from a top-secret vendor in Brooklyn, who offers an unbeatable deal of 500 containers for $100 (including sales tax) and, when he’s not delivering custom orders (placed via Instagram DM or text) out of his car, he uses a cooler he designed himself to vend his signature products at BYOB backyard parties, beaches, and sports games.
Jason’s customers range from his colleagues at the airport to beach-goers and social media followers, of which he’s trying to gain more. During football season, Jason also sells at semi-pro games. When selling at night, he’ll use his phone as a flashlight in his cooler to lure in potential buyers.
Much of Jason’s business comes from return customers and personal referrals who know his Nutcrackers are, as he attests, “the best around.” Keeping an eye on the competition, Jason will lower his prices in crowded markets (say, the beach), if necessary, building a loyal network of Forbidden Drinks devotees who slowly break into the $20 and $40 drinks Jason has created himself.
To vend to beachgoers, Jason will casually walk around with a Nutcracker in his hand, signifying to those looking to purchase the illicit drinks that he’s in the know. He has yet to have any trouble with the cops, though an officer once asked him to open his cooler at the beach. Thinking ahead, he’d already topped the cooler with Gatorade and water acted like he was packed to spend a day with his friends on the sand.