Unpacking The Aura, Hiyo & Alani Deals. Plus, We Get ‘Fair’ & ‘Passionate’.

Expo West 2025… OK, it wasn’t a classic. It would be hard to characterize anything we saw as "groundbreaking." Perhaps, however, incremental improvements, global flavors and innovative collaborations are enough to keep the train rolling. For now, anyway. We also sit down with Carolyn Hamlet, the visionary founder and CEO of OKU, a trailblazing brand of energy gummies. Brands in this episode: Oku, Chuza, Bad Tea Co., Belgian Boys, Biena, Ithaca Hummus, Graza, Urban Noodle, Date Better, Datefix, Niramaya, Firehook, Truff, Fabalish, Mr. Bing, Hostess, Pretzelized, True Dates, Cien Chiles, Evie’s, Wild Fox, Kevin’s Natural Foods,  Nommii, Emperor's Hot Sauce, Drumroll, Good Journey, Palmas, PWR-UP, Geem. Caulipower, Sauz, Wildwonder, Beny Yogurt

Twenty-five years ago, Mac Villarreal was navigating the high seas at the Olympic Games in Sydney. If all goes as planned, he'll soon be charting a new course, sailing into the sunset as a highly successful entrepreneur. Mac is the founder and CEO of I Eat My Greens, a refrigerated brand of chef-crafted, plant-based soups made from fresh, locally sourced ingredients. Launched in 2020, I Eat My Greens is known for its sophisticated yet approachable recipes, including Carrot Sweet Potato and Turmeric and Zucchini Cilantro & Cauliflower. The products are packaged in 20 oz. clear pouches with a screwcap closure and distributed nationally, including at Sprouts and Wegmans. In the following interview, Mac takes us through his fascinating entrepreneurial journey, from his days as an Olympic sailor and transitioning into the fresh juice industry before ultimately founding his soup business. He discusses his brand’s innovative packaging, how he overcame initial retailer pushback, creating products that align with modern food trends and his patient, yet ambitious growth strategy. Show notes: 0:25: Mac Villarreal, Founder & CEO, I Eat My Greens - Mac and Ray kick off the conversation by diving into the entrepreneur's victory in Naturally San Diego's Pitch Slam in 2021. Mac reflects on his journey, transitioning from the high-energy world of competitive sailing to his first entrepreneurial endeavor — Frutos de Vida, a fresh juice company he successfully grew and exited. He then shares insights into the planning behind I Eat My Greens, detailing how he carefully crafted the brand identity. From selecting the perfect product flavors and ingredients to designing the packaging, Mac emphasizes how every element of the product was tailored to align with his vision. The innovative pouch, he explains, offers a perfect balance of convenience and freshness, making it easy for consumers to enjoy healthy greens on the go. Mac also highlights how I Eat My Greens taps into the rising demand for plant-based options, aligning seamlessly with popular dietary trends like Whole30 and keto. Brands in this episode: I Eat My Greens

Aura Bora is acquired. Hiyo adds $19 million and a strategic partner. And Celsius drops $1.8 billion on Alani Nu. Oh, and Spindrift is back in the soda biz. Yeah, it’s been a busy week, and the hosts have lots to say. We also sit down with Alex Duong, the founder & CEO of Fair & Square and Lena Zhuravsky, the founder of passionfruit centric-beverage brand Passion Joy. Show notes: 0:25: Party Gras. Skeptics & Price Points. Hiyo, Mike! Energy Cannibals. Full Circle. More Pizza? Who Eats Protein Pasta? – Jacqui is prepping for a big event, and it’s not Expo West. Everyone has a take on Aura Bora’s exit, including the Linkedin crowd. What makes Hiyo’s positioning so attractive to consumers.. and investors? So, should we expect folks to have a can of Celsius in one hand and Alani Nu in the other? Perfect – another pizza drink. We love a couple of U.K.-based beverage brands, and a ginseng-centric one from here in the good ol’ U.S.A. We finish with fish and pasta (just don’t overcook it). 36:35: Interview: Alex Duong, Founder & CEO, Fair & Square – Alex is the founder and CEO of Fair and Square, an emerging brand of gut-friendly crackers inspired by childhood favorites.  At a recent networking event hosted by industry organization Naturally San Diego, Alex discussed how his experience in the CPG industry has shaped his approach to brand-building. He also talks about the importance of patience and staying true to core values as an early-stage entrepreneur. 46:17: Interview: Lena Zhuravsky, Founder, Passion Joy – Lena is the founder of Passion Joy, a new brand of sparkling beverages with passion fruit at its core. As part of our conversation, Lena shares her vision for expanding distribution of Passion Joy in the U.S. and internationally, with plans to target major retailers and eventually compete on a global scale. Brands in this episode: Aura Bora, Hiyo, Alani Nu, Celsius, Spindrift, Bubluv, Trip, Kejoy, Perfy, Something & Nothing, Quinn Snacks, Ginsa, Cowbell Hydration, OHY, Brami, Banza, Wild Planet, Fishwife, Heyday Canning, Scout Fish, Hungry Boy Hot Sauce

