How Travis Scott Is Using Branded Merchandise and Uber Eats to Market His Cacti Beverage Brand

Travis Scott is once again partnering with a food brand, this time tying in his Cacti hard seltzer brand with the Uber Eats platform.

Uber Eats customers in Chicago, D.C., Miami, Orlando and Tampa can purchase Cacti beverages this week with the opportunity to win exclusive branded merchandise.

One product is a T-shirt with a “hand-written” note from Scott on the back, with the Cacti logo on the front and back, according to Foodsided.

We don’t have to tell you again that Travis Scott is a marketing titan at this point. He’s used his own fame expertly, attaching himself to brands like McDonalds, video games and now Uber Eats to create demand.

These partnerships use the appeal of his own brand to drive demand for his commercial partners. Many of them have involved branded merchandise.

The idea of working with Uber Eats, specifically alcohol delivery, is a very 21st-Century take on special giveaway events at liquor stores or beer distributors, something that we’ve seen time and time again. But rather than shipping a bunch of T-shirts to a beer distributor or making a marketing rep sit inside a liquor store all day, it's all done digitally, expanding the audience and reach.