Graza Drizzle and Sizzle Olive Oil

Key numbers

The product

Graza sells 100% Picual extra virgin olive oil from Jaen, Spain, in dark-green squeeze bottles instead of the heavy glass bottles traditional brands use. The original system splits olive oil by task rather than grade: Drizzle is an early-harvest, peppery finishing oil for plates and dressings, while Sizzle is a mellow, mature-harvest oil for roasting, sauteing and baking, later joined by Frizzle, a high-heat spray for frying. The bottles sit on the counter instead of in the cupboard, and the squeeze format makes it easy to use premium oil every day. It targets home cooks who found extra virgin olive oil too precious, too confusing and too expensive to cook with.

How they did it

Andrew Benin, who had worked at Warby Parker and Casper, visited his now-wife's family in Spain in December 2019, tasted exceptional olive oil, and spent months touring Spanish olive country. Chef Michael Anthony of Gramercy Tavern advised him not to build a luxury brand but to make great oil accessible to as many people as possible. The bottle idea arrived in the shower, holding a Dr. Bronner's squeeze bottle: everyday food deserves everyday packaging. Benin and co-founder Allen Dushi launched Graza in Brooklyn in January 2022 with about 300 packages sent to food creators as their only marketing spend. Launch week sold out and booked roughly $100,000, and Whole Foods called the next day. Revenue climbed from about $4 million in 2022 to $19 million in 2023 and roughly $48 million in 2024, on total funding of under $3 million. By 2025 Graza was stocked in 18,500+ stores including Target, Costco and Walmart, ranked as the fifth-largest olive oil brand in the US, and was named NOSH Brand of the Year.

Why it worked

• Packaging was the positioning: a squeeze bottle changed how often people used premium oil
• Naming oils by job - Drizzle, Sizzle, Frizzle - replaced confusing grade jargon
• Built cultural demand on social media first, so retailers came inbound
• Seeded 300 creator packages instead of paying for ads, making marketing nearly free