Sammy Hagar’s passion for tequila runs deep, but his commitment to earning and preserving the trust of his fans runs even deeper. Santo Spirits is where those two worlds meet. The iconic rock star, best known for his time as the frontman of Van Halen, made his mark on stage. But it’s in the world of consumer packaged goods where he truly built his fortune. Sammy is the mastermind behind Cabo Wabo Tequila, a trailblazer in the celebrity spirit revolution that’s now a staple in the beverage alcohol industry. In 2008, drinks conglomerate Campari Group made a historic move, acquiring Cabo Wabo for a groundbreaking $100 million — an unprecedented deal at the time. Nine years later, Sammy made a triumphant return to the spirits world with Santo, a tequila-focused brand he co-founded alongside fellow musician Adam Levine of Maroon 5. Building on the success of Santo, the brand grew even stronger in 2019 when celebrity chef Guy Fieri came on board as a co-founder, bringing his flair and influence to the brand. In this candid conversation, Sammy opens up about his vision for Santo, emphasizing the brand’s dedication to purity and excellence. He shares his insights into the challenges of the celebrity tequila market, why, despite his success with Cabo Wabo, he remains cautious about creating a mass-market brand, and the importance of authentic relationships within the spirits industry. Sammy also discusses his approach to building teams and why, for him, hiring the right people is about finding fresh perspectives, not yes-men. Show notes: 0:25: Sammy Hagar, Co-Founder, Santo Spirits – Sammy shares his mixed feelings about living in California and draws comparisons between the challenges of the music industry and the complexities of the beverage alcohol sector. He also reveals the origins of Cabo Wabo Tequila and reflects on the simpler days of brand-building, when creating a lasting brand felt more intuitive. He discusses the explosive rise of celebrity-backed tequila brands and their impact on the market, providing insight into the creation of Santo and the groundbreaking launch of its “mezquila”—a fusion of mezcal and tequila. Sammy opens up about his early collaboration with Adam Levine, shedding light on their shared vision and why Guy Fieri stands out as someone who outworks everyone in the business. He also emphasizes the importance of entrepreneurs who challenge the status quo, offering his thoughts on how younger generations are reshaping their relationship with alcohol. He also shares his long-term vision for Santo, and how he is positioning the brand for enduring success in an ever-evolving industry. Brands in this episode: Santo Spirits, Cabo Wabo Tequila, Casamigos, Ocho Tequila

How many brands can you name that secured national distribution at Whole Foods just weeks after launching? In this episode, we dive into one such success story: Yaza, a rapidly emerging brand of Lebanese-style labneh. We also test yet another "pizza wine" and chat about Hailee Steinfeld's angelic take on RTD cocktails.  Show notes: 0:25: Call It A Tease. See Y’all Soon. Oh, Yes We Did. Marvelous Miami. We’ve Had Our Fill. First Look. – Melissa Traverse is buckled in for banter and has a surprise in store for BevNET’s community. We’re all headed to Anaheim in a couple weeks – reach out beforehand. Domino’s collaboration with Yellowtail wine garners mixed reviews. We recap Taste Radio’s Miami meetup and spread love to those who attended. Ray casts doubt at the viability of another celebrity-backed beverage alcohol brand, Melissa speaks about digestives and Swedish treats, Jacqui has “blue tea” and John unloads a box filled with early-stage brands. 35:51: Interview: Christian Karim Khalil, Founder & CEO, Yaza - Yaza specializes in Lebanese-style labneh, a creamy, dairy-based spread that has long been a staple in Middle Eastern cuisine. Launched in 2024, Yaza sets itself apart by emphasizing authenticity and health benefits, including high protein and probiotics. In this conversation, Christian shares how Yaza overcame early production challenges, why Whole Foods recognized the brand’s potential, and how he is strategically evaluating potential collaborations to fuel further growth and expansion. Brands in this episode: Yaza, Yellowtail, Bang Energy, Milonga, Sky Barn, Fruga, Gorgie, Shōjō’s Dojo, Little Saints, Lemonicious, Seasa, Scobucha, Verse, MAA+TE, La Gringuita Cookies, Leisure Hydration, OWYN, Brooklyn’s Best, Hummii Snacks, Mela, Big Mama’s Foods, Frutero Ice Cream, Coconut Cartel, Casalu, Angel Margarita, Wilderton Apertivio, Chikka Chikka, Kolsvart, Wilderton, Kamana, Blue Durango, Cuddle, Nooish, Grounded, Chubbies, Cedar’s, Little Sesame, Fly By Jing

