Biography of Darien Craig: Founder and CEO of Y’all Sweet Tea -Entrepreneur
Biography of Darien Craig
Dream Brewed from Setbacks
Darien Craig’s journey to success began with an unexpected
setback. Fired from his job and left with just $7 in his bank account, he
decided to take a risk. Using $300 from his final paycheck, he bought jars,
sugar, and tea, setting the foundation for what would become Y’all Sweet Tea.
His vision was simple: to share his family’s beloved Southern sweet tea with as
many people as possible.
Humble Beginnings at Farmers Markets
In 2015, Craig started selling freshly brewed sweet tea at
farmers' markets, festivals, and The Great Pumpkin Patch, packing his truck
with jars filled with his homemade recipe. While customers loved the tea, he
soon realized that selling at events wasn’t the most effective way to scale his
business. He needed a new approach to bring his product to the masses.
A Passion for Business and Marketing
Craig’s entrepreneurial spirit was evident even in his early
years. He attended Jefferson State Community College, where he studied
marketing and actively participated in student organizations, serving as a Jeff
State Ambassador and founding the Bass Fishing Club. These experiences helped
shape his business mindset and marketing skills, which would later play a
crucial role in his company’s growth.
The Birth of Y’all Sweet Tea
In 2021, Craig and his business partner, Brandon Echols,
officially launched Y’all Sweet Tea as a packaged product, offering
gallon-sized tea bags that customers could brew at home. They crafted their own
blend of black tea, ensuring an authentic Southern taste. Unlike traditional
pre-sweetened teas, Y’all Sweet Tea allowed customers to control the sweetness,
making it a unique offering in the market.
A Social Media Strategy that Worked
Craig saw an opportunity to disrupt what he called an “old
and stagnant” industry by leveraging social media and influencers. By using
creative marketing strategies and digital branding, he was able to reach a
wider audience. His approach paid off—soon, Y’all Sweet Tea was gaining
recognition and demand skyrocketed.
A Rapidly Growing Business
Within just a few years, Y’all Sweet Tea expanded beyond
direct-to-consumer sales and began appearing on grocery store shelves. The
brand quickly secured placement in around 600 stores across the southeastern
United States. With a focus on quality and a strong customer base, the
company’s revenue soared to $4 million annually, with a significant profit
margin of $800,000.
Biography of Darien Craig: Founder and CEO of Y’all Sweet Tea -Entrepreneur #age#net worth#investor#startup#shark tank#packaged product#Darien Craig
A Big Break on Shark Tank
Craig and Echols took their business to the national stage
when they appeared on Shark Tank USA (Season 16). Seeking $500,000 for 5%
equity, they presented their business to the panel of investors. The sharks saw
immense potential in the brand, leading to a competitive bidding war among
them.
A Deal with Strategic Investors
Venture capitalist Rashaun Williams initially offered
$500,000 for 10% equity, while Kevin O’Leary and Lori Greiner countered with a
joint offer of $500,000 for 20%. After negotiations, Craig and Echols secured a
deal with Williams and Greiner for $500,000 in exchange for 15% equity. They
valued Williams’ financial expertise and Greiner’s retail connections,
believing the partnership would help propel Y’all Sweet Tea to even greater
success.
Scaling for the Future
With their Shark Tank investment, Craig and Echols planned a
complete rebrand, focusing on expanding distribution, refining their product
line, and increasing retail presence. They set their sights on making Y’all
Sweet Tea a household name, reaching more customers across the country.
More Than Just a Tea Business
Beyond Y’all Sweet Tea, Craig also founded The Outdoors
Agency in 2016, a company specializing in social media management and content
creation for businesses. His background in digital marketing and branding
played a crucial role in the success of both ventures, proving that a strong
online presence is essential in today’s business landscape.
A Testament to Resilience
Craig’s journey from being a college dropout with only a few
dollars to running a multi-million-dollar business is a story of resilience and
determination. His ability to turn adversity into opportunity demonstrates the
power of perseverance and innovative thinking.
A Sweet Future Ahead
With a growing brand, strategic investors, and an expanding
retail footprint, Y’all Sweet Tea is poised for continued success. What started
as a small idea fueled by passion and necessity has now become a thriving
business, bringing the authentic taste of Southern sweet tea to homes across
America.
Timeline for story
2015 – Darien Craig starts selling sweet tea at farmers'
markets.
2016 – Craig founds The Outdoors Agency for social media
marketing.
2021 – Y’all Sweet Tea officially launches as a packaged
product.
2023 – The brand expands to 600+ grocery stores in the
Southeast.
2024 – Y’all Sweet Tea reaches $4M in revenue with strong
profit margins.
2024 – Craig and Echols pitch on Shark Tank Season 16.
2024 – They secure a $500,000 deal for 15% equity with
Rashaun Williams and Lori Greiner.
2025 – Plans for national expansion and brand rebranding.
