Taste Radio

In this episode, we're joined by Mike Cessario, the founder and CEO of Liquid Death, a canned water brand whose heavy metal vibe and edgy marketing has generated considerable online buzz and attracted funding from a range of prominent investors. As part of our interview, Cessario spoke about the rapid rise of Liquid Death, which earlier this year raised $1.6 million in a seed round that included Dollar Shave Club founder/CEO Michael Dubin and Twitter co-founder Biz Stone, and how his experience as an ad exec and as a creative director for Netflix played into the creation of the brand. He also explained why he views Liquid Death as a rebuke to extreme marketing, and how the company attempts to communicate authenticity. Show notes: 1:18: We Open With Hope and Beth -- NOSH's Beth Kaiserman, who joined the team in April, discussed her experience as a food writer and reporter, and, along with the show's regular hosts, riffed on non-alcoholic beer, better-for-you Bugles, non-dairy dip, and negronis, among other topics. 13:33: Interview: Mike Cessario, Founder/CEO, Liquid Death -- In a call with BevNET reporter Brad Avery, Cessario discussed the development of Liquid Death, which was born out of his passion for music, design and counter-culture. He spoke about cutting his teeth in the beverage industry as the founder of a brandy company and how he drew upon his experience for the creation and launch of Liquid Death. Later, he explained why upstart CPG companies must "do and say things that big brands would never do," and how his team is attempting to dissect and harness broad appeal for Liquid Death. Finally, he talked about the surprising reaction to the brand's "Sell Your Soul" campaign. Brands in this episode: Infinite Session, From the Ground Up, Hope Foods, Picnik, Prymal, MALK, Granny Squibb's, Liquid Death, Hendrick's Gin, Sailor Jerry Rum, Monster Energy, Red Bull, Full Throttle, Bang Energy, LaCroix

If you were an entrepreneur whose company was recently acquired for millions of dollars, what would be your next move? If you said, "Get on a boat and sail the Carribbean," then you're in good company. That was David Smith's plan. After 13 years on the grind, Smith, the co-founder of organic tea brand Sweet Leaf Tea, was ready to relax. But after a few months at sea, he grew restless and soon found himself drawing up plans for a new business: cold brew maker High Brew Coffee, launched in 2013. Drawing upon the experience and team Smith cultivated at Sweet Leaf, High Brew got off to a fast start and has since become one of the top-selling brands in the competitive cold brew segment. In an interview included in this episode, Smith reflected upon his 20 year journey as a beverage entrepreneur, cutting his teeth with Sweet Leaf and his lifelong friendship with the brand's co-founder Clayton Christopher, and why culture was "everything" at the company. He also discussed his next act with High Brew and how his prior experience influenced the launch and development of the brand, as well as the importance of planning for growth and why he believes that, no matter how well you plan, mistakes are unavoidable. This episode is presented by Flavorman, the beverage architects. Show notes: 2:39: Interview: David Smith, Founder/CEO, High Brew Coffee -- In a call with Taste Radio editor Ray Latif, Smith spoke about his foray into entrepreneurship and why his homebase in Austin has long been a hotbed for innovative startups. He also discussed learning on the job as the co-founder of Sweet Leaf, the simple, yet effective, communication and marketing strategies for the brand, the rule of thumb for vetting potential employees and whether he was satisfied with the sale of tea company. Later, he explained why, despite Starbucks' dominance in RTD coffee, he saw an opportunity to launch High Brew, how past relationships and alliances played into the development of the brand, and why innovation has been key to its growth. Brands in this episode: High Brew Coffee, Sweet Leaf Tea, Nestea, Lipton, AriZona, Starbucks