In a candid and insightful conversation, Equitea founder and CEO Quentin Vennie and Greg Lowe II, the founder and CEO of coconut water brand 100 Coconuts, dive into the complexities of embracing their Black identity while navigating the business world.  As part of the conversation, they discuss the dual reality of finding support and facing systemic barriers, alongside the evolving landscape of DEI initiatives. They also explore the ongoing challenges Black founders face in accessing capital and the opportunities international markets offer Black-owned brands. Greg also shares the story of securing a major partnership with Disney, highlighting how creativity, culture, and agility set his brand apart from industry giants. He and Quentin also unpack misconceptions about DEI, the long road ahead for equal opportunities, and how their respective journeys are paving the way for other Black founders in CPG. Listen to our first episode of Black Founders Club. Brands in this episode: Equitea, 100 Coconuts, Better Sour

It’s the ultimate question every CPG founder must tackle: How do I make consumers truly care about my brand? The challenge grows even more complex when your brand is built around an ingredient that’s often misunderstood and overlooked. Emily Griffith, founder and CEO of Lil Bucks, a modern snack brand that champions buckwheat as its hero ingredient, knows firsthand the trials and tribulations of creating products that not only require consumer education but also demand a passionate, loyal following. In this episode, Emily shares her journey starting from selling Lil Bucks at farmers markets to becoming a sought-after brand in retail stores. She discusses the importance of clear messaging (think "gut-friendly granola bites") to connect with consumers and how simplicity, rather than over-innovation, led to success.  Emily also talks about sourcing strategies, collaborating with farmers, and the journey to securing key partnerships, including Whole Foods, fundraising for the company’s Series A round and staying grounded as a founder. Show notes: 0:25: Emily Griffith, Founder & CEO, Lil Bucks – Emily and Ray recalled their first conversation at Expo East 2021, before she reflected on the challenges and excitement of breaking into retail in 2021. She talks about the temptation for founders to over-innovate, the difficulty of top-of-funnel marketing, especially when trying to connect with a broad audience and how to collaborate with others while still building her own brand. Emily also explains why hiring an operations leader was a key decision in scaling Lil Bucks and the risks of relying too heavily on one ingredient. She also talks about why getting into Whole Foods was a full court press and why convenience is a key factor in the brand’s innovation strategy. Emily also emphasizes the importance of knowing your brand and processes inside and out when fundraising and why she wasn’t just selling her brand and vision, she was selling herself as a founder.  Brands in this episode: Lil Bucks, Bob's Red Mill, Magic Spoon, Think Jerky

As you may have heard, some people are upset with Poppi. While the soda brand’s Super Bowl ad caused a bit of consternation, we have a different take on it… and that of Liquid Death’s controversial TV spot. This episode also features an interview with Luke Montgomery-Smith, the co-founder of Plink, a brand of flavored, electrolyte-infused tablets designed to create effervescent and hydrating beverages. Show notes: 0:25: Chasin’ Breakfast. No Love. Boozin’ Water? A Wunder-ful Option. Hack Vs. Tip. Sub On A Plane. – Ray is one region away from reaching all four corners of the U.S. in a month’s time, and it seems that no one loves February 14. Liquid Death is still pushing people’s buttons (how many calls did Fox get after that ad?), and “big influencer vibes” aren’t for everyone. Where was Big Soda last Sunday? And, did we miss the signs about Diet Coke? Ray shares a couple egg-celent tips, but realizes he might be a hack host. We also hear about a couple egregious things that happened on Ray and Mike’s flight to Miami. 20:05: Interview: Luke Montgomery-Smith, Co-Founder, Plink - Launched in 2022, Plink is a past winner of BevNET’s New Beverage Showdown. The brand is sold at GNC stores nationally along with dozens of independent retailers, as well as online via its website and Amazon. In this interview, Luke talks about the evolution of Plink’s messaging from one focused on sustainability to that of product attributes, why he describes magnesium as a “game-changer” for the brand and how the company considers merchandising as part of its retail strategy. Brands in this episode: Plink, Liquid Death, Poppi, Red Bull, Glenmorangie, Neau Water, Remedy Organics Tropical Greens Protein, Crafty Counter

