Boerne Hot Sauce

Legacy Brand Rebuilt for DTC

the brief
Overview
Boerne Hot Sauce had history, shelf presence, and loyal customers long before DTC was part of the conversation. What it did not have was a modern brand system or a direct relationship with its customers. Our work focused on turning a regional Texas hot sauce into something bigger. Not louder heat. Better flavor. A clearer point of view. And a DTC engine that could coexist with retail instead of fighting it.

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the challenge

The real problem

Boerne was competing in one of the most crowded categories in CPG.

Hot sauce shelves are full of noise.
Most brands chase heat for shock value.
Packaging looks interchangeable.
DTC efforts feel bolted on, if they exist at all.

The product was good, but it was being treated like a commodity.
There was no clear system for repeat purchase.
No direct ownership of the customer.
No story strong enough to carry beyond the bottle.

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Key decisions

The strategic moves that unlocked growth.

01
We repositioned Boerne around flavor first, not heat. A sauce meant to go on everything, not just survive a challenge.
02
We rebuilt the brand from the ground up including visual identity, packaging, tone, and website so it could stand next to premium food brands, not novelty sauces.
03
We launched a native DTC experience with subscriptions, bundles, and a custom box builder designed for everyday use and repeat ordering.
04
We leaned into co branded products like the Garrison Brothers Ghost Rider sauce to borrow equity, expand audience, and create moments worth talking about.

the results

The outcome

Boerne evolved from a regional retail product into a real brand with a direct relationship to its customers.

DTC became a growth channel, not a distraction.
Subscriptions created consistency.
Bundles increased AOV.
Co branded launches created relevance beyond the shelf.

Most importantly, Boerne stopped competing like a commodity and started behaving like a brand.

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Pattern Recognition

The lesson

Most legacy brands do not need a new product.
They need a clearer point of view and a modern way to reach their customers.

DTC works best when it complements retail, not replaces it.
Flavor beats gimmicks.
And brands win when they give people a reason to come back.

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