AMASS operates in a fascinating dual-market strategy. Their $10.1M revenue is split between two seemingly disconnected verticals: non-alcoholic spirits (Riverine) and personal care (hand sanitizer, soap, candles). Yet, this isn't random—it's a calculated land grab in the 'conscious consumption' space. While competitors focus on one category, AMASS owns the entire ritual, from the hand you shake to the drink you sip. Their 7,772 monthly visits, with 43% direct traffic, suggest a cult following that types 'amass.com' directly into their browser—rare for a brand of this size.

Look closer at their top keywords: 'amass' (14K monthly volume) and 'amass riverine' (290 monthly) show strong brand recall. But the real signal is the long-tail curiosity—'when was the first after work beer recorded in history' (60 monthly). This isn't a search for products; it's a search for context. AMASS is tapping into consumers who care about the story, the origin, the 'why' behind what they consume. Their 72 employees generate $10.1M, or roughly $140K per employee—efficient for a DTC brand navigating post-pandemic realities.