Like the effervescent bubbles in her sparkling wine, Emily Heintz believes that true quality always rises to the top. Emily is the visionary behind Sèchey, a dynamic platform that includes a luxury dealcoholized wine brand, a dry bottle shop in South Carolina, and a thriving DTC business offering a wide range of alcohol analogs. Sèchey also curated Target’s non-alcoholic adult beverage set, bringing elevated options to the mass retailer’s shelves. Sèchey’s strategic direction and impressive momentum caught the attention of InvestBev, a private equity firm specializing in adult beverages. In August, InvestBev made an undisclosed investment in the company, with founder Brian Rosen praising Sèchey for having “gotten farther with less than anyone else we’ve seen.” In this episode, Emily joins us for a dive deep into her vision for Sèchey and the journey of building the brand. Framed around a series of true or false questions, Emily discusses the key factors driving the growth of the non-alcoholic beverage category, how Gen Z and Millennial lifestyles are shaping awareness and trial, and why she believes the founder’s voice is the most essential tool in connecting with customers. Show notes: 0:25: Emily Heintz, Founder & CEO, Sèchey – Emily and Ray sample some of Sèchey’s sparkling wine, before she discusses her inspiration to start the company, whether her lack of experience in beverages impacted the company early on and why NA wine has the biggest upside among alcohol analogs. She also talks about what’s driving traffic in Sèchey’s retail store, whether category growth is directly tied to negative health effects of alcohol, and the gap between millennials and Gen Z consumers’ perception of wine. Emily also highlights Sèchey’s partnership with Target, her perspective that the future of NA beverages isn’t in liquor stores, why she’s only somewhat concerned about lower quality options in the space, and why she believes that the first adult beverage for younger generations should be a non-alcoholic one. Brands in this episode: Sèchey, Athletic Brewing, Ghia, Kin Euphoric, Tost, Blind Tiger, Ritual Zero

Someone has to say it: Expo West isn’t for everyone. One host makes a case on why some folks should skip the Super Bowl of CPG… while three others try to prove them wrong. We also sit down with Trevor Burns of Leisure Hydration, an emerging brand of electrolyte drinks making waves in Southern California. Show notes: 0:25: A Better Name. Han Jones & His Scotch. Press Pass Rescinded. Killer Soda. Spicy Pod & Sauces. – The hosts recall a past edition of BevNET’s New Beverage Showdown, before Ray questions an alignment between a legacy Scotch brand and a popular, if aging, movie star. Then the sh_t hits the fan. The hosts engage in a debate about the value of some early-stage founders attending and/or exhibiting Expo West, until everyone agrees on one thing. John and Mike crack open cans of Liquid Death’s new soda-flavored sparkling waters, Ray highlights a “sacred” drink brand, Jacqui gets spicy and everything starts to feel saucy. 29:13: Interview: Trevor Burns, Head of Sales, Leisure Hydration – Launched in 2022, Leisure Hydration markets “electrolyte refreshers” that are infused with vitamins, minerals and adaptogens. Packaged in 16 oz. cans, and available in three flavors, the drinks are distributed throughout California, including at Bristol Farms, Gelsons and Erewhon stores, and also has a presence in several other parts of the U.S., including Texas and the Pacific Northwest. At a recent event hosted by Naturally San Diego, Trevor talked about Leisure Hydration’s methodical retail strategy, the impact of an adjustment to its brand name and how the company landed a big time partnership at seven major airports. Brands in this episode: Leisure Hydration, Glenmorangie, Glonuts, Maazah, Grounded, Liquid Death, Mate Party, Sacred Bev, PODI Life, Tierra Negra, Cleveland Kitchen, Tari