This episode features an interview with Evan Holod, the CEO of Michel et Augustin US, the American arm of the French snack maker, who explained how the company reimagined its brand positioning and product packaging for American audiences. Known for its indulgent snacks and quirky branding, Michel et Augustin entered the U.S. market in 2016. While the brand achieved some early traction, including national distribution at Starbucks, its development stalled. Enter Holod, who came on as CEO in 2018 following 10 years as a brand manager at Coca-Cola. In our interview, Holod spoke about the history of Michel et Augustin, which is owned by dairy conglomerate Danone, the problems with its initial U.S. strategy and the company's approach to getting it back on track. Show notes: 1:28: Kokomo, Hot Cheese and Cocktails -- The hosts chatted about John's trip to Aruba and some of beverage brands he encountered, Carol's visits to San Francisco, Denver, Boulder and Sonoma, the revamp of switchel brand Sunomi, and the deluge of new canned cocktails. 11:49: Interview: Evan Holod, CEO, Michel et Augustin US -- In a call with Taste Radio editor Ray Latif, Holod spoke about the company's Brooklyn-based headquarters, known as "The Banana Farm," and the genesis of Michel et Augustin, which was founded by two disillusioned Frenchmen. He also spoke about the brand's uncommon approach to branding and social media and the campaign that helped land its snacks at Starbucks. Later, Holod explained why the company's marketing strategy needed to be tailored for an American audience, why visual communication was key for the redesign of its U.S. labels, and why he has avoided heavy investment in consumer research. Brands in this episode: Sports Drank, Oatly, RightRice, Lily's, Honest Stand, Laws Whiskey House, Idlewild Wines, Verve Coffee, Sunomi, CideRoad, Up Mountain Switchel, Post Meridiam Spirits, Venus Spirits, Straightaway Cocktails, Michel et Augustin, Coca-Cola

In this episode, we sat down with one of the most influential doctors in America, Andrew Weil. Known as a pioneer of integrative medicine, an emerging field that incorporates traditional and alternative forms of treatment, Dr. Weil is a best-selling author who has long advocated for an approach to health care that focuses on general wellness and healing. As part of our interview, Dr. Weil discussed his views on anecdotal versus clinical evidence, the concept of "food as medicine," and growing interest in personalized nutrition, cannabis and psychedelics. He also explained how his passion for matcha compelled him his own brand in the category, his perspective on product endorsements and his criteria for investing in food and beverage companies, such as healthy restaurant chain True Food Kitchen. Show notes: 2:27: Interview: Dr. Andrew Weil -- In a call with Taste Radio editor Ray Latif, Dr. Weil discussed the emerging field of integrative medicine, and what he means when he says that he embraces all treatments that show a "reasonable evidence of efficacy" and "do no harm." He also shared his perspective on the functionality of CBD, cannabis and psychedelic ingredients how to responsibly integrate each into mainstream society. Later, he explained why he founded super premium matcha brand Matcha Kari, why he believes that dietary adjustments are a highly effective way to address health problems prior to medication, the benefits and ethical concerns of genetic testing, and his view on trendy lifestyles and diets including biohacking and paleo. Finally, he discussed his concerns about genetically modified food and his criteria for working with and investing in food or beverage companies. Brands in this episode: Matcha Kari, Vitaminwater, Bulletproof, True Food Kitchen

In this week's episode, we're joined by Kate Weiler and Jeff Rose, the co-founders of maple water pioneer Drink Simple, who discussed how they prepared for and successfully executed upon a major rebrand. Founded as Drink Maple in 2014, the company was one of the first in the U.S. to market maple water, a beverage derived from maple trees and often promoted as a natural source of hydration. The company later introduced a line of watermelon juice drinks to augment its flagship products, a move that spurred the decision to rebrand as Drink Simple. During our conversation, Weiler and Rose spoke about their relationship as co-founders, the genesis of the brand, the formation of the maple water category and their approach to consumer education and awareness. They also discussed how they use consumer research, how investors were involved in the process and why it took longer than they anticipated to launch the new look. Show notes: 1:15: Massive Seagull Problem On The Shore -- BevNET CMO Mike Schneider returned to the office following his vacation in Ocean City, New Jersey, which deploys owls and falcons to fend off kamikaze seagulls. Later, the hosts discussed Gatorade's 2020 plans to "Beat The Heat," a new brand of "Australian Iced Coffee," a lil' sprouted buckwheat cereal, and the crafty way that two packaged ramen brands are marketing their products. 12:20: Interview: Kate Weiler & Jeff Rose, Co-Founders, Drink Simple -- In an interview recorded at BevNET HQ, Weiler and Rose sat down with Taste Radio editor Ray Latif and discussed their first experience with maple water and decision to launch a brand. They also spoke about early packaging efforts, the initial communication strategy and consumer confusion about maple water. Later, Weiler and Rose explained why they removed "maple" from the brand name, why they only conducted one focus group, the hidden costs of the rebranding process, and the odd reason that some consumers complained about the new look. Brands in this episode: Gatorade, Bluestone Lane, Riff Cold Brewed, Lil' Bucks, Common Foods, Mike's Mighty Good, Drink Simple, Simply Orange, Suja

