You might not have heard of LQR House, but don’t be surprised if you catch a glimpse of the company popping all over Nasdaq as it began trading on the platform earlier this month after its IPO.

The liquor marketing company, which works with the likes of Country Wine & Spirits and Ssquared Spirits under an exclusive agreement, plans to raise $5 million by offering 1 million shares at a price of $4 to $6 and intends to become “the full-service digital marketing and brand development face of the alcoholic beverage space,” per the company.

“The big guys out there…massive distribution companies, have thousands of people out in the workforce understanding trends, while we use technology, we use the quarter-million customers that we have through CW Spirits,” LQR House CEO Sean Dollinger told Retail Brew. “For example, two years ago, during the holiday season, we saw peach was really trending. So we were able to create a peach-infused tequila first—[the] first of its kind. So it really allows us to have the knowledge before things actually take off.”

With the IPO, Dollinger said the company hopes to “align” itself with smaller liquor brands from the get-go and help them increase their market share. “That’s why it’s called LQR House, a house of brands,” he said.

Keep reading here.—JS

Does your partnership management platform need a makeover? Are you looking to build your brand’s influence through…influencers? Get ready for a serious glow-up story.

Here are the broad strokes: impact.com burst onto the scene when they helped Sephora grow their revenue and secure the best affiliate and influencer partners. And they compiled all the details in this illuminating case study.

See for yourself. In this case study, you’ll learn how Sephora:

• generated $7.4m in revenue from 293 partners
• saw 3x revenue growth after partnering with impact.com
• gained a 101% increase in influencer and affiliate growth

See how impact.com can help you manage time better, recruit tip-top partners, build a more diversified partner mix, and streamline your workflows.

Put your best face forward with impact.com.

Macy’s and Kohl’s reported top-line declines for the second quarter as consumers continue to pull back on discretionary spending, but the beauty category continues to be a bright spot for both.

While Macy’s CEO Jeff Gennette said results were “better than expected,” the retailer’s total net sales and sales at its brick-and-mortar locations dipped 8% YoY, while digital sales slipped 10%. The company was able to clear out overstocked spring inventory, reducing inventory 10% YoY, and is prepping for fall and holiday shopping.

• On Tuesday, the company announced plans to open more smaller stores in strip malls, with new locations in Las Vegas, Boston, and Chicago to come this year.

Beauty—specifically fragrance and prestige cosmetics—performed well across Macy’s and its subsidiaries, Bloomingdales and Bluemercury, while women’s career sportswear and men’s tailored clothing also did well at Macy’s stores. Gennette emphasized the company’s partnerships with Nike, Under Armour, and Hoka as growth drivers across its stores and online.

Lower-than-expected credit card revenue, which plummeted 36% YoY, also impacted sales, “an indication of some of the pressures that we’re actually seeing on the consumer,” CFO Adrian Mitchell said.

Keep reading here.—EC

“Bud Light is hoping the NFL can help it win back drinkers following months of falling sales. The beer brand has rolled out an ad titled ‘Easy to Sunday,’ which follows its ‘Easy to Summer’ campaign,” writes Marketing Brew’s Jasmine Sheena:

According to Bud Light, it’s one of the brand’s largest NFL campaigns to date and will air in 15-, 30-, and 60-second increments throughout the season.

In addition to the commercial, Bud Light is once again rolling out cans showcasing 23 NFL teams.

The NFL marketing blitz comes after months of controversy for Bud Light, which started in April after trans influencer Dylan Mulvaney posted a customized beer can as part of a March Madness partnership.

Read the whole story here on Marketing Brew.

Today’s top retail reads.

Wicked games: Nike is now selling replicas of jerseys worn by goalkeepers at the Women’s World Cup, including England’s Mary Earps, in “limited quantities” after fan backlash that it wasn’t offering them. (the New York Times)

Falling short: Despite promises by some brands, the fashion industry is on its way to missing its targets for greenhouse emissions. (Vogue Business)

Side effects: As consumers continue to pull back on spending, department stores are still feeling the impact. (Modern Retail)

Increase your influence: Sephora needed help building partnerships and streamlining workflows. So they turned to impact.com—and experienced 3x revenue growth. Check out the full case study for all the detail$.*

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Retail Brew is sitting down (virtually!) with Nik Sharma, CEO of Sharma Brands and HOOX, on Aug. 30 to dive into the world of DTC like never before. Introducing DTC 3.0: Where the rubber meets the digital road. Eager to learn which brands are nailing the post-pandemic playbook?

Three of the stories below are real...and one is most definitely not. Can you spot the fake?

1. Some restaurants in Saint Tropez are asking diners to cough up a minimum of $5,000 just to be able to reserve a table.
2. Residents of one Michigan town are perplexed by a pack of giant rats infesting their houses and specifically drinking all of their wine.
3. Oscar Mayer has introduced a limited edition silicone “Hot Dog Straw” meant for sipping beverages.
4. DiGiorno has taken the national debate about pineapple on pizza to a new level—by offering pizzas topped with pineapple…and pickles.

Keep reading for the answer.