Oatly

Oatley could have sold oatmilk at grocery stores. Instead, they targeted coffee shops. Baristas are influencers. When a barista steamed oatmilk into your latte and told you it was better than dairy, you listened. Oatley got shelf space in high-end coffee shops where customers were affluent and opinion sensitive. Baristas became brand ambassadors because they liked the product. Scarcity drove demand. Oatley limited supply to coffee shops, creating friction when customers looked for it in regular grocery stores. That friction made people seek Oatley instead of picking up whatever milk was available. Distribution scarcity became a premium signal. The strategy worked. Barista channels established credibility.