The poet Ralph Waldo Emerson wrote that "life is a journey, not a destination," an adage that would seem to have particular meaning to Dave Burwick. Over the course of his thirty-plus years in the beverage and wellness industries, Burwick has been a soda marketer, helmed a legacy diet company, led a cult coffee brand, and, today, heads the best-known name in craft beer. The collective experience has shaped his perspective on personal ambition, business strategy, enduring trends and leadership, all of which Burwick discussed in a wide-ranging interview included in this episode. Show notes: 2:16: Interview: Dave Burwick, President/CEO, Samuel Adams -- In an interview recorded at Samuel Adams headquarters in Boston, Massachusetts, Burwick discussed growing up in Worcester, Massachusetts, and attending Harvard Business School. He also spoke about why he chose to work at PepsiCo over Microsoft,the company's work culture, how he managed relationships at the soda and snack giant, and why he decided to leave the company after 20 years and join Weight Watchers as its North American president. Later, he talked about the complex interview process to become the president and CEO of Peet's Coffee, how the company "scaled cult," and why M&A was key to its innovation strategy. He also discussed his current role at Samuel Adams, the challenges facing craft beer and why he believes that the company's Truly hard seltzer brand will eventually be bigger than its flagship beer. Brands in this episode: Samuel Adams, Truly, Pepsi, Peet's, Starbucks, Krispy Kreme, Panera Bread, Intelligentsia, Stumptown, Keurig, Revive Kombucha

Beryl Stafford was at a crossroads. The founder of Bobo's, an innovative snack brand known for its oat-based bars, Stafford launched the Boulder-based company in 2003 and gradually built it into a successful business. By 2015, Bobo's was generating $8 million in sales and attracting interest from several private equity firms and strategic investors. Stafford realized it was time to bring in new funding and an experienced CEO to run the day-to-day operations, but she wasn't comfortable with ceding control of her company and concerned about trusting an outsider with the future of her brand. Enter T.J. McIntyre. A longtime veteran of the food industry, McIntyre and Stafford had become friends through the Boulder food scene and shared a similar perspective about the mission and potential for Bobo's. Following McIntyre's appointment as CEO in January 2016, the company embarked upon an aggressive growth strategy. Supported by $16 million in new funding, Bobo's sales grew by 70% in 2017, 45% in 2018 and are expected to climb by 40% this year. In an interview included in this episode, Stafford and McIntyre spoke about their work dynamic, how they assigned responsibilities and guidelines for their respective roles, and why "the one thing that really serves as the foundational element of who we are is the actual bar." Show notes: 1:33: Good Breakfast, GoodBelly -- BevNET staff writer Brad Avery joined regular hosts Ray Latif and John Craven for a free-wheeling discussion about Instagram, probiotic cereal, CBD waters and meal-replacement drinks. 9:40: Interview: Beryl Stafford, Founder; TJ McIntyre, CEO, Bobo's -- In an interview recorded by phone, Stafford and McIntyre spoke with Taste Radio editor Ray Latif about the genesis of Bobo's and how their friendship prior to becoming business partners was key to their successful relationship as founder and CEO. They also discussed the decision to bring on McIntyre as CEO in 2016 and why he was hired prior to raising outside investment, the transition in day-to-day leadership and how Stafford became comfortable with giving up control, and why a carefully planned business strategy is key to addressing disagreements. Brands in this episode: GoodBelly, Cheerios, Reese's, Oreo's, Day One, Infuzed Thirst, Sweet Reason, Brooklyn Hemp Co., Huel, Soylent, OWYN, Bobo's, Simply Organic, Smart Balance, Glutino, Udi's, Evol, Clif Bar, Kind Snacks, Larabar, Annie's, Nature Valley

