September 17, 2024 | Vodka, Spirits | Blog Post, Interview, Park Street University
Innovation is the engine of success in any industry, and Robert Tushinsky, founder of 2XL Swagger Brands, exemplifies this spirit. The creator of PinkKitty and EasyRhino Liqueurs—two unique spirits infused with botanicals and designed to elevate intimate experiences—Tushinsky has carved out a distinctive niche in the market. We recently sat down with him to explore his entrepreneurial journey, the origins of 2XL Swagger Brands, and his vision for the future of PinkKitty and EasyRhino.
How did you come up with the concept for PinkKitty and EasyRhino?
It all started with a desire to create something unique—something more than just another bottle on the shelf. My inspiration came from my father's Fruitka, which he used to share with family, friends, and even SONY executives like SONY founder, Morita-san. The spirits industry is crowded, but there wasn’t anything specifically designed to enhance romance and intimacy while still tasting incredible. I wanted to capture that experience, which led to the development of PinkKitty for women and EasyRhino for men. Both are vodka-based liqueurs infused with botanicals like Avena Sativa, Damiana, and Maca, known for their aphrodisiac properties. It’s all about elevating the night and creating a vibe.
What was the greatest challenge you faced in bringing 2XL Swagger Brands to life?
The biggest challenge was educating people about the purpose and uniqueness of these products. We’re not just another flavored vodka. PinkKitty and EasyRhino are designed to be more than a drink—they’re an experience in a bottle. Convincing distributors and retailers that there was a market for a "romance-enhancing liqueur" was tough at first. But once they tasted it and understood the botanical infusion, they got it. The consumer response has been phenomenal, and that’s what keeps us going.
Did you have any mentors or major influences as you built the brand?
Absolutely. I've been lucky to connect with people who not only brought deep experience but also shared our vision for 2XL Swagger Brands from the outset. From the beginning, we had the backing of experienced professionals who guided us through the complexities of the spirits industry. Recently, we've also welcomed David Gold from D3M Licensing Group as our Chief Consultant and Business Development Director. His expertise will be crucial as we continue to grow and expand.
What advice do you have for aspiring entrepreneurs trying to break into the spirits industry?
You’ve got to stay committed and persistent. This is not an industry where success comes overnight. Building relationships is crucial. You have to be willing to travel, meet with distributors, attend events, and educate people about your product. And, most importantly, you have to believe in your brand more than anyone else. If you’re not passionate about it, no one else will be either.
How have PinkKitty and EasyRhino evolved since their launch?
When we first launched, we knew we had something unique, but the response has far exceeded our expectations. We've continued to gain traction online and have brought new partners on board. While the product remains the same—still that perfect blend of vodka and botanicals—we’ve fine-tuned our marketing to better highlight the lifestyle behind the brand. These liqueurs aren’t just about flavor; they’re crafted for those looking to elevate their experience, whether it’s a night out or an intimate evening in.
What’s been your proudest moment with 2XL Swagger Brands so far?
For me, the proudest moment was when we started receiving orders from high-end venues and seeing the brand gain traction online. We’ve also had interest from international markets, which is exciting. But really, it’s the feedback from consumers that makes me proud. People love these products because they’re not just about taste—they’re about an experience, and that’s exactly what I set out to create.
What’s next for 2XL Swagger Brands?
We’re focused on growing PinkKitty and EasyRhino into household names. In addition to expanding into more states and international markets, we are developing ready-to-drink (RTD) versions of our liqueurs to make our products even more accessible. We're also finalizing a deal with an A-list celebrity who will help take the brand to new heights, so stay tuned for that exciting announcement. Long-term, we’re positioning ourselves for acquisition, but we’re committed to maximizing value for our investors before taking that step.
What do you think makes PinkKitty and EasyRhino stand out in today’s spirits market?
There’s really nothing else like them. Sure, there are flavored vodkas and liqueurs out there, but none are built around enhancing intimacy and creating a next-level experience. We’re not just about taste; we’re about connecting with people’s desires and bringing something extra to the table. That’s what sets us apart, and that’s why we don’t have any direct competitors. Our customers appreciate the uniqueness, and that’s what keeps them coming back.
How do you balance creativity and business when building a brand like 2XL Swagger?
It’s a constant balance, but you need both. Creativity gets people’s attention, but the business side makes sure everything runs smoothly. I’m passionate about the branding and marketing, but I’ve also surrounded myself with a great team who can handle the logistics, operations, and distribution. You can’t do everything yourself, so knowing when to delegate is key.
Any final thoughts for aspiring brand builders?
Stay true to your vision, but also be flexible. The spirits industry is fast-moving and competitive, so you have to be willing to adapt. But never lose sight of what makes your product unique. At the end of the day, it’s the passion and authenticity behind your brand that will resonate with people.