If you've ever lived in New England, you're probably familiar with Teddie Natural Peanut Butter. A cupboard staple in homes across the region, the brand's flagship product contains just two ingredients: roasted peanuts and salt. There is, however, a secret way of making the peanut butter, according to Mark Hintlian, the company's president, CEO and third-generation owner, who joined us for an interview included in this episode. Although he didn't discuss production specifics, Hintlian pointed to Teddie's obsessive commitment to quality as the most critical part of the process. "We've always been faced with competition," Hintlian said. "But if we walk the straight and narrow with the highest quality product and if we do that day in and day out, quality is going to win out." As part of our interview, Hintlian expounded upon Teddie's focus on quality and discussed how the company's dedication to its employees has supported its growth over the years. He also explained how Teddie communicates the nutritional benefits of its products and why he believes that some competing brands marketing natural peanut butter are misleading consumers. Show notes: 2:41: Interview: Mark Hintlian, President/CEO, Teddie Natural Peanut Butter -- In an interview recorded at Teddie HQ in Everett, Mass., Hintlian spoke with Taste Radio editor Ray Latif about the history of the family-owned company, which was launched in 1925, and why its manufacturing facility has remained in Greater Boston. He also discussed how Teddie has positioned itself as a leader in food safety, how the company is addressing increased competition from private label brands, and how health claims factor into its marketing strategy. Later, he shared the advice that he will pass on to Teddie's next CEO and why the company's support for local charities and community organizations is critical to its future. Brands in this episode: Teddie Natural Peanut Butter, Skippy, Jif

When the pursuit of success comes at the expense of your mental health, it's time to reevaluate your priorities. That's the perspective of Ann Yang, the co-founder of upcycled produce company Misfit Foods, who recently stepped away from a day-to-day role to focus on her well being. In an interview included in this episode, Yang, 25, opened up about how the stress of entrepreneurship led to unhappiness and depression, and, ultimately, her decision to leave the company. She also explained how therapy has become a critical part of her life, her belief that we live in a culture that "mythologizes who the entrepreneur is," and the resulting pressure to build "a personal brand." Show notes: 1:29: Burger King at BevNET? Impossible! -- The episode's hosts discussed John Craven's recent visit to San Diego and Jon Landis' impending move to the city. They also spoke about a few new products shipped to BevNET HQ, including frozen crispy filled potatoes, pecan butters and clean label dressings. Later, they chatted about the national launch of Burger King's Impossible Whopper, several of which were being delivered to the office on the day of the recording. 14:33: Interview: Ann Yang, Co-Founder, Misfit Foods -- Yang spoke with NOSH editor Carol Ortenberg about the genesis and development of Misfit Foods and explained why she decided to step away from the company. Yang also discussed why entrepreneurs have to make a conscious decision to address their health to avoid burnout and depression, why the natural food industry "has a long way to go in terms of investment in diversity," the fear of saying "I don't know," and why emotional intelligence is a learned skill. Brands in this episode: Swiss Rosti, Impossible Foods, Purely Pecans, Humble Nut Butter, Sunday Provisions, Brizo, Lily's, Misfit Foods

Travis Grillo heard it over and over: "you're crazy." It's a line that many entrepreneurs are familiar with, but Grillo's plan to launch a fresh pickle brand was met with particular derision. Unfazed by the naysayers, in 2009 he opened a small food cart in Boston selling pickle spears to the city's denizens and tourists. The cart became a cult sensation, and Grillo, who used to wear a pickle-shaped costume while selling his wares, made a million dollars by his third year. Grillo's Pickles has since become a nationally distributed brand carried at several major chains, including Target, Whole Foods and Walmart, and generates tens of millions of dollars in sales annually. In an interview included in this episode, Grillo spoke about why he pursued his passion despite the skeptics and explained why he fondly recalls the days when he was struggling and broke. He also discussed the unconventional way that Grillo's got into Whole Foods, how he considers new hires and investment and why he's just as likely to take advice from a homeless person as he would from a billionaire. Show notes: 2:48: Interview: Travis Grillo, Founder/CEO, Grillo's Pickles -- Grillo spoke with Taste Radio editor Ray Latif about his journey from an out-of-work sneaker designer to the creator of one of the fastest-growing food brands in America. As part of their conversation, Grillo discussed the early days of the brand, from selling pickles from the trunk of his car, to the launch of a food cart in Boston Common and how the area's homeless population played a key role in the development of Grillo's. He also talked about why he positioned it as a lifestyle brand based on healthy living and why, in the first few years, he wanted Grillo's "to look smaller than we really were." Later, he explained his approach to conflict resolution in the office, and creating a "chill" atmosphere and where he draws inspiration for new products. Brands in this episode: Grillo's Pickles, Claussen Pickles